Designing for Conversion: What Makes a Good E-commerce Website?
What makes a good e-commerce website? Is this question keeping you from achieving success online? Online marketplaces have provided businesses with an excellent opportunity to expand their consumer base without opening stores in multiple locations.
However, competing in a highly crowded e-commerce realm is a hard nut to crack. With e-commerce giants hoarding a big market share, you will be left with crumbs of the target audience to nurture your business. In this case, your only saving grace is better engagement.
As experts in digital marketing in Tampa, we’ve seen that one of the biggest challenges e-commerce businesses face is a lack of conversions. While there could be a variety of reasons for this, a key factor that often gets overlooked is the website’s design.
With so many options available to customers, a website needs to stand out and create a seamless user experience that drives conversions. In this blog post, let me introduce you to what makes a good e-commerce website and how to design it to drive conversions.
How to Make a Good E-Commerce Website – Five Steps
Focus on User Experience
The first step in designing an e-commerce website that appeals is to put yourself in the shoes of the customer and craft an experience that is seamless, intuitive, and visually appealing. From navigation to checkout, every aspect of the website should be optimized for the user experience.
Consider investing in heat mapping and user testing to understand how shoppers interact with your website and make adjustments accordingly.
● Heat Mapping: A website heatmap is an invaluable tool that provides a compelling visual representation of how visitors engage with every element on your website. It delivers precise insights into the sections that attract maximum clicks and captivate your visitors.
● User Testing: Website usability testing is another crucial practice that empowers you to evaluate the functionality of your website. It closely observes visitors’ actions and behavior as they navigate specific tasks. You can optimize your website’s performance and enhance user satisfaction by gaining invaluable insights with user testing.
A great example of focusing on user experience is one of our clients who invested in redesigning their website by simplifying the navigation and strategically placing call-to-actions (CTAs) to funnel customers toward making a purchase. The result was a 20% increase in conversions in just 3 months.
Simplify the Checkout Process
One of the most crucial elements of the e-commerce website design and development process is the checkout process. A complicated checkout process is one of the biggest barriers to conversions.
A good rule of thumb is to keep the checkout process as simple as possible, with minimal form fields, easy-to-use payment options, and clear messaging throughout the checkout process.
In today’s mobile-first world, creating websites that work well on all devices is essential. This means prioritizing mobile optimization and designing a website that is responsive and performs well on all devices.
In fact, according to a 2018 Google study, 59% of shoppers said that being able to shop on their mobile devices is essential when deciding which brand or retailer to buy from. Online stores that can be accessed via a mobile phone have received an overwhelming response from consumers in the past few years. So while designing an e-commerce website, this is something that you simply cannot afford to miss.
Strategic Use of Color & Imagery
The use of color and imagery can be a powerful way to create an emotional connection with shoppers and showcase your products in the best possible light. Consider using graphics and imagery that help customers envision your products or services in their own lives, and use bright colors to highlight CTAs and promotions.
We are naturally more attracted to visual elements, which is why often when we see an advertisement with engaging imagery, we stop to read the text. Graphic elements and visuals can compel visitors not just to scroll but take action, which is why they are a critical part of website design.
Optimize for Search Engines
Finally, it’s important to remember that a great e-commerce website will not be effective if potential customers cannot find it. This is where search engine optimization (SEO) comes into play.
By optimizing your website for search engines, you can improve your visibility in search results and drive more traffic to your site. This can be achieved through keyword research, creating high-quality content, and ensuring that your website is technically sound.
Designing a good e-commerce website is a complex process that requires balancing aesthetics and functionality. By focusing on the user experience, simplifying the checkout process, optimizing for smartphones, strategically using color and imagery, and boosting search engine visibility, you can create a website that converts more customers.
Now that you know what makes a good e-commerce website, you might be looking for website designing solutions. If yes, connect with VSF Marketing, as we are a trusted web design company in Tampa. Dedicated to taking your business to the next level, we are the web designing wizards you need!