Ecommerce Web Design: How to Optimize Your Store to Drive Sales

You have a great product. You’ve built an amazing website. You’re ready to sell online and capture the untapped potential of eCommerce. Now what? If you want your store to drive sales instead of just giving visitors a great user experience, you need to optimize your eCommerce web design for conversion rate. Here are some ways to do that. With so many e-commerce websites fighting for attention online, it helps to understand as much as possible about performance before launching your site. After all, once your site is live, it’s very difficult to make changes without significantly affecting its performance. With this in mind, let’s take a look at the most important factors when designing an e-commerce website and explore ways we can improve them individually:

Start with user research

The first step in designing an e-commerce website is user research. The goal of this research is to find out what your target audience wants when they visit the site. Use this research to answer questions about features, design, and usability. Each of these will make up a part of your e-commerce website design and should be considered before you make major design decisions. If you don’t do any user research before beginning the design process, your store may not meet the needs of your target audience. User research is vital for understanding consumer behavior and creating effective UX design for a digital store. This can include web analytics and surveys that go outside the website and into social media or even a focus group.

Good product photography

One of the best ways to increase a product’s conversion rates is by including high-quality images. This is true for any type of product, but it can be especially effective for products with lots of variation, like clothing or shoes. With the right photography, you can communicate the product’s look and feel much better than a simple text description could. You can also include product details like size, color, fabric, and more in your photos to help customers make quicker decisions.

Clear product descriptions

One of the most important factors is the clarity of your product descriptions. This should be no surprise as it’s one of the most important parts of any website. The more you can tell customers about your products, the better chance they have of making a purchase. The problem is that some e-commerce websites make this difficult with cluttered product descriptions and unclear photos. This doesn’t give visitors enough information to make an informed decision about their purchase. To combat this problem, make sure you include detailed product descriptions in your design so customers know exactly what they are getting before they place their order.

Key usability elements

  1. Navigation Navigation is a key part of any site, and on an e-commerce site, it should be designed to lead visitors to your products or services quickly.

2. The Shopping Cart should be prominently displayed on your site and easy to find. It should also have clear instructions for how to add items, remove items, and proceed with the checkout process.

3. Product Pages Your product pages should include all the necessary details about the product you’re selling: images, detailed descriptions, and specifications. You may want to consider adding videos as well so that customers can see how the product actually works in detail before they buy it.

4. Call-to-action buttons (CTAs) Websites often tout their call-to-action buttons as well as links that say “Add to Cart” or “Buy Now”—something that will encourage visitors to take action now so they don’t miss out on your product or service while they’re browsing through your website. And these CTAs don’t just have to be on the home page; they can also appear throughout your site in places like the sidebar or footer where content is grouped together by category.

Don’t forget the bottom of the funnel

One of the most frustrating parts of online shopping is getting to a site, browsing around, and then having nothing to buy. For that reason, many marketers say it’s important for e-commerce websites to have conversion rates at the bottom of the funnel. Browsing should always lead to some sort of action. We can improve this by adding content at the end of product pages to create an impulse purchase or promoting products we know our visitors will like in other parts of the site. Additionally, it’s important for e-commerce websites to have social proof so visitors know they are buying from a reliable source. One way you can do this is by providing honest reviews from customers on your product pages.

Optimize your checkout process

The checkout process is the most crucial part of your e-commerce website. It’s the last thing visitors see before they have to make a difficult decision. If you’re using WooCommerce or another popular e-commerce platform, take some time to read through their documentation about how to optimize your checkout process for conversion rates. There are also some great plugins that can help you out with this. An example is Wishpond Checkout Pages, which allows you to add a customized and personalized “thank you” page after the payment stage has been completed. This helps build trust and encourages more sales.

Wrapping up

In summary, there are four major areas to focus on when designing an e-commerce website for conversion rate. After doing this research, you should be able to create a site that performs well and drives more sales


1-UX Design in Agile: A DSDM Case Study

2-Conversion rate optimization through evolutionary computation

July 2017 Pages 1193–1199

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