To increase the ecommerce conversion rate, it is crucial to design every aspect of your website (from the landing page to the checkout page) carefully while giving importance to every step of the customer journey.
However, cultivating a user journey which successfully balances a good shopping experience with a clear and straightforward path to conversion is a little challenging. To help you design a more purposeful and delightful conversion path on your ecommerce website, we have put together some best practices you can follow.
Best practices to design your ecommerce website for more conversions
While designing an ecommerce website, consider the following tips to enhance user experience.
1. Incorporate company or product reviews
Reviews are among the powerful tools to convert a customer’s interest in your product to a sale – potential customers judge the utility or quality of the product by listening to other buyers like them or reading about their experience with your products.
Therefore, it is highly recommended to add customer reviews directly below or next to your products to demonstrate your credibility. Customer recommendations drive other people’s purchasing decisions as they tend to believe the reviews from the customers they relate to.
2. Add high-quality and well-selected images
Ensure that you upload high-quality images of your product, covering all the details and angles. This gives the buyer confidence in your product, its quality, and a clear idea of what they can expect when they receive it.
Whereas, if you post low-quality images without the details clearly visible, you may leave your potential customers anxious and dubious about the features of your product.
Ideally, only a fraction of your website visitors goes through the entire page and read everything from word to word, meaning, most people judge the product by its image. Therefore, high-quality images that can make a positive impact on a customer’s understanding of your product and brand are important.
3. Add clear CTAs
Having a clear CTA (call-to-action) is essential to convert website traffic into leads and sales. Ecommerce website CTAs are often “Add to Cart” or “Buy Now” buttons that stand out on the web page and grab the attention of visitors, encouraging them to click. The buttons usually have unique design elements, short and crisp content and contrasting colours, among other features.
Additionally, ensure that your CTA button is well-aligned with the web page’s intent it is located on.
For example, the CTA button on a content page may be “Read more” and the product page may be “Buy Now”.
4. Offer simple checkout processes for all the customers
By adopting a simple one-click checkout process, you can give your customers the option to skip the ‘Add to Cart’ step and checkout quickly while being on the product page. This can shorten the checkout process significantly.
Even if you do not implement a one-click checkout process, prioritize streamlining your website’s checkout process as much as possible as it brings down card abandonment by eliminating extra steps present in the traditional checkout process, helping boost conversions.
5. Offer different payment methods
There are various ways to pay online that are not reliant on a card, including bank transfers, direct debit, digital wallets, digital currencies, e-invoices and more. Though it isn’t possible to offer hundreds of payment methods on your website, you can offer payment methods that are most suitable and relevant for your target market. Providing at least the top three payment methods in your sector can help you boost conversions.
Create seamless shopping experiences
Online shoppers expect smooth and frictionless experiences, no matter what. Designing an ecommerce website is more about creating a memorable shopping experience that will convert passive shoppers into paying customers than just about creating a website.
Create an attractive, user-friendly, and professional user experience that makes the shoppers come back to your online store frequently. There is still an enormous opportunity for the new ecommerce players to outpace the traditional industry leaders and make space for themselves in the market.
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