To build a successful ecommerce business, in addition to selling a product or service people want you also need to invest in various elements such as search engine optimization (SEO) and graphic design. In fact, not having an impactful and responsive web design can cost you sales. This is why it is essential to leverage design properly to boost your ecommerce business.
Here are five ways to leverage web design:
1. Become customer-centric
You need to relay to your customers that you value them.
You must ensure that every design element of your website serves the purpose of bringing value to your customers. Whether it be product images, shopping carts, payment methods or contact form, every factor needs to be aligned with how customers wish to shop. This approach is used by Amazon. As per Jeff Bezos, Amazon digs deep into customer insights about the use of its platform to bring changes that suit customer needs.
Keeping user experience (UX) in mind when you are designing your ecommerce website plays a crucial role in turning visitors into loyal customers. Therefore, when you are communicating your needs to your ecommerce website design company, go over each design element with the perspective of the customer.
2. Communicate consistentcy
Branding is just as important in the world of ecommerce as it is in conventional retail and other industries. A brand is more than just the logo and symbols you use. A brand is a set of promises that you make to your customers. And you must keep it consistent both offline and online.
In terms of graphics designing, this can be achieved using consistent themes. Your value of keeping your customers first can be relayed through responsive web design and fast load speed. Each of these aspects helps in creating a strong brand. Decide when and where to use a logo. Choose a personality for your ecommerce store and communicate it via product descriptions. Make sure to remain consistent in your personality as well. Together, this can help boost your ecommerce store’s presence and profitability. While it might not be ecommerce, Starbucks uses this strategy to reflect a strong brand image. The theme of their brick-and-mortar store and their online communication is kept consistent. Similarly, GAP’s logo redesign of 2010 failed because it didn’t resonate with the current brand image.
3. Make the view cart button standout
What is the most important thing on your ecommerce website? No. it is not your product. Instead, it is the view cart button. This is how important web design is for ecommerce. This shopping cart icon is usually present on all pages once a user begins to interact with your website. Make sure to add one and ensure that it stands out. This helps your customers in viewing what items they have already added into their cart and what their total bill is.
It has been observed that having this design element in your ecommerce store boosts conversion rates. This is why giants like Walmart, eBay and Amazon always display their carts prominently.Therefore, if you want to take your ecommerce business up a notch, you don’t just need to include this icon – you have to make it recognizable. The key is to be as transparent as possible. You wouldn’t want your customer to confuse the symbol for something else, and hence be dissatisfied.
A great way to make the shopping cart icon stand out is by using a bright color. As per experts, red is the best color for a call to action since it promotes a sense of urgency. Others advice brands to opt for triadic and complementary colors.Make it larger than all other buttons to increase the recognizability. However, make sure that it doesn’t become a catastrophe, design wise. After all, customers do care about aesthetics as well.
4. Be upfront about pricing
Some ecommerce websites design their experience to be ambiguous when it comes to pricingand shipping. This is a major no. Transparency and honesty are what allows you to form a deep connection with your customers. Therefore, make sure to be upfront with your customers regarding pricing.
In fact, you must make it easy for customers to find the cost of a given item. The more hidden the price is, the higher is the chance that your visitors will abandon the product, or worse the website. For instance, let’s say you have an online leather jacket store. You decide to hide the prices of premium products to increase their sales. However, customers might perceive this to be deception and may be put off from using your ecommerce website from the get-go!
The same rule appliesto shipping. Some websites tend to be unclear about the shipping policies and prices. Rather than giving this information towards the end, it should be visible from the start. Various studies have pointed out that displaying shipping related information towards the end of the purchase increases cart abandonment rate. It is your customer’s right to know the final price (inclusive of shipping) from the start. This will improve your conversion rates and offtake of products.
5. Optimize your web design for generating sales
At the end of the day, your objective is to increase sales. While including your brand story, along with additional information, is useful to establish a brand, you must ensure that you don’t overdo it. You must optimize your web design to enhance your sales volume.
How do you do so? Simple. You need to avoid any distracting web design elements. For instance, don’t have pop-ups that urge customers to sign up for newsletters, unless there is an incentive for doing so. This is because pop-ups tend to annoy customers whose goal for visiting the platform is to purchase items. Only if there are incentives offered like discounts for signing up to the newsletter, such pop-ups should be avoided since they don’t enhance the customer buying experience. If your ecommerce cannot offer promos for newsletters sign-ups, it is best to have contact forms or a call to action button for the newsletters instead.
Walmart is great at doing this. From the moment you visit their website, you are shown potential products. The link to their story and company is present in the bottom banner for those who may wish to peruse it.