When starting on a new website project, it is inevitable that one places a lot of focus on the aesthetic aspects of the design, which is not wrong. Design is extremely important for branding and building trust, but it is not everything. The purpose of an E-commerce website is to drive sales and sometimes, blatant marketing mistakes are left out in the mad shuffle of having a good design and you have to make sure not to let your pride come before your profit.

Below are six marketing aspects we recommend you keep in mind when you are going through the process of designing for your E-commerce store.

  1. One prime example that customers like to emulate for their E-Commerce website is Apple. Yes, without a doubt, we all know that Apple has a clean and minimalistic website that keeps millions of fans attracted to their products and that they have fantastic sales results year after year. But as much as we would like to be, we can’t all be like Apple.

    It is important for you to develop a website that has a clear and highly targeted brand direction.
    For example, more often than not, we see websites that look lavish and extravagant but target the low-end market or vice-versa, businesses selling luxury goods on a website that looks like a discount or imitatation e-store. The result of this is low sales conversion.

    When visitors enter your website, they should intuitively know what kind of E-store they are in. Is it a high end luxury product? Kitchenware? A vintage retailer? As per planning the interior design of a brick and mortar shop, your E-Commerce website should also take into consideration the brand’s positioning and message when designing your E-Commerce website layout.

  2. Secondly, what makes the Apple website stands out is of course, high-quality product photography. Clear, concise pictures can make a difference to how your website looks in general. As they say, a picture speaks a thousand words, and beautiful images can influence your visitors’ thoughts and emotions and activate their impulse buying behaviour.

    In an era where visual sharing can play a major role in online market, nice pictures can impact your ability to market your brand on other channels. Pictures are constantly shared on social media platforms such as Pinterest and Facebook and having attractive pictures can make your website infinitely more sharable on the social web.

  3. Another problem with E-Commerce web design is people often do not pay enough attention to the internal pages. You must always remember your homage is not your entire website. As an online retailer, your target is to get people into the conversion funnel as fast and efficient as possible and this cannot be done on your homepage. So you have to bear in mind to set up two particular sets of internal pages – key category landing pages and shopping cart – which will help in user’s navigation and also your Search Engine Optimisation performance.

    • Category landing pages
      Targeted keyword traffic will be driven to these pages which shows products of the keywords which your visitors have searched for. For example, if someone is looking for blue shoes, you should be directing them to a category page which shows all the blue shoes you offer in your store. This is so that they will not have to navigate or filter through thousands of products to look for blue shoes, enhancing and increasing the efficiency of their shopping experience, thereby accelerating their conversion progress. Similarly, traffic from your Pay-per-click (PPC) campaigns should also be directed to these pages for the same reasons. Hence, it is vital for these sub-pages to function well as standalone entities. Some design elements that you can consider adding are rotating banner or featured products section, a descriptive headline and some well-written content at the top of the page.
    • Do not be mistaken that the shopping cart is purely a transactional space. This is where a lot of visitors abandon the conversion funnel. It is extremely important to include usability design and graphic design in this section. One detrimental mistake commonly committed is to send users to third-party shopping carts. This lowers the trust of your buyers and brings about discomfort to their user experience. The cart should be hosted on your site, and should be streamlined and easy to use. It should not be complicated, and information requested should be as simple as possible, providing a simple and seamless experience for the buyer to complete their purchase.
  4. This should be a no-brainer. It is extremely important to put contact information on your site. Make it simple for people to find and contact you. This boosts the trust level that your buyers have in you as they know where to find you if anything goes wrong. Creativity will not help to reassure your customers. Put your contact details in distinct places. Buyers tend to find that a business is dodgy if they are unable to find any contact information on your website.

  5. lWhen moving into the E-commerce business segment for the first time, many established brands serve an older demographic that may not feel safe making payments online. Including trust symbols on your E-Commerce website will help to reassure your buyers.

    Trust symbols on the landing page could be represented by client logos, industry memberships and even awards. At the payment page, badges like VeriSign, McAfee, or like httpS:// in the url page can boost faith and assurance in the security of their checkout process. Additional simple design elements such as strategic messages about respecting the privacy of the shopper can have a huge impact on lead conversion as well.

  6. Another fundamental but commonly undermined design element are the Calls-To-Action (CTA) buttons. These buttons lead visitors to take an action on your E-store. Both the messaging and design elements may affect the click-through rate.

    Firstly, the buttons should look distinct and encourage curious or interested buyers to want to click. It can have a little gradient and shadow to resemble a 3D button. It can also have some animation when hovered over, prompting users to click it.

    Secondly, the buttons should stand out on the page. The buttons should be distinctive and easily to recognise with contrasting colours to make them look more impactful. You need to make it clear that these buttons represent an action.

All the above considerations are good habits to have and we hope to be of help in your E-Commerce development project. Always run A/B tests on every aspect of your website to ensure it is achieving the best conversion rate.

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