Ecommerce Web Design

Raise the bar for your customers with an online experience that exceeds their expectations and enhances your ROI.

Essential Features of an Ecommerce Website

Suggested Pages

Give potential customers the flexibility to search for the products they’re really interested in.

Having suggested results in the search bar will help you sell more merchandise by directing customer traffic to specific products and categories. Remember that highlighting certain promotions and seasonal offers can also push traffic to specific portions of your site.  

Related Products

Displaying related products that complement or are relevant to the product pages to your customers visit is a fantastic way to increase profits. Using this feature appropriately can even influence customers to spend more time and money on your website by showing them products similar to the ones they’ve already expressed an interest in. Furthermore, adding social media sharing options on your product pages can encourage customers to promote your products to their friends, colleagues or families, resulting in increased exposure to potential customers that may have never have heard of your business otherwise. Visitors to your site can do this manually, of course, but the chances of them sharing your products will increase dramatically if you streamline the process for your customers.

Product Filtering

It is imperative to allow your customers to customize their on-site e-commerce experience by giving them ability to filter categories and products based on popularity, price, product reviews and more. Typically customers don’t enjoy scrolling through endless pages of products, so having a “view all” option can be a good idea to simplify the shopping experience. A quick preview feature can be incredibly helpful in helping your customers make decisions without having to click through to the full product page.

Product Details

Be sure your customers can make informed choices by providing detailed, accurate, and concise information about each of your products. Customers that cannot find the information they need may feel too uncertain to finalize their purchase. Items do occasionally become unavailable in certain sizes, colors or styles, and allowing your customers to be notified if an out-of-stock item has been replenished will show them that you care about serving their needs

Dynamic Shopping Cart

When a customer adds items to their shopping cart, be sure your site displays the cart in a small window, and that the cart automatically updates when new items are added. This ensures that the user experience is smooth and the customer can plainly see that the items are in their cart. Another option you can give your customers is the option of saving items in their cart for later if they are not quite ready to make a purchase- this allows them to store the items they’re interested in without having to choose between buying or deleting an item(s).

Shipping Options

Different customers will want different shipping options or methods, and giving them that choice is important. A single or flat rate shipping method does not allow your customers the freedom to choose their preferred shipping mode and cost. The checkout process can be a significant investment of time and effort, so allow your customers to calculate the shipping costs directly from their cart- before they begin going through the checkout process.

Payment Confirmation

It seems obvious, but providing your customers with an immediate confirmation of their purchase can help them feel confident in their decision to purchase from you. Clicking that “submit” button can be stressful in the moment, and sending them to a confirmation page and sending an email with tracking information can go a long way toward calming their nerves.

How to Build a Successful Ecommerce Website

Set clear goals on every page

Every page of your website should have a specific, defined purpose.

For example, your shopping cart page should simplify the checkout process and have a feature like a follow-up email that confirms that the transaction was successful. Your homepage should entice users to click through to your categories, or even better, straight through to a product page. Once they’re on your product page, you can address any lingering concerns or questions users might have and persuade them to make a purchase. Keep page purpose in mind when planning out the various types of pages that you’ll have on your ecommerce website.

List contact information

Find ways to make it uncomplicated for customers to contact you so that it’s convinient for them to get in touch with you directly.

If you don’t display your contact information visibly for your customers and they have to scour your site for contact information, it could lose you a sale, or worse, the trust of a customer. In addition of listing your location, email address, and phone number, you can also provide customer comments, FAQs, or product reviews for users to read, as well as user-generated content like customer testimonials that highlight satisfied customers that use your products.

Build Brand Loyalty

Look for opportunities to bring users back to your website whenever possible.

Ideally, the more times a user visits your website, the more likely they are to make a purchase. Most people shop online by visiting a number of different websites when searching for a particular product. Relevant, concise emails that go out announcing the arrival of new products or seasonal sales is a great way to bring users back to your website. If a popular item is out of stock, you can also ask for user’s’ emails and notify them when you have that item back in stock. By doing this, you’re not only servicing their needs, but showing them that you care about their experience beyond selling them a product. Furthermore, you also have their contact information for future email campaigns.

A hassle-free checkout process

Create a checkout process that makes it effortless for your visitors to purchase your products.

It has been proven that the more complicated and cluttered an online checkout page appears, the more likely a customer who was willing to make purchase will abandon their cart and take their business elsewhere. As well as facilitating a simple, easy-to-use checkout process, be sure to make your customers clearly aware of extra costs such as flat, expensive shipping rates that could hamper a potential sale. Finally, display trusted symbols like VeriSign or McAfee badges proudly on your website to let your customers know the checkout process is secure, verified, and their sensitive information will be protected.

Be up 100% of the time

A website is only a helpful ecommerce tool if it is up and functioning correctly.

Make sure that your hosting plan is reliable and that it has the ability to adapt to any future needs or growth your website might have. Your hosting plan should grow as your business and sales volume grows, and if your plan is causing delays, lags, or shipping issues, you need to upgrade immediately. Being skimpy on a hosting plan that is not suitable to handle the amount of orders coming in will negatively affect your reputation and lead to decreased sales figures. You never want an interested potential customer to visit your site, only to find its not functioning correctly- most likely that customer will not return to your site.

Designing an Effective Ecommerce Website

User-Friendly Elements

Keeping the design of your ecommerce site as clutter-free as possible will give your customers a clear idea of where they are within the structure of your website. Dropdown menus and breadcrumb navigation can make your website even more user-friendly. Another important element to include is a highly-visible shopping cart, so your customers know exactly what they have in their cart and how much it costs.

Keep your design from overwhelming visitors by avoiding cramming too much information into a small space. On a product page, for example, keep it simple, show the product title, image, description, availability, price, and nothing more. Too much information may distract your customers, or worse- confuse them.

Build Brand Recognition

Consistency is key when it comes to Brand Recognition. Whether its styles, layouts, or colors, it’s important to keep branding consistent across your website (and other platforms too), to avoid customer confusion about your brand.

For example, if you have used several different colors on a call to action button, it could cause a drop-off in sales simply due to uncertainty customers may have about the inconsistency of your designs. They want to know that they will get the same quality experience consistently, and they may not develop trust in your business if there is inconsistency.

If you don’t know where to start, take a look at some major ecommerce sites and borrow some techniques that seem to be consistent. Most major websites test their designs repeatedly to see what generates the best results and user experience. You can certainly borrow these techniques, but be sure to pair them with unique elements like iconography and image standards, tailored to your specific business.

Strong Calls-to-Action

Consistency is key when it comes to Brand Recognition. Whether its styles, layouts, or colors, it’s important to keep branding consistent across your website (and other platforms too), to avoid customer confusion about your brand.

For example, if you have used several different colors on a call to action button, it could cause a drop-off in sales simply due to uncertainty customers may have about the inconsistency of your designs. They want to know that they will get the same quality experience consistently, and they may not develop trust in your business if there is inconsistency.

If you don’t know where to start, take a look at some major ecommerce sites and borrow some techniques that seem to be consistent. Most major websites test their designs repeatedly to see what generates the best results and user experience. You can certainly borrow these techniques, but be sure to pair them with unique elements like iconography and image standards, tailored to your specific business.