WEB & TECH / MAY. 29, 2014
version 8, draft 8

Design Guidelines for Enhancing Ecommerce Conversions

Web design plays a very important role when it comes to enhancing ecommerce conversions. Having specific design features on your ecommerce pages can be the difference between making a sale and losing a potential customer. Here are some tips for improving the design of your ecommerce site.

1. User-friendly navigation menu

Your navigation menu should make it easy for customers to move from one page to another. If you are selling many products, it would be advisable to divide them into categories and use drop-down menus. This will help you avoid cluttering your navigation with too many tabs. Be sure to have a search bar for customers who want to find a particular product quickly. Don’t forget to add a Help tab where visitors can find answers to commonly asked questions.

2. Visible testimonials

Creating a separate page for testimonials might not be effective since some visitors might miss it. Instead, it would be advisable to have testimonials right on the product pages or even the home page. A review which appears next to the featured products enhances the chances of prospects buying. You could also allow satisfied customers to submit reviews via social media networks such as Twitter or Google+. To make it look credible, make sure the face of the customer appears along with the review.

3. Sizeable product images

Since your visitors cannot touch or feel the products, images are very crucial when it comes to ecommerce sites. Therefore, to make your products more recognizable, you need to use large images with a high resolution. However, avoid using images with large file sizes which will only slow down your site. You should also have at least two extra images showing different angles of the product. Besides images, videos are also a very effective way of showcasing your products. You could post videos showing how the product is used, how it was created or even TV advertisements of the product.      

4. Visible product price and shipping costs

The price of your product should be clearly displayed wherever the product appears on your site. When visitors see a product on your homepage or product pages, they should know right away how much it will cost them. In addition, the shipping cost of the product should also be clearly visible. You could add a link which opens to a different window which shows how the shipping costs were calculated.    

If your store offers a points or reward system, this information should also be displayed clearly on the homepage or product pages. Allowing customers to see how many loyalty points they have accumulated can motivate them to make even more purchases.

5. Enhanced Call-to-Action Button

A call-to-action is a button, text or graphic appearing on a web page and is meant to encourage visitors to click on it. Some of the most common call-to-action buttons on ecommerce sites are ‘Buy Now’ and ‘Add to Cart’. You need to ensure that all your call to action buttons stand out from all the other elements on your pages. Make them larger than other buttons and use unique colors and fonts. In addition, the buttons should be placed strategically where customers can easily see them. Preferably, this should be right next to the product image. Avoid using clever words for your call to action which might end up confusing your customers.

6. Trust symbols

With the increasing cases of online fraud and identity theft, customers would want to verify the legitimacy of your site. Therefore, use your footer to display the logos which enhance your credibility such as VeriSign, Better Business Bureau and TRUSTe. In addition, you could show logos of popular brands that you sell, or credit cards which your business accepts.    

Conclusion

Tweaking your design to improve conversion rates is not very difficult. When applied correctly, the tips above can help to greatly enhance the profits of your ecommerce venture. Remember to monitor your progress using web analytic tools such as Google Analytics, CoremetricsWebTrendsOneStat, and NextSTAT.  

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