As online markets become increasingly commonplace, more and more product and service providers are trying to get in on the action.
Online stores are a great way to connect with new customers in addition to promoting the brand’s own values. This past year we worked with a few brands that wanted to start providing their services online and a few who wanted to revamp their online stores. Thanks to that, we’ve learned what it takes to create a killer e-commerce website.
The search bar needs to be accessible.
The search bar is the user’s best friend as it’s likely to be their primary form of navigation.
It is essential to keep the search bar clearly within the user’s sight and easily accessible – it’s what they will look for the moment they land on your e-commerce site.
Map out the consumer journey
It is of utmost importance that the consumer journey is properly mapped out. This process helps us define the types and number of pages that the user will be seeing and focus our attention on their design and use. The consumer journey also helps us to figure out the important functions that needs to be in place on each of these pages and keep tabs on the interactions a user can be expected to make.
Right button at the right place
The placement of buttons around your site make all the difference. User interaction studies focus a lot on how the user reads and navigates your website’s content and where the call-to-action buttons (e.g. ‘buy now’) should be placed so as to make the maximum impact. In terms of design, the button should have depth or markers to imply to users that it can be interacted with.
Have the option to save credit/debit cards
This option may not be frequently used but it is still a wise decision to allow the user to save their credit/debit cards. This strategy builds loyalty among users who shop often from the store and bring them to trust you. It saves the user’s time, eliminates the number of steps required to make a purchase and thereby decreases unnecessary interaction. Designing an efficient card selection process helps close a sale quickly.
Simplifying the Credit/Debit card checkout process
This is where a lot of new e-commerce sites go wrong. The credit/debit card checkout screen needs to be as simple as possible with no unnecessary fields or options. The less the amount of work the user needs to do, the more likely they will be to go through with the entire transaction.
Make the login optional
Considering the scope of the project, user login can be optional if the item is a recurring commodity. Forcing the user to sign-up or login is a put off for many. Collecting phone numbers when setting delivery details may be a better way of creating a user account and sending further communications and deals.
Sales is the motive.
The primary goal of an e-commerce website is to push sales. While it may be tempting to add exciting elements and fields to your website, keep in mind that too many distracting elements will push the user off the consumer journey that you mapped out earlier. Any interaction that hinders the user to go to the next step will put off the user entirely.
That’s not all we’ve learned, though. Stand by – we’ll be back with Part 2 of our guide to create a killer e-commerce website very shortly!