Why are some ecommerce sites like Amazon, Flipkart or Snapdeal so famous, and why some others are still struggling to get enough business? Is it simply because of the cut throat competition or an underlying factor that needs scrutiny? Yes, just how people judge you on your appearance during an interview or a client meeting, your ecommerce website’s design is equally important to generate customer interest.
But, what if the design you think is great does not strike the right chords with the customers? Zeroing on a design that does not understand the human psychology is a big mistake which can be devastating for your business. If you are running an online retail store, what will draw significant traffic to your site is a great design that focuses on the exact customer requirements.
So, while you are looking for a design for your online store, we offer you some tips to get that perfectly designed ecommerce website for enhanced sales and conversions.
Absence of Clear Value Proposition
Well, the truth is you are not Amazon. So, why should a customer purchase from your website? If you are offering something that even your competition offers and is doing fairly well by getting the desired web traffic, you better tighten your belts and implement strong value propositions.
Rather than using a design that confuses customers about what exactly is being offered, create a layout that clearly indicates what you sell. We personally like the Jabong homepage that is easy to understand as to what they are offering and where to go.
Vague Product Descriptions
Product descriptions form a crucial element of an ecommerce design as it’s extremely important for the customers to understand what they are buying. These work just like a sales pitch and should be short, crisp and to the point. Anything extended can get boring for the customer and force him to leave the page without proceeding further.
So, mention only what is relevant to the customer and abstain from anything that’s not related. We especially like the to the point product descriptions on the Homeshop18 home page. Not only that they are short, but they tell you exactly what you look for in a product. When you click on them you can only see the key features with a precise “Buy Now” button just to the right of the description.
Not using Quality Images and Multiple Angles
For an ecommerce website it’s extremely important that they display high quality, high resolution and relevant images for their products. This will have a high impact on the customers and entice them to buy the product. To achieve this, you firstly need to hire a good photographer, or invest in some state-of-the-art equipment that can capture the best shots of your products.
Two important factors that will have positive effect on you sales are:
- When a customer looks at a product he imagines how it will look in a real life scenario, or on real people. In this case we simply love the way Pepperfry presents its products. They look really attractive with furniture photographed in a real room as a backdrop.
- Multiple angles of the product image are yet another very important factor that customers look for. It helps a customer take a quick decision.
No Visual Hierarchy in Place
A precise visual hierarchy makes life easier for customers by indicating where exactly they are heading. It’s apparent that elements which are placed higher up will get more clicks and the ones placed below will obviously receive the least attention.
Hence, arrange it logically based on what’s more important for you. For an ecommerce website, anything related to products is foremost, hence placing large relevant images up in the hierarchy with a clear call to action signifies a great design. Jabong homepage is one such great example of perfect visual hierarchy.
Extensive use of Automatic Image Sliders or Carousels
Carousel sliders are the ultimate killers of your sales numbers. They look attractive, yes, but they do not meet the purpose of your ecommerce website. Majority of the customers lose interest after the first slide and barely anyone bothers to complete the slide. With one feature per slide, it’s like imposing what you want the customer to see instead of what he wants to see.
These designs are fast losing on their popularity, considering hardly anyone is interested in clicking through all the sites. It therefore, results in very less conversion.
Tedious Checkout Process
Once the customer is done with finalizing the product, the next step is clicking on the “Buy” button that leads them to the “Checkout” page. It should be clear four step process such as, sign in, delivery address, order summary and payment method.
We like the way Flipkart says “Get started with our secure login flow” at the first step when you are about to login, ensuring you of a secured checkout right at the start. We also applaud the clear and precise “Order Summary” that lets you know exactly what you are buying, how many and the price with the option to choose your delivery option. That’s all a customer needs before proceeding to the payment method, isn’t it?
Lack of clarity in Shipping Information
Shipping information includes the shipping address, the expected delivery time, exact amount (paid/to be paid) with any delivery charges if applicable and tracking details. In this case we vouch for our very own Amazon that superbly manages all tracking details till it reaches your hand.
They do not promise a random date, but rather give you a date range and by keeping a track on your delivery status, they guarantee high-class customer service, which gets a super like by all of us.
So, choose a design that highlights your products just the right way, understand what customers really want and experience boosted sales for your ecommerce website in no time.