Five Guidelines for a Winning E-Commerce Design

On July 30, 2012, wrote:

The consumer is the most important element for achieving any winning e-Commerce Web design. Every consumer wants basically the same thing: a simple, secure shopping experience. A complicated, confusing, or time-consuming Internet browsing or shopping experience can quickly turn a potential buyer off, ending the purchase before money is exchanged. Simplicity and security in this process can easily be achieved by following five simple guidelines.

1. Guarantee a less tedious shopping experience.

The biggest benefit of online shopping is the ease with which consumers can acquire what they need — avoiding crowds and time-consuming travel to have what they’re looking for delivered to their doorsteps. A website that provides its customers with a speedy and easy shopping experience is likely to keep them coming back time and time again.

Conversely, a website that loads slowly or involves extensive browsing to find a product will send consumers looking for a simpler solution to meet their needs. The best e-Commerce Web design will speed up and simplify the entire shopping process, from start to end.

2. Offer many browsing options.

One especially effective way to improve a shopper’s experience is to offer many browsing options. Some users will want to choose a very specific category, and see the least expensive items available. Some will want to browse all new products, while others will want to see all sale items. Give consumers the ability to control sorting, category selection, and product view to their specifications and you will find that shoppers are spending more time browsing your online marketplace.

3. Provide a streamlined checkout procedure.

An arduous checkout process has the ability to end a purchase before it has been completed. A consumer faced with the requirement of creating an account before completing their purchase might be deterred, and for this reason, creating an account should be optional.

Similarly, there should be options available to simplify the inputting of information so as to prevent customers from having to enter anything more than once. Each page of the checkout process should load quickly and provide an option to go back to the previous page to easily make any necessary changes. For customers that do opt in to the account creation process, the ability to save all pertinent information (namely addresses and payment options) should be available.

4. Provide detailed, comprehensive company information.

Shopping over the Internet comes with some pretty serious concerns for users. Providing information about the company itself (including contact information), return policies, and security of customer account information is the best way to allay such concerns and make the potential buyer feel comfortable completing the checkout process.

5. Show off your merchandise.

Similarly, the more information available about each product, the more comfortable a buyer will feel about purchasing it without seeing or touching it first-hand. Using digital marketing, such as detailed product descriptions and interactive photos that allow for zooming and rotating, is a must; product and service reviews from past consumers are also extremely valuable. With enough information at their fingertips, a customer can buy a product with confidence in the knowledge that it will arrive meeting their exact specifications.

When it comes to online shopping, consumers are almost always ready and willing to buy. All that is needed to attract them is the right product, with the right e-Commerce interface. Using these five simple guidelines when creating a web design will guarantee your site is as user friendly as can be, and that your inventory will be able to receive the attention it deserves.

Author Bio: Sunny Popali is SEO Director at http://tempocreative.com. Tempo Creative is an Arizona Inbound Marketing firm that has served over 700 clients since 2001. Tempo’s team specializes in digital and Internet marketing services including web design, SEO, social media and strategy.


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