How Your WordPress E-Commerce Site Can Benefit From Appealing Web Design
E-commerce is a very popular online business, as it’s incredibly easy for nearly anyone to set up an online store. Whether you’re physically shipping items or dropshipping as an affiliate, it’s pretty painless nowadays to set up and go.
However, just because e-commerce websites are simple to set up, doesn’t mean success is guaranteed. There are several practices that are key to designing an appealing e-commerce site, which will improve conversion rate and customer engagement. In this article, we’re going to share several tips on how appealing web design will benefit your e-commerce site.
Simpler is better
A cluttered e-commerce website will suffer a higher bounce rate. Minimalist design is more efficient here, and you can focus on guiding and funneling consumers towards checkout. Look at web design companies like Parachute Design for examples of the best minimal design practices you can emulate.
Consider removing unnecessary elements that users need to scroll past, and stick to a clean layout and design. A white background will make your product images really stand out, and you can use bold, captivating product descriptions with short phrases to capture attention.
This goes especially for mobile optimization, as over half of all web traffic comes from mobile devices. Focus on optimizing for mobile first, and make navigation as seamless as possible for mobile devices.
Don’t skimp the shopping buttons
Two of the most important buttons on any ecommerce site are the shopping cart and the checkout buttons. It’s been proven that having the shopping cart icon visible at all times will lead to an increased conversion rate.
Because these are the most important buttons on an ecommerce site, it’s advisable to keep them prominently displayed. A good strategy is to keep them always visible in the upper corner, use brightly colored buttons that stand out from the background, and make them a little larger than other buttons.
Focus on painless checkout
Do users really need to create an account before making a purchase? This can actually lose you customers who don’t want to go through the hassle. If you’re selling digital items, there’s pretty much no reason to ask for a physical address, for example.
Make the checkout process as quick and simple as can be, and ask if the user wants to create an account or sign up for your newsletter after they’ve made their purchase.
Also, completed purchases should redirect to a “thank you” page. This will confirm the purchase to the customer, and you can also monitor the “thank you” page for traffic as a way of tracking conversion rates. Finally, customers just appreciate a nice thank you for their business.
Navigation menu with enhanced subcategories
When an e-commerce site has a lot of products, it can be difficult for consumers to find exactly what they want. It’s somewhat true that having visitors scroll past products to find what they want can increase impulse purchases, similar to supermarkets that put staple items in the back of the store.
However, internet shoppers generally know exactly what they’re looking for, and aren’t roaming aisles. What you want to do is focus on creating an easily navigable menu of subcategories that help consumers find exactly what they want.
For example, let’s say your website sells computer equipment. It’s tempting to just put all keyboards under subcategories like Peripherals > Mice & Keyboards > Keyboards. But you can really expand this with something like Peripherals > Mice & Keyboards > Gaming Keyboards > Mechanical > Wireless > RGB Lighting.
With this sort of enhanced subcategorization, your consumers can find exactly what they want, and you’ll get indexed by Google for long tail search queries like “wireless gaming keyboards with RGB lighting”.
Create a sense of product scarcity
Products in limited stock have a psychological effect of being more enticing to users, whether or not those items are actually best-sellers and in short supply. Prominently displaying products that are almost out of stock can increase impulse buying and boost your sales.
So for example, going back to our keyboards analogy. If a user clicks on your “Keyboards” category, you might want to display the top five keyboards you want to sell, with a “5 left in stock! Add to cart now!” call-to-action button.
Make it easy to contact you
Your contact information shouldn’t be limited to an “About” or “Contact” page. Some e-commerce websites have a terrible habit of burying contact details at the bottom of pages in tiny text. Consumers want to know that you’re trust-worthy and approachable.
Keep buttons prominently displayed for immediately reaching your customer support, such as buttons for email, phone, social media, and even a Google Maps button if you have a physical storefront.