Tips for Ecommerce Web Design and Functionality
Selling products online is one of the most popular ways to profit from the internet. An eCommerce website can be a lot more cost effective than a traditional, bricks and mortar shop, and you can appeal to the masses which use the internet on a daily basis. If you choose to start an eCommerce website, the website design has a huge impact on the success of the business due to it’s effect on the user.
The website isn’t just a buying platform, it’s also your chance to acquire your customers, your shop-front and also your checkout point! It’s every part of the marketing and sales processes. It’s every point of contact.
These tips for ecommerce web design will help you to ensure your ecommerce website is aesthetically pleasing and functional.
Ecommerce CRO – Conversion Rate Optimisation
One of your most important metrics at all times is your conversion rate. You should always be keeping this key metric in your mind, and checking it daily. You should be always trying to increase your conversion optimisation rate! You should have different goals that you’re aiming to convert; from a sale to a newsletter signup or a “save for later” function. All of these buying cues need to be attributed to a sales funnel process for you to drive customers toward making purchases. Ways you can improve your conversion rate include, making the purchase process more simple, improving site speed or adding a filtering function.
Another way of improving your CRO is to master your use of calls to action. These short phrases guide your users into your sales funnel.
Make the Ecommerce Checkout Simple and Fast
A one page, simple checkout is the easiest way to reduce cart abandonment. No user wants to go jump through hoops just to buy a product. If buying isn’t easy, less people will do it. Simple. So make it easy for them.
Consider whether or not you’d like users to register, and contemplate a guest checkout option. A guest checkout option can be a lot easier to navigate than having to make an account. And while making an account is great for you, it may not always be ideal for the user.
It’s also a great idea to include a cart feature that allows users to see how much is in their cart prior to clicking through, while they browse. Whether this is a number of items or a subtotal is your choice, but this may make it a bit easier for you.
Use rich media such a video, interactive 360 product images and any other forms of rich media that will help you to sell your product.
Out of Stock Products
You don’t want to have to remove a product from your website every time you go out of stock, but you don’t want it up there, taunting people who want to buy it but can’t! So you need an out of stock label on everything that is currently unavailable. It’s also possible to include a pre-order function or a “wishlist” function.
Add an eCommerce Search Function
Allow your customers to easily find the products they want. Add a really amazing search function and filtering options for colours, sizes, and every other variation that you can possibly think of. If people can’t find what they need, they’ll leave.
Which leads me to the next point:
Avoid User Drop Offs and Cart Abandonments
There are so many reasons why customers leave and abandon their carts. One of the biggest problems for ecommerce websites is abandoned carts, and you need to keep a close eye on analytics to ensure you know why this is happening and see if you can decrease the drop offs.
Website design for ecommerce involves a lot of trial, error and constant conversion optimisation.