6 Strategies For Designing Ecommerce Websites That Convert Visitors into Customers
Multi layered brick-and-mortar business and the virtual online business are as different as chalk and cheese! An online purchase is motivated by a desire to buy a particular product or service. The consumer behaviour influenced in the complex process of the former is actually the result of the motivating desire to go online. This was just an illustration because the user experience that we refer in our design circles is quite similar to the motivating and multilayered desire process.
It is not just the product and services that sells online.
The disparity between the highest and lowest conversion rates in any industry is due to user experience and undoubtedly the main reason. In the same breath however, can two eCommerce websites marketing the same products and services be equally successful even if one of them has a reputation of being an inferior user experience?
It is a big “NO”.
In fact a recent study revealed that a small change ie., ability to filter products, made by a retailer made a world of difference to the user experience. Consequently, the revenue scaled up by leaps and bounds.
While there can be many ways and means that could be responsible for conversions by improved user experience, but this write-up tends to delve more on user experience
perception relevant to eCommerce.
We offer six very pertinent design strategies in a platter that guarantee your eCommerce website which is going to be instrumental in your sales objective and nothing else. Take a look.
1. Forsee Your Customers' Expectations :
a) These prospects know what to buy.
b) These potential customers go around and browse through, window shopping...eh!
Now you have got to apply your prudence by appropriately designing search capabilities and navigation website that addresses both the above group of customers.
a) Sometimes search functionality tends to be redundant if you are planning to offer only a single product or for that matter include only few products. But on the other hand it becomes vital to have a search function right on the landing page that is not only visible but also has an optimal utility when you have a large quantity of products to promote.
Studies have revealed that a typical Internet user has a short attention span and normally avoids going through a maze of rigmarole, particularly if he is clear about his search. In fact, if your prospect plans to buy a specific product, you wish that his search is rapid without any hassles of getting distracted during navigation. Moreover it, his search, should not be distasteful even when a range of products get browsed through along the way.
Basic functionality for search based keywords and tags are a must. A step further that refines suggestions and results will go a long way in establishing your website, in terms of popularity. Be wary and don't take things for granted in the eCommerce industry; as start-ups like Elicit has the potential to allow for additional control over the search pattern of users.
b) These potential customers are indecisive with a wavering mind set. They generally pass their time by scanning through your product range and are uncertain as to what they are looking for. The need of the hour is to address this issue. But how? We build a navigation system that would give the prospective customers a brief of every product available in the range, category-wise. Care should be taken that the navigation system should be accessible and user-friendly. Additionally, with a proviso for intuitively refining and choice for reversing with consistency maintained throughout the site.
Devising an effective user-centric taxonomy is very vital in relation to Search function indexing as it is a key to both effective search and navigation on eCommerce websites. By studying the user pattern of search, you need to clearly comprehend yourself how to group and categorize your product range to facilitate customer search.
Want to increase your conversion and Average Order Value or AOV and reduce your bounce rates? Create a website that is designed to cater to rapid search and navigation functions for customer comfort.
Tip: In an attempt to showcase all your products, desist from cramming and cluttering with a collage of your products in the same navigation bar. This will only confuse your customers. Use sub-pages instead. For example Macy's categorizes and groups its products into broad categories thereby allowing the visitor to explore in detail by hovering over any of the main links.
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