Your website design is most effective when visitors are engaged, stay longer on a page, and occasionally revisit. How does your website stand up to the competition?
Isn’t it amazing how easy it is to purchase stuff without even leaving the house? From groceries to jewelry, clothes, and other household items, online shopping has become more of a norm than a novelty. To capture your share of this trend, you will need to create an effective online store, one with great web design. You’ll need a site that can outperform the thousands of eCommerce stores that share your target audience.
With the rise of online shopping, one of the most important tasks in creating great web design includes focusing on a good user experience. So what creates a good User Experience? In the web design world, User Experience consists of two separate but equally important concepts, the UX (User Experience) and the UI (User Interface).
- UI – The best way to separate these two concepts is to remember that UI is tangible. It is what the user interacts with as they are navigating your web store. It dictates how a user will use your site.
- UX – The UX is more encompassing. It’s everything on your website that creates the total user experience. The UX is what the user feels when they are using your UI.
Clear as mud, right? Ultimately, UI and UX work together to attract customers and keep them coming back to shop at your online store. If you’d like to read more on UI and UX, this article does a great job of explaining the difference between the two.
How to make a great first impression
Your homepage is the most important page on your website. It may not be the first page an online user lands on when they are directed to your site but your homepage is usually what your eCommerce store will be judged by. If the UX of your site is cluttered and unprofessional, visitors will think the same of your business. A study conducted by the Society of Digital Agencies (SoDA) reports that the “UX was identified as the biggest shortfall on the client side, with 77% of agency respondents identifying it as a weakness.”
If customers visit your site but are not impressed with it, they won’t hesitate to shop your competitors. Back when brick and mortar stores were the only option, businesses had proximity on their side. If a physical store was cluttered and unkept, customers would be less likely to leave because the next option was a distance off. With online shopping, however, a simple click of the mouse opens a world of stores that are very similar to yours. If your store doesn’t represent well, your visitor will be gone in an instant, typically forever.
Here are a few things you can bet on:
- Bad website design will increase bounce rates and decrease conversions.
- First impressions are typically lasting impressions.
- Starting with a great eCommerce design software will avoid many problems.
It’s important to make sure your customer’s first impression is excellent. You only have seconds to prevent that mouse from clicking away.
So how do we create great web design?
Here are 5 design tips that will amp up your homepage:
- Compelling content. One of the essential aspects of a good homepage design is compelling and engaging content. Speak your target market’s language and make it convenient for your customers to understand your brand — who you are, what you do, and what they can get from your site. Your branding content will affect your success for years to come so choosing the right company logo and the tagline is incredibly important. Another thing to pay attention to — less is more when it comes to homepage text. Your goal is to hook the user into engaging with your store so having too much content can actually dampen your conversion rate. No one wants to read paragraphs of text on a home page. Excite and delight, get them engaged first and educate them later!
- Simple design sells. Part of having a great web design is making sure your homepage is crisp and clean. This ensures visitors won’t get confused or feel your company is outdated. Opt for a simple and interesting layout as this usually leaves a positive impression on your visitors. When designing your homepage, properly align the content and use simple typography. This will help users avoid distractions and focus more on important points – you know, the ones that lead to sales!
- Ready for mobile sales. Have you ever looked at your website on different screens? How does it look? Does it give the same experience and smooth eCommerce performance? When your website has a responsive design, it will perform well on any type of device. Mobile browsing continues to increase rapidly, year after year. Don’t lose sales because your page is not compatible with the latest and greatest mobile devices.
- Don’t be too ‘salesy’. Most shoppers don’t appreciate an overeager sell. If your homepage is cluttered with a variety of different sales pitches, it can seem unprofessional and untrustworthy. Read over your homepage for ‘salesy’ content that competes for a visitor’s attention. Have a friend read it over and tell you if anything seems suspicious or makes them feel like they are reading spam. Develop great web design by taking all feedback and using it to clearly state your offerings in a professional way. This will help you maintain a respectable brand reputation.
- Use effective call-to-action buttons. Place call-to-action buttons in strategic places to boost click-through rates and increase conversion. When placed properly on your homepage, call-to-action buttons assist in site navigation and help in creating a great web design. It’s worth investing some time to figure out the best placement for these important links. To do so, use A/B testing and make adjustments in call-to-action placement based on the data it provides. Even small changes can make an incredible impact on your conversion rates. Whether they link to more information, filling out contact forms, or a product purchase, call-to-action buttons must be clear and stand out in a way that entices user interaction.
More great web design tips to enhance customer conversion:
- A secure feeling. To ensure your shoppers feel safe on your website, place trust badges and credit card logos prominently on your checkout page. This helps your brand look reputable and can boost conversion rates. Make sure the checkout process is seamless and offers payment options that speed up the checkout process. To help with this, find an eCommerce shopping cart that offers a variety of payment options and keeps your checkout simple.
- An easy shopping experience. Online visitors always look for an efficient, hassle-free experience and won’t tolerate slow loading times or other site issues. They expect a site to load in 2 seconds or less and have a flawless process. As a business owner, you need to ensure page load times meet customer expectation. You can do this by using smaller images and fewer jQuery and animation elements. You can also reduce third-party resources like ads or widgets. Keep in mind that every second of delay can lead to a reduction in conversions.
- Assist customers when looking for products. In eCommerce, website navigation always plays a big role. It can make or break your entire online store. When creating your site, arrange products by category and place them in drop-down menus. Each page should be clear and straightforward so visitors can easily understand what you’re offering them. A customer that’s confused and can’t find what they’re looking will leave and shop a competitor’s site.
A good designer is going to be familiar with all of these great web design tips (and more). If you’re serious about making a run in eCommerce, find an experienced, knowledgeable website designer. He or she will be worth the investment and pay for themselves many times over. Looking for a quality custom design?
Looking for a quality custom design? We can help.
The above tips will help you incorporate different techniques to enhance the look of your website and gain potential customers. Your main goal should be to create a great web design that is not only eye-catching, interactive, and engaging but also has a great load time. It’s important to remember that sometimes, good fixes are not necessarily quick fixes. They require effort, persistence, investment, and a lot of testing! As you continue to improve your website designs, however, you’ll find yourself earning more visitors and reaping the rewards!