The design of your e-commerce website is the base around it which your business is built. An effective design will ensure that all the elements stand out and are viewed by the user as you intend them to see it. On the other hand, a badly designed website will ruin all marketing and sales efforts. Therefore, it is essential that you take all the time that you need to finalize and test the design. Here are 7 essential things which you need to keep in mind while designing an e-commerce website.
1) Do Not Compromise On Usability For Looks
The most important feature of a well designed website is that it draws the user’s attention to the areas which you want them to notice. It is fatal to have a website with an appearance which impresses the user, but then confuses them as they navigate through the website. Check for basics like colors which do not contrast with the fonts and have a uniformity across all sections. Always remember that simplicity and consistency in your website are what will help the elements stand out. They are two elements which will always create a positive impression on the user.
2) Optimise The Website For Mobile Usage
There are currently a little over 400 million mobile internet users in India (according to the Internet And Mobile Association Of India). The country’s mobile revolution is also one of the biggest factors in the rapid rise of e-commerce. As a result, you must optimise your website for mobile devices. Keep in mind that there are many users who use multiple devices, such as tablets and phablets as well. Any inconsistency across devices will leave a negative impression on the user. Mobile optimisation is the norm and you must ensure it is implemented efficiently.
3) Highlight All Angles Of The Product
Keep in mind that the difference between brick & mortar stores and e-commerce websites is that the former has a touch and feel process. You must effectively replace that by highlighting all the angles and aspects of your product. The product page must make the user feel contended by covering it from all sides and have all the technical aspects mentioned clearly. At no point must they feel that they could have seen something more because that will reduce the chances of making a purchase. A product with a well taken photograph, perfectly written description and highlighted from all angles will increase the chances of a sale.
4) Have A Simple Check Out Page
The check out page in your e-commerce website is an extremely crucial element. A simply designed check out page will make the process of making the payment extremely smooth. On the other hand, any clutter in the check out page will confuse the users and nullify all your previous efforts. Do not distract the user with any additional information. Have all the items clearly listed and a one click check out page.
5) Optimise The Website For All Bandwidths
You must remember that high speed internet is not available to all users. It would be a grave mistake to design a website with features that do not respond to low internet bandwidths. Keep in mind that although infrastructure is advancing rapidly, it is yet to reach a level where every one in every location has high speed internet. As a result all the pages of your website must load in every location. While optimising the speed, put special focus on the payment gateway. Any failure there will put a negative impression in the user’s mind.
6) Keep Your Returns Policy Visible
Returns in your business are unavoidable. Instead of startling the users by having it pop up or appear at an unexpected place, you must embrace it and create a separate page with the returns policy clearly visible. There are many ways to create a well defined returns policy, which are discussed here. Simply ensure that the user is able to refer to the returns page at all points. You will come across as a responsible and understanding organisation and increase your value in the user’s mind.
7) Make The Feedback Easy To Deliver
Asking for feedback is extremely important. Websites which do not have any options for the users to give feedback will appear to be extremely arrogant and are likely to leave a negative impression. While asking for feedback, create spaces where the user can simply type and enter their views or where they have to choose from options. Do not create pop ups asking for feedback or distract the user in a crucial page. Make a section and put a few links across the website with a catchy line that has a link directing the user to the feedback page. If need be create sections of feedback in the page. Always remember that users will find websites that respond to feedback extremely valuable and are likely to return to make a purchase.
These are 7 things which you must keep in mind while designing your website. They will help you to create a website which connects with the users and increase the chances of a purchase.