3 Ways Effective Web Design Increases Your Ecommerce Conversions
If you’re in the e-commerce business, you already know that there are a tonne of easy tips and tricks to increase conversions.
From a design perspective, it may seem like your duties are just for visual appeal.
What you probably didn’t know is that effective web design actually increases online store conversions. Here’s how.
1. Scientific Fact: People Would Rather Spend 15 Minutes on a Well-Designed Site
According to a study conducted by Adobe, if given 15 minutes to spend online, 66% of consumers would rather spend their time on a site with aesthetic appeal.
Additionally, it seems that Millennials give more value to entertainment than accuracy.
So, if you can use your effective web design to engage, you’re more likely to keep shoppers on your site, generate more content shares, and increase your e-commerce revenue.
A majority of the traffic that lands on your site will appreciate your design efforts.
2. Attention to Web Design Details Gives Your Site Credibility
Effective web design isn’t just about coding, imagery, and navigation.
A fantastic designer gives attention to key details like micro-copy and contact information.
This works out in everyone’s favour – KoMarketing found that 51% of online consumers think that, aside from products and services, complete contact information is the most important piece of a company website and 44% will leave if that info isn’t conspicuously posted.
By giving attention to contact information and other details, you’re keeping almost half of referral traffic online long enough to order products.
The other half is still likely to move away for another reason, so broaden your attention to cover everything.
3. Load Speeds Increase Return Visits to Your Online Store
Web page speed and image compression are an important aspect of effective web design.
An Akami study showed that 40% of users will move away from a web page that takes more than three seconds to load.
By optimising your website design for desktop, smartphone, and tablet visitors, you’re keeping people on your pages longer, increasing the odds that they will return.
Compress your images and keep the site running fast if you want people to stay.
What Makes an E-commerce Site Fantastic?
It doesn’t matter whether you’re building everything from scratch using your own code or building websites from pre-built e-commerce templates; the necessary elements for a fantastic e-commerce site are the same.
Don’t forget the necessary elements, aside from awesome products, that will make your online store successful.
Here’s what every e-commerce site needs to optimise conversions.
Web design that looks and functions well on desktop and mobile browsers are critical.
According to comScore, mobile devices now account for two out of every three minutes spent online.
Mobile and omnichannel (mobile and desktop) shoppers need to be taken into consideration when designing an online store.
Just assume that everyone will be shopping on mobile and checking out on their desktop.
Take any step you can to make this process as simple as possible.
Load Speeds of Less Than Three Seconds
In order to make your pages load faster, use a tool like Google’s PageSpeed Insights to test your pages and follow their guidance for optimisation.
This tool will describe exactly what you need to fix and how to fix it for both mobile and desktop site versions.
For example, if you need to optimise images, the PageSpeed tool will list the images that need to be updated and exactly how much smaller they need to be.
Conspicuously-Posted Contact Information
Posting your contact information on the homepage, in the footer or sidebar of your website, is a simple way to ensure that it’s conspicuous.
For effective web design, including a phone number, email address, and a contact form so that site visitors have options, should they actually need to get in touch.
Don’t let your online store navigation confuse shoppers.
KoMarketing says that half of the referral traffic is going to use the navigation menu to orient themselves.
The other half will be using your search bar and clicking through your calls to action.
For the 50% of shoppers who are using your navigation menu, break items down into product categories and subcategories to keep traffic flowing in the right direction.
Don’t include so many categories in your main navigation that site visitors have to read through all of them to find what they’re looking for.
They should be able to decide where they want to go at a glance.
If you’re using a custom theme, check your website builder add-ons and plugins for tools to help you optimise the navigation process.
Mega Menu from Buddha Apps is an add-on for Shopify that allows you to create amazing menus with submenus in a matter of minutes.
Increase your sales by designing navigation that allows shoppers to effortlessly find what they’re looking for.
Uncomplicated Shopping Cart Flow
Shopping cart flow is critical to e-commerce success.
According to Baymard Institute, 27% of shoppers abandon their carts because of a complicated checkout process.
Your checkout process should encourage complete transactions, not hinder them.
Like the rest of your pages, your shopping cart needs to be responsive to omnichannel shoppers.
When you can, cut the checkout process into four pages:
- Login/ registration
- Delivery and payment information
- Order details verification
- Order placement
Remember, check out sometimes includes new site registration, and since shoppers aren’t a fan of more than one step, use a tool like Gigya’s Social Login Plugin to make registration and login effortless.
The fewer steps shoppers have to take, the more likely they are to convert.
Buyer’s Guides and How-Tos
E-commerce digital sales materials are more than just products.
You need to guide shoppers along the path to conversion.
Buyer’s guides and how-tos help customers make decisions about which sizes, colours, and dimensions to order.
Amazon includes links to pop-up buyer’s guides directly on product pages with hyperlinks to size charts and other product options.
If your product has potential questions, answer them thoroughly with direction, in the form of buyer’s guides and how-tos.
Two About Pages
Of course, shoppers want to know about your products and services.
They also want to know about your company.
Who are the faces behind the logo design? What’s your story?
Include a page on your online store that explains your products and another page that explains who the company is and what they’re about.
It is your job to link to it in the footer of the site, and in a visible area during checkout.
People who don’t feel secure, won’t make a purchase. For those who want to know, make sure they can find out that their personal information is safe.
Customer Service Pages
Frequently asked questions (FAQs), support pages, and contact forms fall under the category of customer service pages.
Every effective web design store needs them.
According to Statista, 83% of e-commerce sites include a list of FAQs.
By leveraging pages like this, retailers can give out crucial information about their products without having to invest in excessive customer service inquiries by phone and email.
Customers should also be able to access a contact form easily.
If you have more than one contact form for emails, make sure you link to the appropriate ones from relevant pages – you don’t want shoppers being directed to the press and media team or journalists connected to your customer service team.
E-commerce sites are likely to have more traffic if they are linked to by external blogs and articles.
Make it easy for journalists and bloggers to generate hype by including a media kit on your site.
Media kits contain whatever the company wants people to share.
It can include a company logo design, images of the website owner, public relations links, and press releases.
They must include relevant contact information.
Etsy’s press page is simple, with a summary of the company and email addresses of relevant contacts worldwide.
Make sure that anyone interested in publicising the online store has access to the information they will need to do so.
In Summary of Effective Web Design
Effective web design will increase e-commerce conversions.
It’s your duty to make sure your online store is optimised for sales.
Make sure your site is responsive for mobile and desktop viewing, and that your pages load within three seconds on all devices.
Post contact information conspicuously on the website and provide simple navigation for shoppers.
This ensures a positive perception and helps people get to the pages they want to be on.
Include a simple shopping cart flow and make sure product pages link to relevant buyer’s guides and how-tos to optimise conversions.
Customers shouldn’t have questions after reading everything there is to see on a product page.
Include information about the products and services offered and about the real people within the company.
Provide shoppers with customer service pages and journalists with press/ media information so that everyone can easily have their questions answered.
What effective web design tricks helped you increase e-commerce conversions?
Share them with us in the comments below.
Author Bio: Jared Carrizales is the fearless leader of Heroic Search, a digital marketing company in both Tulsa and Dallas. Jared and his team offer social media services, digital PR, and content marketing for businesses all over the world. Jared, himself, has been in the digital marketing realm for the last 9 years and carries the bruises to prove it.