So, in a world where sales are determined by the individual from the comfort of his/her own home, it is necessary to make sure your content is captivating.
But, what’s equally important is how you present that content. Online purchases are executed through e-commerce sites and if you want people to keep coming back, you need to make sure your site is designed to offer the best experience possible.
Here are some of the web design trends that will likely determine e-commerce success in 2018.
Use the story approach
One way to captivate a customer’s attention is to tell a story about your brand. Now, you can actually incorporate that tactic into web design. You see, customers engage with businesses that they can identify with. So, it’s necessary that you create that perception.
One of the first things to do when developing your website is to focus on the products that you’re selling. After all, that’s what customers want from you. But, a lot of e-commerce operators make the mistake of focusing on the history of the site itself. So, avoid placing too much emphasis on the personal story.
One of the first things to do when developing your website is to focus on the products that you’re selling. After all, that’s what customers want from you. But, a lot of e-commerce operators make the mistake of focusing on the history of the site itself. So, avoid placing too much emphasis on the personal story.
Remind yourself that it’s the site’s usability and the products that ultimately lead to an increase in revenue.
But, this doesn’t mean you have to completely avoid the story. The idea is to keep things simple. For instance, use a simple layout and allow the customer to dig up information naturally. According to experts, the best websites always keep things simple on the main pages and force customers, in a very subtle way, to deep dive for more details.
There are many “short and sweet” strategies you can use to communicate your brand without hogging too much of the limelight. For instance, Justin Shaw, the founder of One & Zero, believes that all information about the business or brand must be communicated immediately above the fold.
Become mobile-friendly
Around 80% of e-commerce patrons use mobile phones and in 2018, we will be seeing mobile account for about 27% of all retail sales. So, it’s obvious that, sooner than later, your customers are going to go completely mobile. Every time a new customer interacts with your site, you can be fairly sure that it’s going to be done via a mobile device.
It’s clear now that you need to start focusing on responsive web design. Your site needs to be equally good on mobile devices and desktops. It needs to be functional and appealing on mobile, just as it is on desktop devices.
The keyword here is “responsive”. We aren’t suggesting that you go mobile completely. Keep it responsive because customers still prefer to use the desktop for actual purchases. It’s mainly their initial interactions that are exclusive to mobile devices. So, you need a double-edged sword kind of strategy.
The online shopping experience is the primary component in determining satisfaction. However, if you can afford to have separate sites, it isn’t a bad idea to go ahead with that strategy. But, opting for the responsive design option is far more financially sensible, especially if you’re a small business.
Keep it simple
A simple and intuitive design is what positively impacts customer engagement and eventually generates better sales figures. So, adding white space, limiting the content to just a few key pages, and adding more images instead of text can go a long way in boosting the overall simplicity of the website.
There is no need for things that are not relevant to the overall objectives of the site. If you think something is a bit too much or unnecessary, it most likely is.
Simple designs that boost ease of use and offer a memorable experience are far better than designs that boast aesthetic value but end up being complex in terms of operation. Never add components that compromise on usability; no matter how aesthetically pleasing they are.
Always aim for function over form if you can’t strike the right balance. It’s much safer to do this than to choose form over function. In fact, adding too many components can actually end up crowding your pages and even distracting users from key elements.
For instance, live chat pop-ups can be very useful if your site wants to engage with customers. However, if constant engagement isn’t a necessity, you can avoid using such pop-ups.
Many websites fail to actually benefit from such chat pop-ups. Before implementing such features, they need to make sure their audience wants it.
Use original images
Images are a core part of an e-commerce site’s appeal. After all, customers need to have high-quality images to determine if the product they’re buying is worth the investment. So, use high-quality images. But, more importantly, avoid using stock images.
It’s better to always use your own images. You can simply outsource the task to professionals or hire one of your own.
Original, high-quality images can do a lot for your e-commerce site.
Use high-quality content
Once again, the attention is on content as always. 2018 isn’t going to be any different with regard to content. Content is how customers learn about your product and make purchase decisions. So, start incorporating blogs, images, and social media posts.
The content must be relevant to the user. Avoid focusing on content that is business-oriented. This doesn’t work in a B2C environment. The average customer is only interested in the product. The cold hard truth is that they are almost apathetic to your business.
So, instead of focusing on why your e-commerce business is great, focus on why what you’re selling is great.
For all your e-commerce web design needs, get in touch with Crafted, one of NYC’s top-ranked digital agencies.
