eCommerce websites have themselves personality designed to point both the visitor to one simple task – make an online purchase. A designer has to consider a different types online selling principles while designing an eCommerce website. Here we will trying to look at one of the major design aspects you need to have in an eCommerce website.
All you were probably already asking why eCommerce website design is not the same as other website design. They all must be attractive, well organized and use the right colors that fits the website spirit etc. Your instincts are good. However close think some successful eCommerce websites will reveal the conceptual differences which are typical in a successful eCommerce website.
An eCommerce website has to follow certain selling principles :
Give the user a pleasant experience during his online shopping.
Make sure you provide sufficient information on who owns the website and why they were going to be trusted.
The website ought to be easy to use. If it isn’t, the visitor armed to the competitor.
Those principles are not new. You know those basics from the day to day experiences in an mall, shopping center and together promote that's waiting for us to open our wallets. The big challenge for a designer is how you can translate those conventional marketing techniques towards the virtual world of online. I’m sure you’ve all noticed that in most supermarkets the bread stand is placed around the far end of the building, yet you smell the fresh bread around the entrance (sometimes they even try special air duct to carry the smells). That has been done deliberately. Marketers use our sense of smell to draw us through the store where we are under various tempting goodies when we visit get our loaf of bread.
How do you draw an imaginarily path in a website? A path supposed to lead the visitor to do what you want him personally…make an online purchase. Unlike the supermarket our website has no smell. In a website the distance from one suggest another is effectively equal, so that exit remains right there. In a website you trying to order the “shelf” along the way you think will best expose the visitor to all your products, but there's an opportunity that he will find a short cut to another page to also be how off your site.
As can be see, although putting your products online is easier then renting space and opening a supermarket. However, selling your products online are difficult.
A great eCommerce website design will lead the visitor to the best page in one click or two around the most. Sometime web designers uses techniques that could never be considered for non-eCommerce websites. Everyone has seen some sort of sales letter website. On these website the only link is always the order form. Sales letters are not most typical eCommerce website because they usually sell only one product. Allowing the web designer a chance to exaggerate the main click principle and allow it to be an advantage. All facts to the product have been available for the user is a great way while every few lines he has the the ability to select the order form. If he is not yet convinced he has the the ability to start to read more facts and testimonials to the products. In fact, those sales letter websites are selling.
“How about online shop?” Online shops face more then one product. Needless to say, the greater number of products increases the complexity of website. Sophisticated eCommerce websites try different types personalization technologies so as to determine successful array of products to produce towards the visitor. Personalization technologies are a major section of advanced eCommerce websites. However this topic is beyond the scope of this article. The cleverness of an eCommerce website’s personalization technology has a major impact on its design. Early to use such technology was Amazon.com who agreed to push their client’s books to a visitor depending on that visitor’s past orders coupled with statistics they had collected on all visitors accustomed to predict what someone taking a look at a certain book were often involved in reading. Today the goal is to try to predict what to offer the user on his first visit as well.
An eCommerce web design is also to the layout. One important aspect is where the user’s eyes look first when accessing a website. A lot of research has been done on this topic. Most research meant that between left side area will attract most attention followed around the center of page. In the form of these techniques web designers trying to draw the “walking path” for that visitor’s eye, according to what was done around the supermarket. An experienced eCommerce designer will understand how to create designs to meets those demands.
If you're going to open an eCommerce website or you were already own one, thoroughly understand the web design principles for online selling. Consider consulting in an experienced website designer preferably someone who has experience with eCommerce websites.