An outstanding website design for e-commerce is crucial for creating a positive user experience (UX), driving conversions and building a successful online store. With the world of website design constantly evolving to suit new technologies and fit the latest trends, it can seem like there is a lot to think about when it comes to website design for e-commerce.
Your website should be designed to provide an optimal viewing experience across various devices and/or screen sizes. Responsive design ensures that your site is accessible and functional on desktops, laptops, tablets and smartphones. According to research conducted in 2023, over 55% of all web traffic is now coming from mobile devices. This means that if you don’t have a responsive website design for e-commerce and instead use an unresponsive design, you’re setting yourself up for a potentially huge loss of customers in the mobile market.
Make it easy for users to find what they`re looking for by implementing clear and intuitive navigation menus. Use descriptive labels, logical categories and prominent search functionality to help visitors quickly locate products or information, remembering to avoid overwhelming the customer with too many options and a cluttered menu. People don’t want to click through 15 different pages and menus to find the product they’re looking for, so using filters to adjust parameters regarding colour, size, material or product type will make the search process easier and more enjoyable for the customer. Your customers are far more likely to return to your online store if they can feel the benefits of your skilled website design for e-commerce.
Use compelling and visually distinct call-to-action (CTA) buttons to guide visitors toward desired actions, such as adding items to the cart, completing a purchase or subscribing to a newsletter. Ensure they stand out and are strategically placed throughout the website design for e-commerce. The buttons – as with the rest of your e-commerce website – must be consistent with each other and with your brand guide, as that is one of the ways that website design for e-commerce can be used to build a loyal customer base. We humans are creatures of habit, and just as we like to visit familiar brick-and-mortar stores, we like to revisit familiar brands online once we know we are satisfied with the product, and the website functionality and design.
Showcase your products in your website design for e-commerce with high-resolution images that provide multiple angles and close-up views. Allow users to zoom in for better details – without allowing that zoom function to mess up the overall user experience due to a lack of mobile optimisation – and consider incorporating product video clips to enhance the shopping experience. Some websites have reported as much as a 40% increase in conversions and sales when they incorporate 360° product images, replicating the view of a product a customer would get at a brick-and-mortar store. A great way to display website design for e-commerce is to let the pictures do the talking – a picture speaks a thousand words, especially in e-commerce!
Simplify the checkout process to minimise cart abandonment. Use a progress indicator to show users how many steps are involved, provide clear instructions and fields, offer guest checkout options and support popular payment gateways for convenience. We are constantly being told about the dangers of information sharing and online hacking, so it’s understandable that lots of people will become instantly suspicious when they have to give away too many personal details before they can make a simple purchase on your website. You’ll also want to alert the customer to your payment gateways before they get to the payment step, so they know their preferred method is available before getting to the checkout. This is a specific way that website design for e-commerce differs from information-based websites.
Display user-generated reviews and ratings to build trust and credibility. Positive reviews and ratings can significantly influence purchasing decisions, so make them easily visible on product pages. The human aspect of user reviews is encouraging potential customers to visit your website, as 61% of shoppers report that they seek out customer reviews before making a purchase. Including product-specific reviews on product pages or perhaps of your bestselling items is a way of using website design for e-commerce to your advantage.
Implement a robust search feature that delivers accurate results even with partial or misspelt keywords. As with your menu navigation, you will want to include filtering options to help users refine their searches by price, category, size, colour and other relevant attributes. Website design for e-commerce includes search bars that typically go right at the top of your website on every page, and they’re generally in the upper right-hand corner of the screen to make them as easy to locate as possible. If people have to search for your search bar, you’re doing something wrong!
Leveraging data and user preferences to offer personalised product recommendations is a great way of using website design for e-commerce. By analysing browsing and purchase history, you can suggest similar or complementary items, enhancing the likelihood of cross-selling and upselling. We see personalised recommendations on streaming sites such as Netflix based on our past interactions with the site, and we see our recommendations on the top carousel of shows and movies shown on the page once we log in. It’s suggested that you should put your recommendations for customers on their homepage too, so they’re drawn to them immediately.
Optimise your website design for e-commerce for speed to ensure fast page loading. Slow-loading websites can frustrate users and negatively impact conversion rates. Compress images, minify code, and make use of caching techniques to improve performance. This aspect of website design for e-commerce is as important as mobile optimisation, because in today’s fast-paced world, we want our information immediately, and we know that we can get it. If your website isn’t fast enough, potential customers will click away to competitors who are doing exactly what you do, but faster. A mere one-second delay can have disastrous effects on your business, with 7% of potential conversions lost in just one second of loading time.
Maintain consistent branding throughout your website. Use your brand`s colours, typography and logo consistently across all pages to reinforce brand identity and establish a cohesive and professional look. Before designing your website, you should create a brand guide that will become your reference point for any design choices. Smart website design for e-commerce uses a brand to its advantage by gaining the trust of the customer. A sense of customer security comes from knowing the brand, so you need to know your brand equally as well.
Highlight trust signals such as secure payment options, SSL certificates, recognised security badges, and clear privacy policies. Incorporating these elements helps build trust with your customers through website design for e-commerce, reassuring them that their information is safe.
Website design for e-commerce absolutely must include contact information. Provide easily accessible contact information and multiple support channels, including live chat, email and phone. Promptly respond to customer inquiries to ensure a positive customer service experience, which in turn leads to future conversions. Remember, while these are general guidelines, website design for e-commerce can also depend on your target audience, industry and specific business goals. Continuous monitoring, testing and user feedback are essential for optimising your website`s design and maximising its effectiveness.
A brilliant website is not built in a day but requires upkeep and maintenance to continue to impress customers. If you want to have a unique website, our team open web design process allows us to do truly unique website design that will pique the interest of your business profile and provide you with a competitive edge.
The visionary leader of DBETA - a renowned London-based web design agency. Donatas and his experienced team are passionate about creating cutting-edge software, modern web designs, and advanced cloud services.