Keep the design of the e-commerce website as clutter-free as possible. There are probably many elements that you would like to put on every page of the website, but think about what are most necessary to convince the customer to make a purchase.
List all of your elements and decide which ones are vital to making a sale. Also prioritize what information is most important to least important. For example, on a product page, the image of the product, its title, description, availability, prices, etc. are obviously important. Keep this in mind throughout all pages of the website and avoid overwhelming visitors with too much information within a small area.
Visible E-Commerce Shopping Cart
Design for your e-commerce website a shopping cart that remains visible throughout the stay so that users are re-assured of what exactly they have in their cart and how much it costs. This also makes it easy for them to quickly checkout.
Clear Navigation Paths
Give users a clear idea of where they are within your e commerce website structure. Breadcrumb links are one good way as well as having dropdown menus which demonstrate the structure of the website.
Each page where an action is required of a user, such as a product detail page, should have a strong call-to-action, which incites the user to take the next step toward accomplishing the goal of the page. This may be “Add to Cart”, “Checkout”, or most importantly, “Submit Payment”. Be sure to not have more than one prominent call-to-action – call it your primary call-to-action – per page. Secondary calls-to-action are good to have as a another choice when a user is not quite ready to commit to the primary call-to-action. For example, they may be willing to view your software demo, but not ready to purchase your software. Rather than lose that visitor, keep them on your website for a few more minutes by offering them secondary options.
In any e-commerce website design, it should be crystal clear to your customers what is going to happen when they click on something and how it is they are going to go about accomplishing their objectives on the website. Use on-hover techniques to keep your design clean, yet explicative of what is going to happen when they click. Label links in a way that helps understand what the user should expect on that page of your website. Give your customers an experience that is pleasant, without surprises. Look at major e-commerce websites, and borrow techniques that seem consistent across many of them. This will most often be a safe bet to take. Major website companies test their designs over and over again to find what generates the best results. Some of their techniques can be borrowed for your website.
Whether it’s your colors, your layout, or style guidelines, keep a consistent image across your e-commerce website so as to avoid confusing your visitors. If you have a variety of colors being used for the same type of button, it may cause a drop-off in sales simply due to the uncertainty brought on by the inconsistency of your design.
Create a checkout process that is as simple as can be. Fields should be easy to fill-out, not too close to each other. Pages should be clearly labeled and free of clutter. Look at some of the world’s most popular websites for ideas on what a good checkout process might look like.
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