E-Commerce Design Masterclass
When I was asked for my thoughts on an underperforming website recently, I wrote a list that Zoe called a ’masterclass’ in e-commerce design. She asked me to turn it into a blog post so here it is – some top tips on designing an e-commerce website:
Does The Website Engage Or Excite The Customer?
The design needs to inspire, motivate and convey urgency to a customer. Aspirational imagery can grab a visitor and make them want to buy into your brand and your product offering. A boring website, just like a boring shop, will never inspire me to buy.
Is The Product Page Strong?
The product page needs to grab the customer and entice them into buying, and the photography is one of the most important elements of the page. A dark, dingy picture doesn’t inspire confidence and the customer can’t see how good your product is. Get pictures taken professionally and stick to one style throughout. Also make sure that if you’ve got a competitive price, shout about it. A price of £89.99 with an RRP of £119.99 makes me think I’m getting a bargain. Without the RRP I know I can get the product cheaper elsewhere.
Are Extra Benefits Prominent?
If you’ve got free delivery this may be a dealmaker to a visitor, so make sure it’s utilised effectively. Give it prominence within the design.
Does The Website Upsell?
Serious e-commerce sites upsell by offering similar products on the product pages or special offers for multiple buys. Remember Amazon’s "buy This Book with This Other Book for just £12.50?" – this is a great promotional technique to get consumers filling their baskets. Upselling also engages with the customer and makes them feel that your site has a lot to offer.
Are There Calls To Action?
The design must catch the user’s attention with appropriate calls to action. If you compare it to a high street store I might go in, wander around but leave without buying anything because nothing’s caught my eye. Reduced signs, hot deals and ’ending soon’ offers would make me seriously consider a purchase, so integrate them into the design.
Can I Find The Buy Button?
It’s amazing how many e-commerce shops overlook this one. The ’buy now’ button should be prominent, not below the fold or the same colour as the background. Don’t let it get lost in the design.
If you’re wondering what a good e-commerce site should look like, take a look at Alfresia. It’s very successful but in an elegant way, with no cheese. You feel that you’re getting a bargain but from a major retailer – they look serious about brand and customer service. A perfect combination.
