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For eCommerce businesses, your websites are the focus point on convincing customers to purchase your products. Since there is no face to face interaction or product display possible, the website becomes the ultimate medium to communicate and transact. The website is your sales pitch. So, basically sales and profits depend largely on the eCommerce website. That is the reason why apart from offering good quality products and services, you need to put up a customer friendly and attractive website as well. This is not only a part of your business but one of the most important aspects you need to take care of. In this article, we have come up with 5 most important aspects of conversion focused eCommerce design which you should adopt for your website.
1. An uncluttered website
Always remember that you should be aiming to create a well designed website and not an overly designed website. As your website represents your business, it should clearly specify what your customer is going to get by clicking on a particular link or landing on a page. If you put up too many irrelevant images, icons, and links on your web pages, your visitors (potential customers) will leave immediately. A clear and uncluttered website is what you should aim at. Don’t distract your customers by providing too much information they are barely interested in. Instead, focus on your business goals and keep everything sorted.
2. Speed and performance
Your website’s performance is not all about speed but depends largely on it. You should take note that you are going to lose a lot of customers if your site is slow to load. With so many alternative options available, customers don’t want to keep waiting for your web pages to load. A few seconds can matter a lot. If your pages take too long to load than the normal loading time, your customers will conveniently move to your competitor site. An important element that can help boost your site’s speed is by opting for the smaller margin option. It is better over the liquid layout as it improves reading speed and comprehension of your website.
3. Easily understandable descriptions
Understand that the content of your website is there for a purpose (to provide customers information to help make a decision about buying the product) which it needs to serve. From the headline of your website to your product name and description, everything should be clear enough to be understood by a layman. Your website heading should be catchy and at the same time should describe the purpose of your business. It’s the same for your product descriptions as well. The title should define what the product is and there should be a short description explaining about the product and a longer description for those who want to know it better before they add it to their cart. In all cases, don’t use complicated words and sentences just to be fancy.
4. Quality images
So, what is it that makes customers buy stuff online? No matter how good your descriptions and other things are, you can barely manage to get a customer without product images. It helps the customer to judge and purchase the product confidently. Even if they aren’t able to touch the product, they still know what they are getting. Therefore, it is really important to include quality images on your product pages. The more confident a customer is about the product, the more chances of conversion you have. Add the pictures from different angles and provide zoom-in options for a better view. You can also go for moving images which are getting increasingly popular nowadays.
5. Less is more
Don’t try to stock everything under the sun in your online store, even if you can source the products. Don’t try to be another Amazon. Unless you have millions in marketing budget, being a “general” store selling everything is a bad strategy. Rather than providing everything to everyone, identify your bestsellers and the ideal customer profile you want to cater to. And project your best products the best way you can – in main menu, as cross sell items below product descriptions, on the home page, etc.
The list of things you should and shouldn’t do to increase conversions can be very long, if you start off with the above suggestions and modify your store accordingly, you will be addressing some of the major conversion aspects. You don’t need too much of investments to implement these. What you need is more effort, a smart approach and focus. In ecommerce, as in any human endeavor, there are no shortcuts to success and there is no alternative for excellence and smart work.
Guest Post: Mr. Maulik Shah is the founder & CEO of Biztech IT Consultancy Pvt Ltd., one of the leading web design and Development Companies in India. He also runs Biztech Blog, where he shares insights from the world of ecommerce and other web based technologies. You can connect with him on Twitter and LinkedIn.