A designer will have many opinions and elements to consider when it comes to building, redesigning or enhancing a website. Here it is best defined the challenges designers are facing- on one side your work is to always look great and deliver an optimized browsing experience to your website visitors and on the other side there is only one measure, the quality in existence of e-commerce. This measure is known as the conversion rate. In other words, a well-designed e-commerce website is the one that converts and makes sales.
Here are 5 e-commerce design principles to ensure a solid foundation for a conversion driven website.
1. Simple and functional navigation
When approaching the design of navigation in the app, users will be more comfortable if they can get what they need within the least number of clicks. Test your sitemap and menu structure to check for unnecessary pages and action in the user flow. Try to limit your header to the following elements:
With concise navigation options and categorization option, users are able to intuitively interact with your site and are driven further down the path to conversion.
2. Intentional minimal design
The popular phrase less is more holds true when it comes to designing each page of your website. Users will enter your site through a variety of landing pages and not just through the homepage. Therefore its imperative that all elements and content are clearly executed in the design and are necessary to bring the customer one-step closer to converting.
The whitespace, which has been established for years, remains essential principal to ensure success. Whitespace is just as valuable as imagery and content, and the key is to strike the proper balance that allows users to easily digest a page, get more out of what they see and drive down the path to conversion.
3. Consider card design
Going into 2018, we will continue to see websites that utilize card design, simply because it serves multiple purposes. Naturally, cards are easier to scale for all breakpoint- whether the elements are increasing or decreasing. This eliminates the fear if our designs are scaling correctly on all viewpoints and devices.
Cards also play into the intentional minimal design, as they are contained elements that are clearly and consistently executed, making it simpler to pull a user into that piece of content and take action to convert.
4. Clear call to action
By now, you have everything in the proper place. Now call to action is the most important element on each page. You must provide a highly visible way to tempt the user to click and convert. Every product thumbnail should have a large “ADD TO CART” or BUY NOW button to provide as few clicks as possible.
In addition, for your product detail page the CTA button should be prominent enough in size and in a highly contrasting color. Do not give the customer s to drop off at final stages of completing their purchase.
5. Painless checkout process
By now, if not all e-commerce platform, most platforms allows for a one-page checkout implementation. This allows the user to instantly understand everything required to complete the purchase, with a clear outline of the steps to do so. Best practice includes a progress bar or design treatments that clearly shows what steps are complete and what steps should be done next.
Keep the amount the forms fields minimal, by only requiring only the essential information needed to process the order. Providing confirmation after the fact with a Thank you page is an easy way to show the completion of the order, but also turn a user into a repeat customer by displaying promotions or related products.
These five e-commerce design principles for success give you the foundation you need to increase conversions on your website. However, these principles alone are not going to provide overnight success. Continue to look into performance data and test the various site elements in order to drive the proper User experience/User interface enhancement and further optimize each page for conversion.