5 Strategies for Designing eCommerce Websites to Drive Conversions

Your eCommerce website’s success depends on how well it can convert website visitors into actual customers. People are motivated to make online purchases based on their needs, but consumer behaviour can always be influenced. Increase conversions by implementing eCommerce website design strategies that actually work. Often the difference between low and high conversion rates is user experience in the first place.

There are several different ways to increase eCommerce website conversions through user experience. The following eCommerce website design strategies will help ensure your website serves your sales objectives, not work against them!

Anticipate what your customers are searching for

There are two main groups that a majority of your potential customers will belong to:

  • People who know what they are wanting to purchase
  • People who are just wanting to browse and look around

You can meet the needs of both of these groups of consumers by designing effective navigation and search capabilities.

If you offer numerous products, then having a search function can be a very important feature to have. It should be directly on your landing page, and it should be both easy to use and highly visible.

The average Internet user these days has a short attention span. Visitors don’t want to spend their time jumping from page to page when they know what they’re searching for. If a consumer is wanting to purchase a specific product, then you should make the process of finding it as painless and quick as possible. Any distractions can deter a customer from making a purchase.

Of course your search function should include basic functionality to allow customers to search based on tags and keywords. However, you also can take this a step further and refine results and suggestions.

The second kind of prospective customers are people who don’t have a very clear idea of what they are searching for, or simply want to browse through the products you are offering and take their time on making their purchase decisions. They need to have a navigation system that provides them with a good overview of everything you have to offer and that allows them to move between product categories easily. Your navigation system should be consistent and easy to use through your entire website. It should also allow for reversing choices and making intuitive refinements.

Add some personality to your website

One of the most essential aspects of your brand’s identity is your eCommerce website. It’s important to convey the values and attributes that your products embody.

Consider your website in terms of it being a person and then think of a word (or a few words) that describes how you would like your target customers to ideally see it. For an apparel brand it could be the word ‘chic,’ or for financial services ‘trustworthy’ and for a family-owned restaurant it could be ‘homey.’

After you have determined what your website’s personality should be, then you can make major design choices, such as the style of photography to use, choice of copy and layout and your color scheme.

One important thing to note is when we say to give your website personality, that doesn’t necessarily mean you need to make it flashy or bold. Like in real life, your personality is at its very best only whenever you stay true to who you really are.

The website design process is very important, as most eCommerce website design strategies rely on it.

Invest in high quality photography

The world wide web is a highly visual medium and over the past several years, one of the major trends in web design has been high quality, beautiful photography.

In the real physical world, consumers can usually directly touch and look at products they are thinking about buying. However, when they are looking online, product imagery is often the only or one of few reliable indicators they can rely on.

You don’t want bad photography to represent your product. These days it has become inexpensive and very easy to have your eCommerce web design feature gorgeous photography.

Optimize the purchase process

To achieve higher conversions, you should aim for a purchase process that is direct and simple minus distractions. As a general rule, you should have more than two (minimally and straightforward designed) pages in between the customer clicking on your ‘Buy’ or ‘Add to Cart’ button and getting through the final checkout process.

You shouldn’t force your customers to register prior to making a purchase. It’ll put your potential sale at risk by trying to obtain their contact information before they’re ready to commit.

Increasing website conversions doesn’t have to be impossible. By implementing the right eCommerce website design strategies, you’ll see more ngaged website visitors and an increase in revenue.

William Webb

William Webb is a freelance writer, specializing in digital marketing and search engine optimization practices for eCommerce websites and businesses.