Every website has its distinct look and feel. A software company might have simple, modern graphics highlighting its innovative products. A blog might have a more personal touch, with photos, videos, and text that give readers a sense of the author’s personality. For eCommerce businesses, it represents the brand and the first step in persuading a visitor to become a customer.
The layout, colors, fonts, and overall aesthetics of an ecommerce site must be carefully considered to create an inviting and trustworthy space that will make potential customers feel comfortable handing over their credit card information.
Why Is Ecommerce UX Design Important?
When new shoppers visit your website, they form an opinion about your business in about 2.6 seconds. To capture their attention, you only have a little bit longer, and those few seconds are the difference between a conversion and a bounce.
For e-commerce sites, first impressions are everything. 88% of shoppers are less likely to return to a site with a poor user experience (UX), and most of them are more likely to buy from a visually appealing site that is easy to navigate. That’s why ecommerce web design is so important. A well-designed website makes it easy for customers to find what they’re looking for and instills trust and confidence.
On the other hand, a poorly designed website can be a major turn-off, driving potential customers away. In today’s competitive marketplace, an ecommerce website needs to be functional and attractive to succeed.
What Goes Into Ecommerce Web Design?
Web design is a complex iterative process that includes everything from the layout and navigation to the colors and typography. E-commerce web design is even more complicated, as conversion rate optimization (CRO) must also be considered. Let’s look at some of the main components of ecommerce website design.
The layout is one of the most important aspects of ecommerce web design. It needs to be easy to navigate and should highlight the most important products and categories. There are a few different layout options to choose from, including:
- Single column: The simplest option, a single-column layout, works best for blogs and businesses with a limited number of products. It is user-friendly on both desktop and mobile devices.
- Multi-column: More difficult to navigate, the multi-column approach allows you to showcase more products on the page. It is best for desktop users.
- Grid: A grid layout is a good compromise between the abovementioned options. It is easy to use and allows you to showcase many products.
- Masonry: A popular option for image-heavy sites, the masonry layout is easy to use on both desktop and mobile devices and is best for showcasing unique products in context.
The type of web design layout will significantly impact your site’s overall UX. Be sure to choose a layout that is easy to use and will highlight your products best.
Your sitemap is the foundation of your ecommerce website design. It needs to be well-organized and easy to use so that visitors can easily find what they’re looking for. There are a few things to consider when creating your site map, including:
- Categories: Group your products into logical categories to make it easy for shoppers to find what they’re looking for.
- Subcategories: Subcategories are a great way to organize your products further based on use cases, product functionality, and other criteria. This makes it easy for shoppers to find the specific items they want.
- Product pages: Make sure each product type has its own page with all the information a shopper needs before purchasing.
Beyond the site map, your site should allow users to segment their product search results based on different criteria, such as price, color, size, and other options relevant to your product.
The colors you use on your ecommerce site should align with your brand. If you already have a color scheme for your logo and marketing materials, you should use those colors on your website. If you don’t have a pre-existing color scheme, now is the time to create one. Remember that different colors evoke different emotions, so choose your colors carefully.
For example, blue is often associated with trust and security, while green is associated with nature and peace. Black and white are classic colors that can be used for any type of business, particularly ones with a modern aesthetic.
Your color scheme should be consistent across all site pages but not overwhelming. Low readability results in higher bounce rates, so ensure your text is easy to read against your background color. Avoid using patterns or images that make it difficult to read your text.
Your website’s typography will play a big role in its overall design. The right font can make or break your site, so choose wisely. There are a few things to consider when choosing fonts for your website, including:
- Legibility: The font you choose should be legible and easy to read. Avoid using more than two or three different fonts on your website, as this can make it appear cluttered and difficult to read.
- Style: Your font style should match your website’s style. For example, a more formal website would benefit from a classic serif font, while a casual website could use a sans-serif font.
- Size: Your font size should be large enough to be legible on desktop and mobile devices. Try to avoid using fonts that are too small or too large.
Mobile transactions account for nearly 63% of all ecommerce transactions, so it’s important to ensure your website is optimized for mobile devices. Mobile optimization includes ensuring your site loads quickly, is easy to navigate, and has a layout that is easy to use on a small screen. It also means ensuring your site is responsive, which means it will resize and reformat to fit any screen size.
The UX Design Process
While e-commerce has a few nuances that need to be considered, the UX design process is relatively similar to any other type of web design.
The first step in the design process is to research to understand your target audience and their needs better. This can be done through surveys, interviews, focus groups, and other research methods. If you have the resources, you can also gather data from statistical sources, such as Google Analytics or a data warehouse. This data can help you understand how users interact with your site and identify improvement areas.
Create User Personas
A user persona can be an invaluable tool in the UX design process, as it helps to keep your target users top-of-mind throughout the entire process. A user persona is a fictitious person who symbolizes a target customer. When developing a user persona, consider age, gender, race, and interests. You can also give your persona a name and a face to make them feel more real. If you’re unsure where to start, consider using a user persona template.
Wireframing and Prototyping
You’ll create a low-fidelity version of your site during the wireframing and prototyping phase. This is typically done with pen and paper, but a number of software programs can also be used, such as Adobe XD or Figma.
The purpose of this phase is to get a general idea of the layout and structure of your site based on how your users will interact with it. This is also a good time to start thinking about your site’s overall look and feel and its branding. Understanding the website design process is crucial at this juncture, as it lays the groundwork for a successful design by aligning your project with your users’ needs and business objectives. Once you have a wireframe or prototype that you’re happy with, you can move on to the next phase: design.
Designing Your Ecommerce Website
In the design phase, you’ll start bringing your site to life. This is where you’ll choose colors, fonts, images, and other elements used on your site. It’s important to keep in mind that your website should be designed with your users in mind. Every site element should be carefully chosen to ensure a positive user experience.
Once your site is designed and built, it’s important to test it out to see how users react to it. A/B testing is a website or landing page testing method that involves showing users two different versions of a page and comparing the performance.
You can do this by creating two different web page versions and then sending half of your traffic to one version and the other half to the other. Then, you can track the engagement metrics to see which version performs better.
A/B testing can be used to test anything from the color of a button to the layout of a web page. By conducting A/B tests, you can ensure that your site continues to be optimized for maximum conversion rates.
Web design is a pivotal element in the success of any ecommerce venture. By adhering to the guidelines outlined in this article, you can craft a website that attracts visitors and converts them into loyal customers.
The journey to a compelling online presence can be intricate, especially if you’re new to user experience (UX) design nuances. In such cases, it’s prudent to seek the expertise of professional web designers, along with SEO experts such as those at Connective Web Design. Their specialized skills and insights can significantly streamline the process, ensuring your website is visually appealing, functionally robust, user-friendly, and easily found in search engines. Remember, your website embodies your brand in the digital marketplace and is a crucial tool for business growth.