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Web Design Tips for eCommerce

 

15 Web Design Tips for an Exceptional eCommerce Website

scott_blog

Posted 20 August 2020
by Scott Bloomer

In the competitive online marketplace, you have seconds to capture a visitor’s attention. Here’s how to do it with these web design tips for eCommerce websites.

The requirements of eCommerce websites are unique, and designing a new site can seem overwhelming. However, these tips will help you create an online store that both looks great and generates sales.

1. Step into your customers’ shoes

Looking at things from a potential customer’s perspective will help you understand how to optimise the website experience. What are they looking for? How will they find what they need? What would make their purchase process hassle-free?

2. Content marketing

Rows of product, images and text crammed into limited space can be overwhelming for your website visitors and will increase your bounce rate. Let your images do the talking, prominent calls to action and a simple layout to make navigation easy.

3. Be intuitive

Think hard about your navigation menu and how you categorise products on the page so it’s as straightforward as possible. Search functionality is worthwhile to help people find what they’re looking for.

“Think hard about your navigation menu and how you categorise products on the page.”

“Think hard about your navigation menu and how you categorise products on the page.”

“Taking the time to produce high-quality product images will pay off in the long run.”

4. Use high-quality visuals

Professional product images will capture the attention of visitors and help drive engagement. Just maintain your site speed by using smaller image files that will affect the image quality but will help your pages load faster, creating a better user experience (not to mention contributing to a more eco-friendly website).

5. Make your USPs prominent

While your products need to shine, you also need to convince people why they should purchase from you. Whether you offer a flexible returns policy or have a sustainable ethos, make sure your website communicates how you stand out from your competitors.

6. Tailor your web design to both new and returning visitors

New visitors will likely be looking for educational resources or to learn more about your brand. Returning or signed-in visitors will already be familiar with your business. Consider offering a special discount for new customers to encourage them to purchase, and using cookie targeting to present returning visitors with special promotions.

“Taking the time to produce high-quality product images will pay off in the long run.”

4. Use high-quality visuals

Professional product images will capture the attention of visitors and help drive engagement. Just maintain your site speed by using smaller image files that will affect the image quality but will help your pages load faster, creating a better user experience (not to mention contributing to a more eco-friendly website).

5. Make your USPs prominent

While your products need to shine, you also need to convince people why they should purchase from you. Whether you offer a flexible returns policy or have a sustainable ethos, make sure your website communicates how you stand out from your competitors.

6. Tailor your web design to both new and returning visitors

New visitors will likely be looking for educational resources or to learn more about your brand. Returning or signed-in visitors will already be familiar with your business. Consider offering a special discount for new customers to encourage them to purchase, and using cookie targeting to present returning visitors with special promotions.

7. Identify key touchpoints

There’s ample opportunity to connect with website visitors, and working these into your website design is a key part of customer journey mapping. A pop up form, chat bot, Facebook retargeting ad or gentle email reminder at the right time could help increase your conversions.

8. Set up goals in Google Analytics

Set up goals based on the actions you want your website visitors to take to give you visibility as to whether you’re achieving them. Regularly cleaning your Google Analytics data will ensure you’re getting the most accurate metrics, too.

9. Optimise your web design for mobile

People will visit your website on different devices. A responsive web design creates a consistent, positive user experience whether someone’s browsing your products on their smartphone, tablet or desktop computer.

10. Get the checkout experience right

Someone’s already come this far, so make the final step as easy as possible. Functionality like auto-populating forms or letting customers purchase without creating an account can minimise last-minute hassles that can prevent someone from purchasing.

11. Keep the bigger picture in mind

It’s vital your website is part of a wider digital marketing strategy. The web design on its own won’t bring people to the site; the activity you’re doing elsewhere will drive people there. That’s why it’s a good idea to choose a website design agency that also provides digital marketing services.

12. Pick the right CMS platform

When determining which CMS platform is best for your eCommerce business, Shopify is a clear frontrunner. With its built-in analytics, hassle-free payments and an App Store offering all the functionality and integrations you need, it’s the platform of choice for eCommerce.

10. Get the checkout experience right

Someone’s already come this far, so make the final step as easy as possible. Functionality like auto-populating forms or letting customers purchase without creating an account can minimise last-minute hassles that can prevent someone from purchasing.

11. Keep the bigger picture in mind

It’s vital your website is part of a wider digital marketing strategy. The web design on its own won’t bring people to the site; the activity you’re doing elsewhere will drive people there. That’s why it’s a good idea to choose a website design agency that also provides digital marketing services.

12. Pick the right CMS platform

When determining which CMS platform is best for your eCommerce business, Shopify is a clear frontrunner. With its built-in analytics, hassle-free payments and an App Store offering all the functionality and integrations you need, it’s the platform of choice for eCommerce.

13. Test extensively

You’ll be able to test your website before it goes live, but let the first month or two be a trial period for your new site. Gauge how people are interacting with the content and whether the design is working.

14. Adapt

Your testing may indicate that some slight design changes are required. Simply changing the size or placement of a call to action button could result in a significantly higher conversion rate, so remain agile and adjust for better results where you can.

15. Work with a web agency specialising in eCommerce websites

It’s essential you work with an agency that understands the eCommerce space. At NZ Digital, we’ve developed Shopify websites for a range of eCommerce clients and have the experience where it counts.

Get in touch with our friendly team today to get the process started.

Talk to us about how we can help.

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