The Two Most Important Factors In ECommerce Design
When you design a site you need to pay serious attention to it’s usability and it’s persuasive abilities. The aim of a good eCommerce solutions is to gently (or not so gently) persuade the sites user to purchase the product they want to make sure that they find this as easy as possible..
Usability Design
When a customer lands on your internet store they will only have a certain amount of patience, once this all runs out they will give up and leave your site for one of your competitors. The easier your site is to use and the less they have to think about how it works the longer they will stay on your site, and the more likely they will be to purchase from you.
With the increase in the use of CSS and the increasing accessibility of graphic manipulation packages people are able to completely customise the way the ‘things you click’ on their web-site look, the limit it pretty much their own imagination. Unfortunately this can lead to some confusion for users who have to think about what is clickable and what isn’t, this will cause them to get frustrated.
With text links it’s best to follow HTML tradition, keeping links in a contrasting colours and keep them underlined. Users also like to know where they have been, so keeping links that have been visited in another colour is good practice.
Persuasive Design
Once you've addressed the Usability of your store and your visitors can find their way around your site easily and find their way to where they want to be, you must then consider the second important part of the design. You need to make then go to where YOU want them too, the order confirmation page. Below are 3 tips for making this happen.
Once the user has put some items into their cart and clicked on the checkout button there is a good chance that they really want to buy something. So whatever you do make it as easy as possible for them to put their credit card details in and click the order confirm button.
A design practice that we implement is removing all unnecessary links from the order process. For example all links to the ‘home’ and search boxes are removed. If the user goes searching for other products then it’s possible that they’ll get side tracked and forget that they were going to buy your products. But make sure that the user still has access to the information about the product that they’re buying, we try to implement this by including all the information on the shopping cart page, or by linking to pop-up with the info in, we don’t link back to the original product page as this could lead to further distractions.
Long checkout processes with multiple pages is also something that should be avoided. Only ask the customer for information that you really need.
You need to make your product descriptions and products images as descriptive as possible, don’t ever assume that your customers are as well versed on your products as you are.
Also the more information that you include the more ’spider food’ there is for the search engines.
Tim James. eBizSuccess.co.uk
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