Elements of Design: Successful eCommerce Websites Have
The nuances of eCommerce design escape many website owners. They use a few popular brands as a guide and focus on making their website aesthetically pleasing to the detriment of everything else. Yes, a website with impeccable graphic design is important, but the best ecommerce website design incorporates clean, appealing layouts that enhance user experience and clearly communicate brand values and products to visitors. There’s a lot more that goes into an eCommerce site to make it successful.
Most of these eCommerce design elements are subtle but have an outsized impact on your conversion rates. Without taking the time to understand them, you may not be able to use them effectively. This guide highlights successful websites’ different graphic design elements and why they’re so powerful for eCommerce brands.
Varied Product Images
There are several types of jobs in graphic design, especially for e-commerce websites. One of those important jobs is ensuring that there is sufficient imagery on every product on your website. Why exactly is this important?
Online shopping is unique because people purchase physical products without touching or smelling them. All they have to rely on is their sight and a product description. If the product image isn’t large and high-quality, people may not be able to get an accurate idea of the item. Beyond that, the right product images can help put customers in the right frame of mind.
For example, you can include the standard image on a white background. You can also place an image with a model using the product to illustrate the lifestyle associated with your brand. Maybe the model is climbing a mountain or at a posh restaurant. 360-degree images will also help your potential customers see the product from every angle.
Also, a deep zoom function should be incorporated as a part of the eCommerce website graphic design. Someone should be able to increase the size of the image and get a feel for the item’s texture. If it’s wool, they should be able to see some of the fibers that come off of it. If it’s cotton, they should be able to see how it was stitched together.
Some of the best e-commerce graphic designers integrate short videos into their product features to supplement imagery. The goal is to show the product as well as the lifestyle associated with it. It doesn’t have to be a fancy affair. Less than sixty seconds is enough time to get your point across. Effective ecommerce site design incorporates these visual elements to enhance user experience and drive conversions.
Automated Review And Deedback Collection
One of the most powerful tools in your eCommerce arsenal is an honest customer review. They help your visitors assess the quality of the products, the authenticity of your brand, and to build trust. Collecting this feedback manually is difficult and time-consuming. Instead, allow any paying customer to leave a review. You can do this by using an automated feedback request via email a few days after an order is completed.
During your ecommerce website design, you can also sync your website to review platforms like Sonary. As users share their feedback on those platforms, it is automatically shared on your website for potential customers to see.
When doing this, though, it’s essential to explore different types of graphic design ideas to see which one fits seamlessly into your website. Inasmuch as reviews and feedback are important, they have to make your website look off.
Best E-commerce Design software
Shopify – Trusted by millions of businesses globally
Wix eCommerce – All-in-one eCommerce platform
Square Online – Build your online store with ease
BigCommerce – 100+ design templates
WooCommerce – Scalable from startup to enterprise phases
Related Product Element
We often see big brands cross-selling and up-selling other products based on what we are about to order. Some of these product recommendations are due to our browsing history, saved through cookies collection, or products that are often used alongside what we are ordering.
Whichever it is, incorporating related products into your ecommerce store design can significantly boost your bottom line. For one, cross selling and upselling make up 35% of Amazon’s sales. This is because people are more receptive to buying additional products when they are in the buying process. Why come back for something you might need when you can just add it to the cart right now?
You must go beyond beautiful graphic design interfaces when designing your eCommerce website. While that is no doubt useful, you can do more by incorporating a good recommendation algorithm into your website. You can easily find cheap (or even free) recommender systems on GitHub. Incorporating it effortlessly should be included as a responsibility in one of the types of jobs in graphic design and web development. Consider finding an expert to handle that for you.
When using some of the best e-commerce solutions, you may not have to hire a professional to integrate recommender systems. Squarespace, for instance, has a feature that allows you to pair every product with related products, which will be displayed to buyers accordingly. However, this works best if you have an inventory size that can be managed manually. Huge inventories leave you no choice but to work with a pro.
Here’s a resource to learn more about cross-selling and upselling
Search Filtering for Mobile Devices
Most websites have a basic search function that’ll help visitors uncover pages they’re looking for but eCommerce needs to go a step further. The ability to do deep searches is an essential eCommerce design element – especially if you have a large product catalog.
Ecommerce platforms play a crucial role in providing advanced search functionalities, allowing businesses to build online stores efficiently and effectively.
Firstly, it’s an essential part of e-commerce graphic design to position this search element in a visually accessible location on the website. The top of the page is ideal.
Secondly, the search function should allow users to filter results based on multiple parameters. For example, customers can search based on size, color, model, production year, version, etc.
While the basic HTML look will work just as well for the search options, you should consider switching things up a bit for your customers aesthetic pleasure. A recent case study shows that e-Commerce websites with a well designed search tab were found to generate more revenue from visitors than others.
Category Comparison Pages
This is an uncommon eCommerce design element but it’s useful when you have many similar products and your average customer isn’t too educated about the product. To make it more appealing for customers to look at, you can explore different types of graphic design ideas to present this product comparison to users on ecommerce websites.
Although this is very popular among software subscriptions, Amazon does this exceptionally well with products. Here’s what it looks like.
In whatever you do, however, ensure to put a limit to the comparison. Comparing too many products can cause a delay in decision making or, worse, high mental friction, that can make potential customers dump your products altogether. The best brands often limit this comparison to 3 or 4 products, but a professional familiar with various types of jobs in graphic design, especially UX design will know what’s best.
Clear Support Options
People are always skeptical about brands that don’t provide enough support or contact information, especially when it comes to an online store. How will you reach out when things go the opposite way from pleasant?
Make sure to provide a prominent link to your contact page. Usually, top brands add a “Contact Us” page to their navigation bar or the website footer. This makes it possible for users to jump straight to it from anywhere on the website.
People also like to take a look at your refund policy because they want to confirm whether or not they’ll be able to return the item. You should give your refund policy some deep thought before writing it out. Customers expect you to keep to your words. But merely writing isn’t enough. Website policies are the most boring pieces of writing to comb through. Consider incorporating different types of graphic design tactics to make it interactive. It pays to be transparent to customers.
Prominent CTAs to Reduce Shopping Cart Abandonment
We are constantly asking “so, what now?” whenever we scan through a new website. Different types of graphic design professionals already know this, that is why they tactically position call-to-actions in prominent positions on a landing page during design. The most effective CTAs are designed to pop into customers’ faces just when they start asking that “what now” question.
Buttons are also an essential part of the website CTA. The best types of graphic design experts understand the nuances of website action buttons. So, they ensure that they use the right font class, size, color, and background when designing buttons. Using the right color for your clickable buttons alone can increase conversion by 34%, according to a study.
Nevertheless, it’s crucial for you to use colors and fonts that are congruent with your brand identity. As a matter of necessity, you should consider the impact of fonts and colors when choosing your brand identity. According to studies, red, blue, and black buttons (among others) have shown to drive higher conversion rates.
Prominence is equally important. The size of your buttons can impact conversion. However, using intrusive call-to-action buttons can be counterproductive. You need to figure out what size is perfect for your target audience and this depends on the type of product you’re selling. Needless to say, it’s better to have a bigger-than-normal button than to fill up your website with small hard-to-find buttons.
Using a tool like Square Online, you can easily design effective buttons for your website with the precise size that you want. You can also choose from a wide range of colors to increase the conversion. Regardless of the immeasurable options available to you, ensure to maintain consistency across the entire website. Once you choose a font, color, and size, do well to maintain them.
Personalize the Shopping Experience
In the competitive world of eCommerce, personalizing the shopping experience is a game-changer. It’s not just about making a sale; it’s about creating a connection with your customers and making them feel valued. By tailoring the shopping experience to individual preferences, you can significantly boost customer loyalty and drive sales.
One effective way to personalize the shopping experience is by using customer data to offer personalized product recommendations. When customers see products that align with their interests and past purchases, they are more likely to make a purchase. Creating customer profiles to track purchase history and preferences can help in this regard.
Additionally, offering personalized content such as blog posts and videos based on customer interests can enhance engagement. AI-powered chatbots can provide personalized customer support, answering queries and offering product suggestions in real-time. Personalized promotions and discounts based on customer behavior can also incentivize repeat purchases.
By incorporating these personalized elements into your eCommerce design, you can create a more engaging and satisfying shopping experience, ultimately driving customer loyalty and increasing sales.
Simplify the Checkout Process
The checkout process is a critical element of website design for eCommerce. A simple and streamlined checkout process can make all the difference in converting customers and reducing shopping cart abandonment. Here are some ways to simplify the checkout process:
Firstly, reduce the number of steps required to complete a purchase. The fewer clicks and forms a customer has to go through, the better. Offering a guest checkout option can also eliminate the need for customers to create an account, which can be a significant barrier to completing a purchase.
Using clear and concise language to guide customers through the checkout process is essential. Customers should know exactly what information is required and what the next steps are. Offering multiple payment options, such as credit cards, PayPal, and Apple Pay, can cater to different customer preferences and increase the likelihood of completing a purchase.
Lastly, using a secure and trusted payment gateway is crucial to protect customer data and build trust. By simplifying the checkout process, you can reduce friction, increase conversions, and improve the overall customer experience.
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Building Trust with Customers
Building trust with customers is essential for any eCommerce business. Trust is the foundation of customer loyalty and can significantly impact your sales. Here are some ways to build trust with your customers:
Use clear and transparent language in product descriptions and policies. Customers appreciate honesty and clarity, and this can help set realistic expectations. Displaying customer reviews and ratings is another powerful way to build trust. Social proof can reassure potential buyers about the quality and reliability of your products.
Offering a secure and trusted payment gateway is crucial to protect customer data and build confidence in your eCommerce platform. Providing clear and concise information about shipping and returns can also help manage customer expectations and reduce potential friction.
Lastly, using a professional and modern website design can establish credibility. A well-designed website reflects the quality and reliability of your brand. By building trust with your customers, you can increase customer loyalty, drive sales, and establish a positive reputation.
Responsive Design for Mobile and Desktop
In today’s digital age, a responsive design is critical for eCommerce businesses. With more people shopping on mobile devices, ensuring a seamless user experience across all devices is essential. Here are some benefits of a responsive design:
Firstly, a responsive design can increase mobile traffic and sales. Customers are more likely to make a purchase if they can easily navigate your website on their mobile devices. Improved user experience and engagement are other significant benefits. A responsive design ensures that your website looks and functions well on all devices, enhancing the overall customer experience.
Additionally, a responsive design can improve your search engine rankings and visibility. Search engines like Google prioritize mobile-friendly websites, which can help increase your organic traffic. Reduced bounce rates and shopping cart abandonment are other benefits. A responsive design ensures that customers can easily complete their purchases, regardless of the device they are using.
Lastly, a responsive design can improve your brand credibility and reputation. A professional and user-friendly website reflects the quality and reliability of your brand. By using a responsive design, you can ensure that your website is optimized for all devices, helping to increase conversions, drive sales, and improve the overall customer experience.
Conclusion
By 2027, the eCommerce industry is expected to grow to $27.15 trillion in value. That is more than twice its size in 2020. The brands leading this growth are constantly incorporating the best design elements into their website.
So, whether you are new to the industry and trying to seize your niche or contending with the big brands, you should put the different types of graphic design at the center of your website outlook. The elements described in this article can help you get started in the right direction. However, you don’t have to do it on your own. Here are some top recommended e-commerce solutions that you can use to build high-conversion graphic design for your business.
