Simplified Web Design Can Help Your Ecommerce Business
- No longer do users spend time on a site’s homepage and navigate to content by category search or other product recommendations. Users type product or service names into a search engine, most likely Google.
- Too many options and cluttered design (useless text, widgets or unrelated products) turn the user off and he/she will quickly exit the page to find another site offering the same product with a much simpler interface.
- With only a few seconds to capture their attention, since they use search engines to limit searches to a very narrow field, online shoppers are different from window shoppers in the sense they know exactly what they’re looking for.
- SmashingMagazine also comments on the prevalence of the scatter shot approach – the shock of consumer overload by offering as many options as possible within one page.
Here are a few design tips to help carry your next ecommerce site design:
Less Products --> More Focus!
Customers go online to avoid the hassle of driving to a store to buy a product, so make their online experience as stress-free as possible.
Apple’s flagship product, or dominant product of choice is the upcoming iPad.
Their site has a few main components:
- Simple header navigation
- One featured product
- Links about the product underneath
- A few news headlines above the footer
Only what you need.
Show only what’s needed to make the sale. Give the user more information by giving them the choice – include “Learn more” links throughout the page.
The less clicks it takes for a customer to buy a product, the higher returns.
Keep all users in mind.
If an elderly person or less technologically-advanced users can figure out how to buy a product on your site, chances are your site is organized effectively.
Reduce the number of columns.
Each time you add a column to a page, the content is pushed into a smaller and smaller space. The result? Less emphasis on the main product, more on excess products the user doesn’t want.
Give less options.
Display your products in a way that eliminates extra thinking and decisions. Streamlining the process will cut down the stress, and the buyer will have a faster, more pleasant experience.
Keep it clean.
Clean and aesthetically-pleasing sites will keep clients happy – they’ll be more likely to be repeat visitors, if not spread the word around about your business and products. Remember to use whitespace and tasteful colors to make the product pop.