How to boost eCommerce conversions with design

by Chris Marklew
06 June 2017
How to boost eCommerce conversions with designIf online sales are low but people are still visiting your site, there’s a good chance it’s related to your website’s design and usability. We've compiled five simple eCommerce site design tips, so you can convert interested visitors into loyal customers.

We’ve all had bad online shopping experiences. And one thing’s for sure – we don't stick around for long if we’re having a bad time. Not when there are plenty of well-designed and user-friendly online stores that won’t drive us away. So how can site design make customers stay and spend?

1. Simple and intuitive navigation

Customers arrive at your eCommerce site to view your products and, ideally, make a purchase. It’s your job to make this easy with intuitive, customer-centric design

Customer-centric design:

  • Keep it simple with organised menus and breadcrumb trails to help users keep track of where they are on your site. Only include the most relevant categories in the top menus to avoid crowding, and ensure the search field is clearly visible on every page.
  • Make your call to action stand out. Use big buttons that have a defined shape or border, are a different colour from their surroundings, and legibly placed. Also make sure the copy is short, simple, and action-oriented – for example, ‘Create an account’, or ‘Try it free’.

2. Mobile-friendly and responsive

Australian consumers are leading the charge in mobile purchasing. In fact, according to IAB’s Mobile Commerce: A Global Perspective report, 45% of Australians purchase products or services via their smartphone or tablet every month. If a mobile user opens your site and has to pinch and pull to find their way around, you’ll probably lose them.

Optimise for mobile:

  • Optimise your eCommerce site for web, mobile and tablet users. If you're not sure what your site looks like on a mobile device, you can use Google's Mobile-Friendly Test.
  • ​Rather than producing a complete app, provide an app-like atmosphere for mobile, with intuitive navigation and a straightforward path to conversion. Your customers will have a good mobile experience without the extra step of downloading an app.

The CMO's guide to digital benchmarking

3. Less is more – especially at the checkout

The flashier your website’s colours, graphics and animations, the more distractions there are for the consumer. eCommerce site design should be clean, simple, and straightforward, with plenty of white space to help your customers focus on what's important.
This is never more important than at the checkout. Your customer has already decided on their purchase, and you should help them complete the transaction quickly and easily.

Focus the customer:

  • Remove distractions like gimmicky graphics and annoying pop-ups.
  • Upsell before checkout. Recommending similar products in which a buyer might be interested is a great way to add value to their purchase. However, this is best done after they add an item to their basket, not when they're ready to pay.

4. Unique and compelling product details

Your customers want to know exactly what they're getting, and they expect this information when browsing products. So give the people what they want.

Fulfil their desires:

  • Include high-quality photos of all your products. You’re asking a customer to buy something they can’t touch or inspect – so show, don't tell.
  • Make your product descriptions engaging with unique copy. This is more interesting to the customer, and it could improve search results.If you're selling a product with technical specifications or features, your customers will also want to know what they are.

5. Integrate your channels

Now that your eCommerce site is primed for success, it's time to consider the bigger picture of your combined eCommerce and marketing strategy.
Integrating your website with your customer relationship management (CRM) system, social channels, WordPress blog, and other applications means you can capture important customer data, like who’s visiting, where they’re coming from, and their recent purchases or activity on your site.

Work together:

  • Integrating your website with your CRM gives you automatic access to customer data, so you can easily profile potential leads, repeat buyers, or first-time customers. Better profiling leads to better customer engagement, and ultimately increased conversions.
  • Integrating your website with your digital channels provides detailed analytics on how your customers find you, whether that’s email or SMS marketing, digital catalogues or content, or social channels. You can even add tracking links to different content on each channel. This will reveal how different marketing campaigns perform across all platforms and devices.

Integration makes it easier to report, test, and optimise to ensure you get the best results from your site and campaigns.
Australia’s award-winning eCommerce agency can get you started on the right track. Find out more here or call us on 1300725 628.

Page 1 of 2
  < 1 - 2  > 
About the author
Chris Marklew
Head of Design UX/UI

Chris is an award winning UX/UI design director with over 18 years experience in the digital industry. He has a proven track record of success in leading teams that deliver highly effective and engaging user interface designs. Be it delivering projects for leading brands, or working client side on digital products, Chris brings the experience, ability and passion that ensure top quality work and outcomes.

More articles by Chris Marklew