Design matters …….. Yes, even in eCommerce websites, but the question is how much? Well, according to WSI-emarketing, a whopping 94% of first impressions by website visitors are design-related. That’s not all; 75% of visitors admit making judgement about the credibility of a company based on how their website is designed. So, you better take good care of your website design, because the stakes are too high not to cater to this aspect of your e-commerce venture seriously enough.
Now, if you are wondering how you would be able to do that; don’t worry, I am here with these 7 design tips that can help improve the overall aesthetics as well as the practicality of your eCommerce platform to increase eCommerce sales and revenues.
1. Improve the visibility of your shopping cart
Remember, customers pay you their hard earned money, so they deserve that extra peace of mind and assurance that you care about them and value the fact that they are buying from you.
One of the best ways to help them feel so is by displaying a list somewhere on the screen all through the shopping process, featuring the number of items in their cart along with other relevant checkout information.
This visibility of checkout data also eases your customers’ transition from shopping around to checking out. Whether a customer buys one item or a dozen, they must be served with a convenient way back to the checkout page.
That’s not all about it, though. Having this shopping cart and checkout info just somewhere on your page won’t suffice; it should be prominent and easy to find.
Choosing colors contrasting to the rest of the color scheme on the page is one good way of making sure your cart info pops out to catch your customer’s eye.
2. Optimize your CTAs
Website visitors show a varied response to the different call to action buttons (or CTAs) and their wording. Studies reveal that majority of visitors respond positively to direct CTAs rather than indirect and ambiguous ones.
For instance, if customers see “more details here” or “learn more” when buying, most of them will not respond positively compared to a scenario where they get “buy now” or “add to cart” buttons, where the message is conveyed to them directly and plainly.
Similarly, coloring also plays a significant role in how site visitors will respond to a particular CTA, which varies according to the type of business you are into. Depending upon the niche of a business, different colours trigger different behaviors in site visitors.
3. Augment your website’s search with auto-complete functionality
It’s not that complicated; the better visitors will be able to access their desired product(s) on an eCommerce website, the higher will be their probability of buying from it.
In many cases, visitors are really not much aware of the right keywords to search for their desired products. That’s when an auto-complete search box is needed the most, as it offers the closest matches when customers type something to search.
The search suggestions visitors get, help them correctly search if the results don’t match, or they might directly navigate to the matching product pages without ever needing to load the search results page.
4. Let your visitors take charge of their shopping experience
Your site doesn’t get a stream of shoppers having the same mindset; their shopping preferences vary, just as their mindsets.
Offering them the tools and options that empower them to browse through your site the way they prefer the most will contribute significantly towards improving their shopping experience with you.
They will feel convenient shopping with you if they are able to sort through the products by options like price, release date, and best-sellers. They also like it when they can alter the number of items listed on the page they browse, narrowing down the total number of items displayed on a page by choosing from various features.
It boils down to this; if you make it simple and easy for them, they will make it great for you by visiting and buying frequently from your store.
5. Facilitate them with quick product previews
People shopping online prefer glancing through category pages hunting for items best matched to their needs. So, it’s kind of inconvenience for most of them to click on every single item on a page for additional details, whether it’s because of lack of time, personal preferences or slow loading speeds.
That’s where you can improve your odds against endless competitors by providing your visitors a quick preview to the category and search pages on your site.
Now, it’s up to you if you simply add a larger display of the image or a rather complex preview where more details are loaded via ajax. The objective is to offer your visitors something extra, something that can make them feel happy and helped on your site.
6. Get responsive – more than ever
Smartphone devices have turned into one of the essentials for our daily lives. People are resorting to these smart devices for everything, from checking weather info to scheduling vacations. Why? Because they are easy to carry and use compared to desktops and laptop devices.
In fact, retail mobile-commerce sales are projected to constitute a quarter of all eCommerce sales revenue generated in 2016, according to this report by eMarketer. Under these circumstances, if you fail to design a responsive website, get ready to lose countless potential customers.
Make sure your website is designed to respond aptly on varied screen sizes, offering your site visitors optimal display irrespective of the screen size they prefer to access the site.
Responsiveness is all about producing images, content, menus, etc. in a manner that these elements reorganize and change according to the chosen screen size. And don’t forget to optimize your website for touch responsiveness.
7. Keep your checkout page simple, convenient and distraction free
Being a part of eCommerce industry, you must have experienced it personally how irritating it can be to come across complicated or lengthy checkouts requiring you to this and that unnecessarily. But do you really know how badly it can affect your customers?
According to PCA Predict, complicated checkouts force about 84% of online shoppers to abandon their transactions. Now, this is some serious loss your eCommerce site might have to bear due to complicated checkouts.
When your customers are at checkout phase, you want them to proceed in a specific direction. So, you must not include items like sidebar navigation, making sure that they are not distracted at the last moment. You can learn more from the infographic on how to reduce cart abandonment and increase conversions.
The majority of researchers are of the view that single-page checkouts serve the best in increasing conversion rates. Design a checkout page that enables them to fill their billing, shipping and credit card information all on one page.
These are some very simple and basic but practical tips that can help you improve your eCommerce sales.
I would really appreciate sharing some of your own tips, tricks, and ideas that worked well for you with us in the comment section below.