Articles, Inspiration, Tips

How to optimize your e-commerce web design – Part 2

April 3, 2013 • By

Last week we shared our first 10 tips on how to optimize your e-commerce web design in order to make the shopping process as seamless and easy for your customers as possible. This week we look at things such as support, promotion of popular items as well as money back guarantee and the importance of testing.

#1. Keep content fresh

This might seem trivial, however just like any other website you need to keep your content fresh. There is nothing worse than visiting a web store only to realize that the store hasn’t been updated since 2008. You need to keep a regular schedule of updates otherwise customers will think the store is closed and the website just hasn’t been taken down yet.

#2. Sales support

If you were running a physical store the first thing you would do would be to employ sales personnel, running a web store is no different, don’t expect that just because everything is online customers don’t need support. From the very beginning you need to offer some sort of sales support, and you need to make sure they respond in a reasonable time, I am not saying you need to have a 24/7 live chat however if it takes you 3 weeks to get back to people then they will have moved on and bought the product elsewhere.

#3. Detailed information

Your product details need to be as detailed as possible, yes you might be selling T-Shirts however if your only product detail says “Green T-Shirt” then trust me people are going to be confused. You need to offer as much detail about the product as possible, these

#4. Consistent design

Just like with any other website you need to be consistent in your design, if you are using light colors on your front page then stick with these colors throughout the entire store, don’t all of a sudden have one site with a very different color it is very distracting.

#5. Tell customers if you have a physical store near them

Even though more and more people are starting to complete their shopping online some people still prefer brick & mortar stores, if you have an actual showroom near your customers then let them know about it.

#6. Promote popular items

Do you have a few items that are really popular with some customers? Chances are if you see a product being purchased more frequently than others then this product is of interest to many more than just those who recently purchased it. Tell your customers about your most popular products who knows they might just be looking for exactly that product.

#7. Testing the store

Like with any website there is nothing more important than testing the design, a web store is no different, you really need to test and retest your design before going live. If something isn’t working you want to know about it before your customers start complaining, perhaps you can get a few of your friends to test the site, chances are they will see something you haven’t considered after working months on the project.

#8. Money back guarantee

Let’s face it you just can’t make everyone happy, there is always going to be someone who will complain and want his or her money back. If you want to keep customers coming back then you must offer a money back guarantee.

#9. Keep check out clean

You might have noticed that physical stores always seem to cram a whole bunch of products in the checkout area, the reason for this is that you are much more likely to do spontaneous shopping while waiting in the checkout line. DO NOT do this online, there is nothing more annoying than trying to pay for your purchase only to be bombarded with new offers, keep the checkout area clean!

#10. Remember your target market

As with any website you need to remember who your target market is, for instance if your web store sells toys then the colors you will want to use will be different than if you were selling furniture for a retirement home.


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