1. Simple navigation:
Whether a customer is “window” shopping or digging for something specific, your website should make it very simple for them to navigate. A cluttered, fussy website can cause what should be a fun experience to be borderline unbearable. Create a website that is easy to navigate. It will make for a smoother user experience and will increase the amount of pages they visit. The more pages they visit, the more opportunity you have to sell to them.
2. Clear visuals and descriptions:
Creating an experience as close to the “real thing” is key to closing transactions. Companies like Zappos and ASOS are including videos to give shoppers a better understanding of how the products look in motion. You want to infuse as much of that “try it on” experience as you can. Use lighting that enhances the natural state of the product. The worst thing you can do is distort expectation from reality for a shopper. This will often lead to poor product reviews and decrease in sales.
If you are struggling for photography resources, encourage current customers to submit photos of themselves wearing the product. Although the quality and format of the photos may not be the best, you’ll at least be building a community of like-minded individuals who are providing you with word-of-mouth marketing.
3. Promotional deals:
The most well designed ecommerce sites make it very clear they are running special promotions at the time a customer visits. Make these types of marketing messages clear and upfront. If you are running a special, be sure to add it to your homepage. If you want to increase visibility, put it somewhere in the top navigation so that a customer will see it no matter what page they visit. You can even add it to the individual product pages. Show what the discount will be right next to the “Add it to my cart” button. Since you’re not there to motivate them, you want to take every opportunity to sell them through strong design and strategic content placement.
4. Uncomplicated checkout process:
People want to buy from you. Don’t make it difficult for them. If a customer has to click through ten different screens to finally submit their payment, you need to rethink your user experience. Online retailers often forget that strong design shouldn’t be dedicated just to your digital catalog. You must think about every step a customer experiences and make it as seamless as possible. If your design aesthetics drop off, and it feels like they’re experiencing something entirely different by the time they check out, it may be just enough to drive them away.
5. Relevant Follow-up
We’re not talking about order tracking here. That’s a given and should be already happening. In addition to ongoing order and account notifications, you should be sending relevant content that engages your customers. Despite the overwhelming amount of emails one receives in a day, there is still an expectation that you inform your loyal shoppers of deals, discounts and new arrivals. Make them feel special with secret promotions. Make them feel understood through relevant content.
What other things have you implemented in your website design strategy?