E-commerce design differs from regular web design. At the same time, you have to attract users, promote your products, and create a feeling of security. If you're missing any one of these aspects, then consumers will look for the same products on another website. Here are a few tips to stop that from happening.
4 Tips for a Better E-Commerce Website
1. Make it easy to contact your business
Finding your contact page should be as simple as going to Google. Moreover, sending a message, finding your email address, and calling your business should all be intuitive.
A recent Search Engine Journal article stresses the importance of having a straightforward contact us page. According to the article, you should give users multiple options for contacting your business:
"Never make it hard for a buyer to get in touch or request support. Consider the contact page a feature of the website. Include multiple ways to reach out, including phone, email, and an online form. Some companies with brick and mortar stores offer online appointment setting via their contact page. Be sure to add customer service social links and Google maps for locations."
It should never be the case that someone wants to get in touch with your company, but can't because of a murky contact page. Not even once. Consider this a priority.
2. Have a transparent checkout process
Users get anxious during the checkout process. They're worried that they'll accidentally order something twice, send it to the wrong address, or put their credit card information at risk.
Do everything you can to relieve these fears. Make the process transparent, clear, and secure. Users want you to effectively hold their hand during the process.
3. Leave breadcrumbs for users
Breadcrumbs help users backtrack through your site. This is helpful in case someone wants to go back to a product they saw on a previous page.
Since clicking back isn't optimal, e-commerce pages should feature breadcrumbs. This Huffington Post article explains how they help users re-orient themselves:
"Breadcrumbs help users orient themselves within the shopping process. When a user ends up on a product or product category page and forgets how they arrived there, the breadcrumbs will re-orient them and offer them a pathway backwards to explore further. It also saves the trouble of clicking “back” on the browser multiple times or returning to the homepage and beginning the navigation process all over again."
If someone is looking at scarves, for example, they might want to click back to the "Winter clothing" or "Accessories" pages. Breadcrumbs make it easy to do that.
There's no real reason not to include them. They don't clutter your site and might keep users from accidentally clicking back to Google's SERPs.
4. Don't forget about mobile performance and aesthetics
Google is placing another bet on its mobile vision. Here's the latest on mobile design, straight from the horse's mouth:
"To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly."
It's not speculation any more. It's not even coming from experts or other third-parties. Google is directly telling you that you need to have a mobile site, or else you'll slide in the rankings.
This means both performance and aesthetics. Your site needs to function and look well on mobile devices.
The good news is that this will help you convert new users. You'll open up your site to a whole new audience -- smart phone and tablet users.
Navigation, performance, and aesthetics are all critical for e-commerce sites. To talk more about web design for e-commerce sites, or anything else, contact us today.