It might sound pretty weird in 2018, but there are still many eCommerce novices, who do believe that having a website full of tawdry blows and whistles is quite enough for getting success in online retail. And just in case any shortcomings appear, you can hand it over to your dev or marketing department to handle the issue.
You can also see some other web design factors on the infographic below that drastically influence online customers’ engagement and retention.
What is vital for your eCommerce store
Web design constituents affecting your eCommerce website performance are very numerous to try, at least, name all of them. In fact, any seasoned web designer knows them perfectly well. So it is not the point to list all of them in this article.
My idea here is to zero in on some main factors that impact the online retail efficiency in order any business owner will grasp a general picture of it. Hope it will help while measuring UX KPIs or setting tasks for your web design team.
So, here is a concise breakdown of several essential web design elements you may find handy.
1. Mobile Responsiveness
It is a well-known fact that shopping online using smartphones and tablets is way too easier and more accessible now that ever before.
So your eCommerce website layout must look great and be streamlined to perfectly fit any size and model of gadget your prospective customers may utilize.
2. Enhanced Website Navigation
This is another crucial web design component that can significantly improve your commercial website visitors’ UX. Especially when it comes to using devices with smaller displays. Here, smooth functionality is key to engage more prospects and keep them satisfied with your eCommerce store.
Make sure your sitemap is easy-to-use, with all the sliders, side menu, CTA. And be sure that the contact buttons being visible and right in their places.
It is always better to base your navigation structure on a small research and a few experimental prototypes, that you can easily experiment with using popular wireframe and mockup tools.
3. Meaningful Website Content
Filling your website with comprehensive yet brief information is quite a task to accomplish.
All the content you place must be relevant, concise and device-agnostic so that can be easily read both on desktops and smartphones.
Basically, content in web design means everything from tab titles, menu options to product descriptions and contact information to blog articles, landing pages and terms of service.
That’s where designers should collaborate with your other experts, like copywriters, marketers and DevOps folks. That helps to get an overall picture and provide your website visitors with the information they require. Several iterations over time after the initial launch of your website will surely help get fruitful results.
4. Relevant Website Imagery
Online shoppers do not have an opportunity to touch and try the products you offer on your eCommerce website. That’s why the only thing they can afford is to look at the product images you are supposed to provide. Here your web designers are responsible for utilizing appropriate and of high-quality with different resolution versions pictures.
A zoom feature also contributes to UX improvement as people do adore being allowed to see every single detail of products they are about to buy from you.
Do not forget to check if these images are of your own or taken from free stocks not to violate any copyrights.
5. Smooth Typography And Color Palettes
Fonts and colors are probably the most volatile things in the fast-paced world of web design. There are a plethora of various styles and approaches. Moreover, the trends change every year and are almost impossible to keep track of. The way your eCommerce store looks like is the first impression your prospective customers get when they visit the website.
Although tastes differ, some kind of the golden mean should be found. Being superfluous is surely not the right characteristic your website must be associated with.
Try to employ a set number of fonts and colors. You’d rather use custom though not weird-looking body and headline fonts as well as corporate colors and hues to deliver personalized brand value to your online customers.
Hope, you’ve enjoyed this article, so stay tuned to know more soon. Should you have interest in getting some professional assistance with web design for your B2C or B2B website, do not hesitate to use this easy-to-use calculating tool.
Originally published June 27 2018, updated June 27 2018
Implementing wireframes and mockups on early stages of the design process have gained much popularity in recent years.
It does prove its efficiency since wireframing allows you to test every single idea beforehand.
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