From fonts to photos, there’s a lot more to a successful e-commerce website than meets the eye. Small changes – often changes that affect just a few pixels on each page – can have an incredible effect on sales, click-through rates, and profit.
These four head-smacking design tips, courtesy of Custard Online Marketing, may seem simple, but they’re often all that’s required to take an otherwise unsuccessful e-commerce website and turn it into a lucrative online market leader.
1. Keep key information above the fold
Many e-commerce websites try to fit as much unique content onto their product pages as possible, largely to maximise SEO performance. This is a great tactic for maximising traffic, but it can have some side effects when it comes to sales.
The average customer is rarely interested in reading a 500-word description of a product, despite Google’s algorithmic interest. Instead, they want to read the key information – benefits, features, pricing, and other important information.
Split your on-page content into two sections – a short, snappy description that’s focused on benefits and key features for the top of the page, and a long product description that’s below the fold for search engines and enthusiasts to focus on.
2. Simplify your sales and checkout process
A complicated checkout is an unsuccessful checkout. The fewer forms, fields, and dropdown boxes you have on your checkout page, the smoother the process will be for your customers.
Spend some time going over your shopping cart and checkout pages to make sure they’re easy to use. Simple things like auto-populating certain boxes using known customer data can save time and, in many cases, increase conversion rates.
3. Develop a detailed, specific, and powerful search
Does your e-commerce website have hundreds of products for sale? If so, you need to have a search engine that’s powerful enough to find what customers want, when they need it.
Add extra features to your search engine to make it as easy as possible for users to find what they’re looking for. For example, if you sell shoes online, adding a search feature that allows users to search by size makes it easier to find suitable products.
4. Use high resolution images and product videos
Images and video are the keys to a successful e-commerce website. High resolution, detailed images are often the difference between an average e-commerce store and an industry leader.
Try to use the highest possible quality images for your website, preferably a variety of images showing your product from several angles. HD video, especially a product demonstration video, can also have a positive impact on your conversion rate.