Here’s the second part of our complete guide to the most important rules and professional standards of all when it comes to designing e-commerce websites:
Whatever it takes to ensure that every single page of your website loads and performs like greased lightning, you need to make it happen. This could mean optimising your site as a whole, switching to a different web hosting service or considering a different platform/CMS. If unsure, console the experts.
Question every pixel
The most important question to ask yourself at all times during the design process is ‘why’? Roughly translated, look extensively and repeatedly at each and every pixel across your entire website and question what it brings in terms of value and quality. If the answer is negligible in either case, get rid of it.
From Day One
While it’s perfectly possible to give an e-commerce an SEO overhaul further down the line, it makes much more sense to implant powerful SEO elements into every page from the very beginning. Be extremely careful with the use and positioning of H1 and H2 tags.
Another critically important consideration is that of how and why your e- commerce website stands out from the competition. This is the single most important tool and resource you will ever have for creating and enhancing brand identity. Over and above creating a site that simply looks good therefore, you should be looking to create a site that speaks volumes for you and what you represent as a brand.
We’re slowly but surely getting to the point these days where e-commerce ventures mean focusing almost as much time and effort on social media as the primary website itself. The strategic inclusion of social media links is of course an obvious standard, but at the same time it is important to proactively use social media as a means by which to promote your brand and your image.
Never Force Signups
One guaranteed way of sending your conversion rates crashing to devastating lows is to insist that your visitors sign up and to create accounts before being able to buy anything. This is nothing less than e-commerce suicide these days and will completely eliminate the opportunity of securing plenty of impulse-buy conversions.
Include Customer Reviews
Nothing speaks more powerfully to perspective customers than the thoughts and opinions of past customers. Reviews and testimonials can therefore work wonders for your website, but don’t ever stray into dodgy territory by making them up yourself.
When a customer has made the decision to make a purchase, the key lies in allowing them to do so as quickly and easily as possible, before they change their mind. This is why it is of crucial importance to minimise distractions throughout the checkout process, focusing instead on getting the job done.
Last but not least, it is crucial to ensure that your contact details are made readily available at all times. Not only does this eliminate the frustration that accompanies not being able to find your contact details, but presenting them prominently in the first instance helps establish trust and confidence in new customers.