You’ve made it through half of the battle (and for some the hardest part): A visitor arrived at your e-commerce website. Now you need to get them to buy. There are a lot of things that go into increasing conversions but design is perhaps the most important.
Most of us would agree that we buy things that look great. Many times the design of a website is the first impression that we receive of a company. Good or bad, the design can influence your subconscious opinion of the product or service you’re considering purchasing. So, how can you ensure that the opinion formed is a good one and how can you use your design to help convert visitors to customers?
Make Sure Your Design Enhances Rather than Distract
Create a clean design with simple lines that does not distract away from the products you are selling. A great example of this is www.restorationhardware.com. You will notice in the image below that the website design is clean and simple. Some would even argue boring. The site design however accentuates the products they are selling.
In contract, the image below is of a complex design that in most cases people would see as a great design. However, it distracts your eye from the products they sell.
Utilize Large Hi-Resolution Images
Apple has implemented this beautifully over the past few years and now other e-commerce retailers have started to follow suite. With that said Apple has a limited number of products so it works. A company that has 10,000 products should not try to display products like apple.com.
Still, even if you have many products, there is something to be learned from Apple’s approach. Apple teaches us that displaying your products using large hi-resolution photos increases audience engagement. Gone are the days when a straight on, blurry shot of your product will do. Your customers want the photography to put them in front of the product. They want to feel an experience. Product photography can often times be over looked in an effort to make a great looking site. Don’t let that happen to you.
Incorporate Testimonials & Trust Factors into Your Design
Along with the need for a clean website that enhances your products. It is important for you to convey the experience and service that sets you apart from your competition. Using testimonials and trust factors such as phone number, business hours, social media icons, customer service guarantees, etc. is an effective way to gain your customers confidence and trust.
Add Value Elements in the Header
These elements are anything that adds value to the customer’s purchase. They can be Promotional Deals, Free Shipping or anything else considered to be a perk or add-on. Even if everything else is right, the promise of something for free or something a little extra, when used strategically and when it’s affordable for your company, can go a long way to helping convert a visitor. Just make sure that this isn’t the only tactic you rely on. Free shipping is only great if, when the product gets there, it’s great too. Otherwise it’s just a gimmick.
What other ideas do you have for improving sales through your e-commerce web design? Tell me in the comments!