10 E-Commerce Design for Increasing Conversions
Sometimes web designers go overboard while designing web pages, especially if their goal is to create catchy and attractive design to entice customers. They add features such as flash animations that can slow down the shopper’s browser, while others use color schemes that send the wrong signal to customers. As web designers that shouldn’t be the only focus, you need to convert attraction of your website visitors into higher sales.
There are many cases where experienced web designers overlook basic usability issues, although creative elements might look very attractive from the design standpoint, they can be a nightmare for shoppers trying to checkout their items. So, it is important that web designers incorporate ideas that will increase sales volumes.
Allow Users to Take Charge of Their Shopping Experience
Each user will have different perspective, so it is important to provide them a variety of choices that allow the consumers to opt for what is the best of them. Some shoppers like the products to be listed according to price. Others might classify items by reviews or release dates.
Provide all the option in every category and leave it to the customers to decide how they want to navigate through the products as they shop. This way, the shoppers can get what they are searching for quickly and make the shopping experience better as well.
Make Your Shopping Cart Visible
When a customer adds an item to their cart, they want to have the peace of mind that the item was actually registered. It is important to understand that visibility of the shopping cart can play a significant role in driving sales. Most customers who wish to buy your product which you put up for sale, but they can’t do it if they are unable to spot the shopping cart. This may cause certain stress on customers because one of the significant feature is not clearly visible to the shoppers who might be in a hurry.
Therefore, somewhere on the page at all times during the shopping process, your store should have an area listing the number of items in the customer’s cart and other relevant check-out information.
No matter where the customer finishes shopping, it’s important to have a quick link back to the checkout page.
Optimize Your “ADD TO CART” Buttons
Site visitors and customers react differently to action buttons and their wording. If for example, your “Add to Cart” button says “more details” or “learn more” out experience shows that customers don’t react as well to indirect calls-to-action.
In contrast, an “Add to Cart” button is a specific and direct call-to-action that elicits a positive response from shoppers.
Coloring is also an important design element here. Depending on the specific type to business, certain colors might trigger different visitor’s behaviors.
Provide an auto-complete search function
Some shoppers would prefer to search for the product directly. So, it is important to have a feature that will let the user find services or product that meet their needs and requirements.
In some cases, searches can return more results than expected or the wrong results if visitors don’t use the correct keywords; the use of an “autocomplete” function within the search box provides the closest matches as customers type-in their keyword.
Clarify Your Navigation Paths
If you have too many categories present it can make things difficult, however, fly-out menus are an effective way to keep your page from getting too cluttered while giving the shopper the opportunity to access any category page at any time.
Using bread crumbs so shoppers can trace their way back from where they came is another way to ensure the shopping experience is a smooth one. Make a path between categories and subcategories somewhere on the page.
Provide a Quick Product Preview
Visitors hunting down products online might want to quickly browse your category pages for items matching their needs.
If your product page is not categorized properly, then it would be a huge turn off for the shoppers who visit your website. They would want to see what they are buying with an information flow that helps them make the right decision.
Whether due to lack of time, slow loading speeds or a personal preference, clicking on individual items for additional details on a separate page is avoided by some visitors.
Clean Up Your Product Pages
The organization of your site’s product pages is a crucial part of ensuring that your customers are drawn in by the information that is most appealing to them.
If you consider customer reviews of the foremost importance, customer review are an important part of gaining the customer’s trust- but they don’t have to be the first thing that the shopper sees. Several elements on any given page mean a complex organization process which can confuse the shopper’s eye.
The first element should always be the product’s image. The shopper wants to see what he is getting for his money. Next to the item list the product name, description and the price to get the customer’s attention. Keep elements like customer reviews and links to similar products closer to the bottom of the page.
Show Availability of Products
If you were to look up and select a product to buy after spending a considerable amount of time on a website reading about it, and it was unavailable. This would not go down good with any customer. So if you have an item that is out of stock, make sure that you clearly label it or remove it from the list.
If you have take the time to select a product, compared it to other options and browsed for better pricing it can be a lasting frustration realizing that the product was actually out of stock whether after it adding to the cart, checking out, or even after placing the order. This can result in a potential customer lost.
Display Product Variations in an Intuitive Manner
Within many industries the ordering process involves selecting specific variations of the main product. For any item that might require a size or color selection, be as explicit as possible, and even include images for different combinations.
Use color swatches and intuitive graphical representation like a size chart in addition to more traditional elements like dropdowns or radio buttons.
Provide a Clear Checkout Page
Clarity and easy navigation are crucial in providing good user experience. So your checkout page should be free of any distractions which may act as a hindrance for the shopper to complete the purchase
When your customer proceeds to the checkout, you want them to go in a very specific direction. When designing, remove items like sidebar navigation to define a clear path to the goal.
Single-page checkout for a single product tends to have the highest conversion rates. Simplifying the check-out process and making it easier for the shopper is a great way to ensure the sale is completed. On the page, the customer should be able to fill out their shipping, billing and credit card information.
Single click checkout keeps the customer coming back and a good user experience will be remembered by the shopper which keeps them coming back.