Building a website can feel like one big, endless rabbit hole of options. Below the themes, colors, fonts, product photography and more, is your sanity just begging for you to come back to life. It’s important to be creative and represent your brand through your ecommerce site, but don’t be tempted with what’s available.
In today’s post, I’ll share with you a few tips that will help make building your website a little easier:
1. Don’t over think the design.
The look and feel of your website should be clean and simple. You want to create a visual environment that helps support the product you’re selling and not take away from it. Make it easy for the customer to move through your website to discover more of your product line.
2. Don’t let customers get lost.
The navigation is like a field map to your website. It’s the gateway to different parts of your website that sits at the top of the screen, allowing customers to more easily find what they want. The experience should be very easy to follow and remind your customer where they are. Make it easy to find, create clear page names and keep it consistent.
3. Include realistic product imagery.
Because customers aren’t able to see your products in person, you want to make the imagery as real as possible. Don’t be tempted by trendy filters and staging - keep it simple and focused on the product only. (Shopify has created a great “How To” guide on product photography.)
4. Use colors to evoke emotion.
Studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing. Up to 90% of that assessment is based on color alone.
A strong use of color can be a great way of enhancing the customer’s experience and positioning your product in a positive way. You want to think about how the use of color represents your brand and the emotion you want to provide users. Check out this useful guide on color psychology.
5. Be nice to mobile visitors.
Mobile shopping is no joke. Consumers spend nearly 60% of their time on the Internet on mobile devices. And last week, Google launched a new algorithm update that will influence how it ranks websites based on their mobile-friendliness. The message here, friends, is that when Google tells you to play nice, you better.
6. Consider the big picture - omnichannel.
If you have a physical store and an online store, you should create a consistent experience among both. Think about how people engage in your brick-and-mortar store and how you can encourage that same type of experience online. The more your customers feel that brand consistency, the likelier they’ll come back for more.
7. Expand to video.
Shooting product videos can be time consuming and expensive. But with more advanced camera features on mobile devices, it’s possible to create simple videos that help showcase a little more character. If not to show the product, create videos that provide potential customers with use cases of why people buy your product or tips on how to use it. The key here is to create relevant content - keep it focused on what your customer wants and needs.
8. Effective CTAs.
We can talk about pretty designs and color emotions all day, but what your website really comes down to is one thing - conversions. You need to create a virtual experience that encourages the shopper to buy! Create CTAs (calls-to-action) that are clear, bold and present at all times. It should not get lost with the design of your shop.