When it comes to the design of an e-commerce website, creativity is important but effectiveness is paramount. Effectiveness, here, is defined as the likelihood of a site visitor being converted into a customer. Many factors can be used to measure the effectiveness of a website but simply put, it boils down to how well the e-commerce website delivers the needs of its target market.
As an e-commerce merchant, you definitely want the best for your business. Hiring a professional e-commerce website designer to do your site for you is always the first choice but if it is not possible due to budgetary constraints, you can always be your own e-commerce website designer especially if you have the basic skills for it. However, basic technical skills are not enough so here are some tips to guide a novice e-commerce website designer.
1. Avoid a cluttered layout. Unless your visitors specifically went online to visit your website, your initial goal is to keep their attention. From the get-go, your e-commerce website should clearly say what you are selling. Avoid elaborate graphics and animation especially if it is irrelevant to your products. The tabs on your site should all be related to the purchasing process. No line, color or copy should be on your website if it has nothing to do with selling your product or your service.
2. Make it easy for your potential customers to find the products in different ways. This is especially true if you have a vast product catalogue. Make sure that your design layout has room for navigation in product categories that will allow a visitor to browse products in different ways (e.g. by price, by color, by date added to stock), depending on what is applicable. As an e-commerce website designer, the idea here is to give your potential customers the shortest route from their entry point to what they are looking for in your site. If you are able to add a search capability to your website, go for it. Just keep it simple and straightforward so that they do not get lost in overly helpful website design.
3. Keep the check out process as simple as you can. Many sales are terminated at the check out page and it is mostly due to the complicated process it involves. Always go back to the basics. Ask only for the necessary information and try to keep it at one to two pages.
