Creative Design of a website
In this article we take a look at the design of an e-commerce site.
Designing your e-commerce website
The main purpose and focus of an e-commerce site is to sell products and to move your site visitors to the checkout as seamlessly as possible.
But we all know that how we feel influences the way we think and this means the creative design of your site, the articulation of your brand, has to connect with your customers.
Developing your online brand
If you already have a logo and other marketing materials which convey your brand, these should provide a palette of colour and style for your website personality. Consistency is important if you want to develop a recognised brand.
Ensure your brand speaks to your target market and sets the right tone for your products. And consider what level you’re pitching at – luxurious, budget, quality. The style of your site should send an immediate message to your target audience, telling them that they’ll find exactly what they’re looking for on your site.
Graphics which create movement on your website can be a great way to catch someone’s attention. However, they can be distracting so our advice is ‘simple is always best’. Only use graphics if they’re relevant to your product and audience and help you to sell.
Design & speed
When people buy online they don’t want to wait more than a few seconds to view the content they’ve chosen to see. So your ecommerce site has to be fast.
So there’s no point designing a beautiful website with fantastic graphics if it takes too long to download.
The imagery you choose to depict both your product categories and your products are critical to the success of your site.
In our experience, product category images need to be of good quality and a reasonable size. Not only do they help people to navigate to the relevant section of your site, they also convey a sense of the type of products a customer can expect to find on your site. Choose carefully!
Having your basket always visible makes it easy for the customer to checkout as soon as they are ready. If this symbol is too discreet people may not realise what they have to do (and are unlikely to work hard to find out) and they may abandon your site before reaching the checkout.
If customers are likely to add more than one product to the basket you may find you need to show the number of items or the total value of the customer’s basket.
Call to action
Incorporate your call to action into your design so that it’s a prominent and attractive feature of your page. Adding a stylised ‘buy’ or ‘read more’ button can make all the difference.
In the next issue of our special focus on e-commerce we look at the cataloguing and display of products.