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23 Apr 2021

Top 7 Ecommerce Web Design Tips For Conversions

Building a site that not only looks the part but really drives conversions too can be tough. Your website is actually at the heart of your success, it’s the place where your visitors can get to know you and your product offering a little better but most importantly, it's the destination where these visitors become your loyal customers.

Our team of experts work on websites for online retailers every single day, developing both the front and back end of a store, so we’ve pulled together our top 7 ecommerce web design tips to help boost your conversions...

Easy navigation

There’s nothing more frustrating than not knowing where you’re going or how to get to where you want to be, and that applies to the online shopping experience too. The primary reason we shop online is for convenience and your design needs to be logical for the customer journey - make sure this is thoroughly mapped out before you even begin, you’ll want your customers to effortlessly search and browse for products, add to basket and checkout. 

Here’s a few points to bear in mind:

Your brand logo - this should be visible no matter what page your customer lands on and should always link straight back to the homepage.

Search bar - this needs to be prominent and easy to find to ensure your customers can search and locate products as quickly as possible.

Filtering - enabling your customer to filter their search saves time and provides a more accurate set of product listings.

Breadcrumbs - breadcrumbs allow your customers to quickly take a step back in their search and encourage further browsing.

Keep it simple

It’s an overused phrase to say the least, but in the case of ecommerce design, less really is more, and when it comes down to simplicity over cluttered, simplicity always wins. Keep it clean and keep it simple, the more pop ups, banner ads and colours you cram into a page design the more distracted the customer will be from the end goal - making a purchase. 

Speed is a known conversion killer, and complex features, options and images will drastically slow a site down. Everything you include should have a sole purpose, and as tempting as it is to include all the bells and whistles for the sake of it, a website doesn’t need a dramatic design to engage customers.

The Rule of thirds

The practice of the rule of thirds is as simple as placing an equally divided (into thirds both horizontally and vertically) grid overlay onto your design space, but in doing so, it can help improve graphic composition by suggesting where you might want to place key elements within your design. It provides you with your layout ‘sweet spots’, which is where your lines intersect, and helps to aid beautifully aesthetic designs time and time again. 

Struggling to find your balance? The rule of thirds is your new found bestie. Eventually the practice will become second nature and you’ll even find yourself checking out other designs to see how they’ve applied it! We found this guide particularly useful for further info should you need it.

The right imagery

The imagery you use within an ecommerce store design is a pretty big deal, and can determine a user's full perspective on your brand as a whole. In store shopping has the undeniable advantage of allowing shoppers to view products in real life, whereas online users are entirely reliant on product imagery in order to make purchase decisions.

 Imagery should be consistent with the brand and relatable to the user, and it goes without saying that it’s imperative to ensure these are of good enough quality. The better visual representation of your products the more likely the user is to convert and not abandon the basket. Think about including 360 degree product views and zoom features.

Strong CTAs

Call to actions in ecommerce web design debatably matter more than any other site, as there’s monetary value behind them. We’re not telling the user to read more about us, we’re directing them to make purchases.  With that in mind, your clearest and most important CTA on your product page should be to purchase/add to cart. If you’ve got your visitor this far, they shouldn’t have to guess how to purchase your product. 

When it comes to the standard 4 step ecommerce funnel, 3 of the 4 steps (landing on the site, viewing the product/adding to bag, and completing the purchase at checkout) should have just one single primary action - guiding the user to buy. The exception here is of course the search page, which is going to bring up multiple products that match the search value - so lots of primary CTAs here would be confusing to the visitor, unless your search is helped by a shortcut to “Add to basket.”

Using feedback

There isn’t really a better way to build trust in your products than to showcase real reviews from your customers. Think about how you can design your site to include a ratings section on your product pages, allowing your customers to leave feedback. The more positive experiences customers have had with your brand the more trust you’ll build with future customer purchases.

Other than building trust, including reviews in your store design also helps customers to learn a little more about your product that you aren’t necessarily able to include in the product description. Take footwear for example, reviewers are able to expand on detail including what the sizing/fit is like or how comfortable the product is, which can offer that extra reassurance to another shopper and influence the purchase decision.

Optimising for devices

Did you know that 55% of all ecommerce traffic now comes from mobile devices? Yep, that’s right, if your ecommerce store is not optimised for mobile, you could be losing over half of your online customers. From customer loyalty, to convenience, search engine appreciation and generating greater online sales, the list of reasons for going responsive is endless.

When considering your mobile design, the key principles of effective web design still apply. You’re working with a much smaller screen so it is tricky, but keep it simple, make sure it's legible without pinch zooming, enable the user to return to the homepage with ease at any time, and avoid your customers getting lost in your site by keeping it no more than three layers deep (homepage, search results, product page) before checkout. 

If you’re keen to explore your options for a redesign of your online store, get in touch with our team using our contact form here.

Written by

Rebecca Lawson


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