Internet Retailer - Keeping site design to a minimum

In Feb. 20th edition of Internet Retailer, Elastic Path’s VP Marketing was quoted in an article called, “Keeping site design to a minimum” which discussed the very relevant idea of keeping your ecommerce site design clean and simple rather than barraging visitors with a confusing clutter of linkable chaos.

Here’s what he had to say:

Generally, many e-retailers can’t seem to see the forest for the trees, contends Jason Billingsley, vice president of marketing at Elastic Path Software Inc., an e-commerce platform vendor.

“A forgotten aspect of site design is minimalism—reducing features, reducing functionality,” Billingsley says. “When you look at successful e-commerce designs like Apple’s, you see it’s difficult to get confused. It’s minimalist. And if you can get across one clear message, it’s far more effective than crowding shoppers with more features and functions.”

The article also quotes Craig Smith, founder and managing director of Trinity Insight LLC, and Troy Lawson, chief technology officer at Best Kiteboarding LLC who echo Jason’s opinion saying on minimalism, saying, “You don’t want to cause analysis paralysis, where you give shoppers so many options” and, “… take something so complicated but present it in a way that is so easy to use,” respectively.