How to Design an E-Commerce Website That Converts
Today, it’s no more secret that having a fast-paced site for your brand is essential for its success. The reason is that numerous consumers seek information when needed and look for it from the multiple options available on the internet. Truly, having a site replacing all your company’s faucets is great, but one with well-aligned and optimized to the brand’s goals has more advantages. Simply having your product or service online doesn’t guarantee you’ll sell. It’s because virtual buying is encouraged by one’s desire to buy a specific thing. But, such a desire is the consequence of a complex, multi-layered procedure influencing buyers’ behaviour.
When under the web design umbrella, we call this behaviour, the user experience. It’s the biggest concern differentiating between the highest and lowest conversion rates in the eCommerce industry. For instance, do you think there can be equal success between two seller stores with a similar product, but one has an inferior user experience? We all have an answer. An earlier study revealed that there’s a 76% revenue increase by retailers that made a tiny change to their user experience. That’s why we’re here to discuss how to design an eCommerce website that converts new visitors into customers. Please continue reading to learn more.
Take advantage of the fold
Why would web developers waste their eCommerce website’s retail space with moving banners and flashy headers? Maybe they should instead display their elevator pitch. Individuals with little knowledge about web designing should understand that we’ve got something called ‘above the fold.’ It’s clear and seen immediately after a visitor gets to your page. One is allowed around 15 minutes to choose whether to stay on the page or leave without taking any action. That’s why you should never give your visitors a reason to get irritated and leave due to the flashy headers and banners moving round and round. Why can’t you be organized and give visitors an urge to want to know more about you?
Highlight the brand’s benefits
Another time wastage is seen by developers trying to convince page visitors why they provide the best products. Well, that’s not bad. But how about telling them what your brand cares about? Examples may include;
- Having an enhanced life
- People’s pain points
- Avoiding problems
- The product’s gains
You can be sure that anybody coming across your eCommerce store will stay wanting to know how your product will improve their life or make it easier. More money can be made by addressing people’s needs and desires. For instance, if your site seeks to address how business owners can get favourable work areas for their remote workers, then provide details about an awesome workplace’s looks. This way, it’s easier for customers to indulge in transactions with you; hence your business grows. Your product will also have an added value when related content to your visitors is offered.
Everybody adores a clear, fast loading, and a simple site for navigation in an eCommerce website. Never make the mistake of having them chase down your information through special bars, navigation, deep links, or outside videos. Let them find everything in merely three or fewer clicks. It may seem unofficial, but it’s a good practice to implement if you understand how impatient most visitors can be. An extremely complicated website overwhelms a visitor in very few seconds. Consequently, they leave the site without understanding anything about your brand or purchasing any product. But you can avoid this blunder. Make sure any visitor quickly finds whatever they need in your site as quickly as possible and in the most efficient methods. By doing that, be sure to increase user engagement on your page.
A business with a poorly developed mobile site will likely get less than 50% user recommendation. A successful eCommerce website should have a fast, mobile-friendly, and easy to navigate the site. If your site isn’t recommended by one out of two customers or visitors, then something is being lost. You may not know that more than 80% of adult users have higher expectations for better performance by mobile websites than desktops. In this 21st century, it’s crucial to not forget a mobile-friendly website design for your customers. Numerous people are highly embracing smartphone use, which means they’ll require mobile-friendly websites for more convenience.
Allow immediate communication
A visitor may want to inquire about some information on your site. Be certain they’d need an almost immediate answer, if not instant. So, how can you do this? You should go beyond a contact form that sends messages via mail, which is slower, and most people dislike it. The best way would be to display your phone number for them to call directly. It’s upon you to stay online and be at their service. Research shows that 42% of visitors love using live chat, with very few percentages preferring emails and social media. Therefore, it’s best to have a live chat choice when designing your eCommerce website to help convert more. Through it, your visitors won’t struggle to reach you, meaning they’ll get answers to their burning questions about your products. Don’t forget that you only have 15 seconds for capturing their attention when they immediately land on your website.
As a website owner, it’s always good to optimize your product’s purchase process. For example, it should be simple, directed, and undistracted to attract higher conversion rates. Generally, never allow the presence of over two pages between a buyer taping or clicking the buy or add to cart and the checkout buttons. Another thing to avoid is asking customers to sign up or log in before proceeding to the purchase process. Please don’t risk chasing away your buyers in the name of seeking to get their contact information. You can also use the one-click checkout to buy a product. For instance, omit the ‘add to cart’ button, instead have a ‘checkout quickly’ click. It helps quicken the checkout process, which many people would prefer. Getting rid of extra steps as done in the traditional method is meaningful. Less cart abandonment chances will be reduced as the process would be simple and streamlined. We don’t suggest that the one-click checkout is the only better option. Just try to streamline the process to improve conversions and reduce cart abandonment. Additionally, customers will enjoy the minimum data use because the process will be more efficient.
Effective brand description
Among the key tools in an eCommerce website is product descriptions. But without that, high chances are you’ll miss out on several purchases and clicks by page visitors. Pay more attention to your customers, targeting them with descriptive words of your brand. Try to relate to their life goals and challenges. By doing so, you’ll give a thought about how you understand them better, their needs. That way, they’ll increase their confidence in you and want to associate more with your business. The most recommended way to draw them closer through descriptions is to keep it short and concise. It’s because users will often times skip information with longer lines. There’s always a better trick to use whenever the information you have is detailed, try to hide it behind ‘read more’. Another way is by using bullets or integrating infographics is an amazing method to build more engagement. You can use drag and drop infographic builders such as Visme which is a really cost-effective tool for infographic graphic designs.
Proper imagery selection
Do you understand what they mean by saying a picture is worth a 1000 words? An excellent brand imagery on an eCommerce website is a great way to boost online conversions. This can be achieved through uploading high-quality photos of your company’s product. Make sure every image is showcased at all angles with details. Almost everybody gets impressed by good looking stuff. As a result, a buyer’s confidence in the product goes higher. They see it as quality and anticipate receiving the product. On the contrary, posting poor quality images lacking detailed information and a zoom function does the opposite. A potential customer coming across it might feel anxious and wonder what you could be hiding. Truly speaking, only a small percentage of your site’s visitors go through your page reading word by word. That means quality photos can bring a huge influence on their understanding about the product. After landing eyes on the image is when they may be keen on the words for details.
Include company or product reviews
Most online buyers look for reviews to back up their confidence in what they wish to purchase. Product reviews are among the most powerful tools for converting page visitors into buyers. A potential customer would tend to depend on opinions from earlier users of the product. That’s why you should incorporate reviews immediately after the product to show its trustworthiness. Product recommendations from previous buyers greatly drive buying decisions as potential customers tend to believe what they say. It’s the reason you should allow customers to give their feedback about your brand’s quality. The same is done by highly reputable companies like Amazon. You won’t go long before seeing their product reviews.
Generally, shopping cart abandonment may decrease if you display the green-bar SSL on your website. Good examples can be seen with sites like Google, Chrome, Opera Mini, and Explorer. The greenbar implies a reputable and trustworthy website. Apart from it being a visual cue to visitors, your site’s security is also assured. Additionally, the greenbar helps encrypt a buyer’s payment details. This way, online hackers and scammers are prevented from accessing user information. In other words, customers would love to purchase from a secure site where their private information is kept safe.
Provide several payment methods
To shop online, we’ve got several payment methods that don’t rely on cards- for example, bank transfers, direct debit, digital currencies, digital wallets, and e-invoices. While one is allowed to provide hundreds of payment methods online, you should know your target market better. After that, you’ll tell the best and most suitable payment method to use. Let’s think of a site with an average spending worth $40. It can mainly gain by using a debit card or credit card payment style. But, for others, such as overclockers.co.uk have a higher selling value of products and may need other options for payment. It’s been noticed that many businesses have increased their conversion rates by 30% by trying the three payment options.
A website with clear to action buttons has a greater opportunity of converting site traffic into returns. Examples of such call to action buttons include; ‘add to cart’ and ‘buy now’ buttons that stand visible on the page to appeal to customers visiting your site. You can make them stand out even more by using a contrasting color. Unique web design elements can also work to attract attention from viewers. Just don’t forget to keep the wording short and clear with sweetness. Also, remember to ensure that the call to action button matches the intent of the web page’s location. An illustration would be, the call to action button on the content page could be ‘read more’, whereas the one on the product page reads ‘Buy now’.
Redesigning an eCommerce web page may seem daunting, but it’s very simple if you keenly follow the steps discussed in the above article. For instance, you should use the call to action buttons in your website to direct visitors, not forgetting to have them stand out. Furthermore, it’d help if you stopped creating a lot of destructions on your site. You should understand that less is more. Get quality photos and images to speak for your product or service. This is more important than using too much information that visitors rarely go through by visitors until the end. Customers and visitors highly rely on feedback from earlier buyers about a certain product. Therefore, it’s necessary to include reviews on your website. Allow customers to comment about it at the area just below the product. You can also go back to the above information to find out more about the payment ethos and product description, among other points that boost a website’s conversion.