If you haven’t already created an e-commerce website for your business, now is the time to truly consider taking the next step. There are over 12 million e-commerce stores on the internet, and each one holds an advantage over your company because people anywhere and at any time can purchase their products.
So if you have decided to take the jump and create an e-commerce website, you are already on the right track. But what exactly are the key components that your website must have? First, you must of course have a custom designed website. Over 94% of people believe that custom designed e-commerce sites result in better conversion rates and more sales. After you have your design nailed, there are 5 essential components your e-commerce website must have, and we will describe each.
1. Properly Structured Website
It is extremely important that your e-commerce website is easy to use. If a customer is looking to purchase a product, but can not find it, that will ruin the chance at a potential conversion. Make sure that your website has a simple structure, with the most important pages accessible from the main navigation menu. If you have many products, separate them into categories. And don’t forget to use proper labelling that will make sense to your customers.
2. Mobile Friendly Shopping Experience
Today, the world of technology is evolving quickly, more and more people have been using their mobile devices to shop online. By ensuring that your e-commerce site is mobile friendly, you can be sure this will result in more conversions. In addition to having a responsive design, you must also make sure that your mobile navigation is easy to use and your checkout functions easily.
3. Product Descriptions with Pictures
On an online store, there are typically no sales support staff to help the customer with their purchase decision (Unless you install a chat assistance). Therefore, your product descriptions must act as your sales staff, by being detailed and accurate. Including good quality pictures will also help communicate the product, as customers can only use their sight when online shopping (and not their 4 other senses).
4. Easy Checkout Process
The most frustrating experience for an online shopper is when they have gone through the process of shopping and selecting items, but struggle to purchase them because of a poorly functioning checkout process. This is probably the biggest conversion killer. Your checkout process must have good functionality and usability if you want your potential customers to trust your website and your brand. Some key functions to providing a good checkout experience are to ensure your website has optimal speed, show product descriptions and images in the cart, allow for easy editing of products in the cart, and provide a support contact.
5. No Unexpected Shipping Fees
Shipping charges kill conversions. 28% of customers will abandon a purchase if surprised with shipping fees. If you are going to be charging for shipping, make sure that the customer is aware of that BEFORE they reach the checkout page. You might still lose some buyers, but it is better than making them go through the whole process and slapping them in the face with it at the end. You can add a “calculate shipping” feature to the cart, which will inform the customer how much they will have to pay when adding the product to their shopping cart.
Your website design is a way to creatively showcase your business. Thus, you want to make sure the colours you use are portraying the image you wish to express to your audience, as colours can create a certain impression on a website. If your website gives off the proper impression, it will show that your company is trustworthy and professional. Below is a list of some commonly used colours in web design, and what they mean psychologically.
Red: excitement, bold, power
Orange: friendly, cheerful, confidence
Yellow: optimism, warmth, energy
Green: peaceful, health, growth
Blue: trust, strength, dependable
Purple: creative, wise, sophistication
Grey: balance, calm, neutral
Black: power, elegance, wealth
White: innocence, cleanliness, purity
There are different types of colour schemes you can use for your website design. It it typical to stick to 2-4 main colours, as when there are too many colours the image you are trying to portray will get lost. Whether you want completely contrasting colours, or a set of similar colours, you can use these colour schemes to make sure you choose the proper complementary/contrasting colours.
There are many online tools that can assist you with creating the perfect colour scheme, such as Adobe Color CC. Remember that colour has the power to improve conversions by grabbing the attention of potential customers and influencing certain emotions which can result in sales. Time to get creative and choose the right colour scheme for your brand!