E-commerce web design and development presents some unique challenges that you won’t always face with other types of web design. For sites that exist primarily to sell products, it’s very easy to look at sales and have a measuring stick to use when evaluating the success of the website. However, there are any number of factors that can influence the success of an e-commerce site, and identifying areas of strength and weakness is not always so simple.
In this article we’ll look at nine specific factors that are generally present on well-designed e-commerce websites.
1. Ease of Navigation
When attempting to sell products to visitors, the first requirement for selling a product is that the shopper has to be able to find specifically what he or she is looking for. Effective navigation is important to any website, but it’s especially critical for e-commerce sites. Lost visitors will result in lost sales, so every effort should be made to have a site with clear, logical navigation.
E-commerce sites often face considerable challenges with navigation because of the number of products that are presented on the site. Large sites, such as those of department stores, have to be especially careful with navigation, because finding what you want will usually become increasingly difficult with more options. One factor to consider is how the average visitor will attempt to find a particular product. What makes sense to the designer or to the company owing the site may not be the same path that the average visitor would take to find a product. Sufficient user testing is extremely helpful for identifying potential navigational issues.
2. The Design Does Not Overpower the Products
The focus of an e-commerce site should be on the products that are available for purchase. A design that is extravagant for no legitimate reason will usually do more harm than good, as it will draw attention to the design of the site and away from the products. Yesterday we posted a showcase of e-commerce sites with a minimal design approach. There sites have chosen to keep the design simple so that the products don’t have to compete for the attention of visitors.
3. Easy Checkout
User experience on e-commerce sites is critical to success. If the checkout process involves too many steps or is confusing, shoppers will wind up abandoning their cart with items left unpurchased. Ideally, the checkout should involve a minimal amount of steps and should be as easy as possible for shoppers.
Many shoppers are influenced in their purchasing decisions by the brand, and so the need to establish a strong brand is import for both online and offline selling. In the cases of stores that sell online as well as in physical locations, the website is only a part of an overall branding strategy. In these cases the website should work well with other branding efforts of the company so that customers feel comfortable on the website.
5. The Design Style Matches the Products
Like any other type of website, e-commerce sites can have countless different design styles. However, when designing an e-commerce site it’s important to consider the style of the products that will be available on the site. This is a little bit more relevant for smaller stores with a specific type of product and for websites of a particular brand or company that has established a certain identity.
If the design style does not match very well with the particular products that are for sale, there will be a disconnect that exists and visitors may have a hard time relating to products and determining if it is right for them.
6. Showcases the Most Popular Products
Many e-commerce sites make an effort to showcase items that are likely to be of interest to visitors, obviously with the intention of helping visitors to find something that they will buy. A number of sites are using a large area on the homepage that they can use to promote current sales, new product lines, or whatever will generate interest. On theses sites, this area will often be updated frequently, or it may include some type of slideshow.
7. Promotes Related Products
One of the keys to a successful e-commerce store is the promotion of related products that the customer may also be interested in. Sometimes you will see related products listed and shown on item detail pages, and other times you will see suggestions being made after adding an item to your cart. Promoting the right products that buyers are likely to be interested in is key regardless of the approach that is used.
8. Effective, Accurate Product Photos
Selling online is different than selling in a physical store because the buyer cannot touch the product or see it in person before making a buying decision (unless they have seen it somewhere else). Providing quality photos that accurately portray the product can help to overcome this challenge and can make the buying decision easier on visitors.
9. Effective Site-Wide Search
Although navigation is critical for making it easy on visitors to find what they want, there is still the need to allow them to search. Some visitors will still have trouble finding a specific product even with good navigation, and with larger e-commerce sites it may often be more feasible to simply do a search than to move through several layers of links. The type of search and the amount of options that should be offered to narrow the search should be based on the size of the site and the items that are available.
What’s Your Experience?
What items would you add to this list of characteristics of well-designed e-commerce sites? Your comments could be based on experience designing an e-commerce site, or from the perspective of a visitor/shopper.