ecommerce, Design Guide: Here’s How Your eCommerce Website Could Go Really Wrong

If you’re a budding business owner, you’ve probably set your sights on launching an eCommerce website and paving the way for enormous profits. And why wouldn’t you? After all, having an eCommerce site in place can do wonders for a business. 

Besides being open all hours, each day, every day, selling online also helps you cut down on costs that are typically associated with in-person stores. There’s the part where you don’t have to worry about setting up call centers for customer assistance. And to add to that, you also don’t have to pay those hefty maintenance and establishment fees anymore.

Sounds like manna from heaven, right? But setting up an excellent eCommerce store is far from simple. As you’d know, it’s not just about showcasing a lot of products on a page or enlisting them in your database. There’s more to it than meets the eye.

Why Design Matters

For every one eCommerce business that takes off, there are nine more that simply failed to dazzle their customers. There’s a whole lot of things that could go horribly wrong.

For starters your website could be poorly designed, unable to draw in visitors or downright offensive. This is why eCommerce web design plays such a crucial role in raking in the profits for your business.

Most of these so-called mistakes are fairly preventable if you set up your online retail website with a lot of planning and attention to detail. With the Internet becoming more and more accessible to all, it’s essential to make sure your eCommerce site is easy to navigate and use.

However, setting up a website that’s high on quality and very profitable too, can be a tough thing to do. Before you start setting up your new e-commerce site, here’s a bit of advice on what you can do to avoid some of the pitfalls of online shopping and retail.

Unconventional Designs

Contrary to what a lot of business owners are apt to think, incorporating too many unconventional design quirks in their ecommerce site can do more harm than good. 

Standard tropes in design may seem way too traditional, but at times, making use of these very conventions can assure your shoppers that they are in for a good ride. 

Most of us have gotten relatively used to seeing product descriptions below the image or a cutesy shopping cart somewhere in the top-right corner of the page. But what happens when a shopper can’t find the right buttons to click? They feel frustrated and simply move on without making the purchase. And voila! You have lost a potential customer.

Make a Wish!

We all love randomly scrolling through online shopping apps and adding things to our “Favorites”, “Likes” or “Wishlist”. Well, who doesn’t? A lot of the time, shoppers may not be ready to make a big purchase or have the budget to do so. They may prefer to add something to a list they’d look at later. This is where “Save for Later” or “Wishlist” options come in handy.

ecommerce
Image Source: https://www.myntra.com/dresses/tokyo-talkies/tokyo-talkies-black-floral-print-flared-maxi-dress-with-a-belt/2299060/buy

With a feature like that, you give your customers the chance to remember something and come back later. When your eCommerce website doesn’t feature this option, you are essentially shooing away some of your customers and creating a bad impression.

Where Are The Details?

Shopping in physical, offline stores is vastly different from shopping online. For the simple reason that, when you are in a physical store, you can pick up an item, feel its fabric, look at it from different perspectives and read all its labels.

With online shopping, you don’t have that option. So many promising online businesses fail to take off precisely due to faulty eCommerce web design that doesn’t take product descriptions into account.

Looking at products online and not finding an accurate description can be really frustrating. If your customer is left wondering about all the tiny details of your product, you have an impending disaster in your hands. The best shopping sites always rely on detailed descriptions to lure in customers. Here’s an example:

ecommerce
Image Source: https://www.patagonia.com/product/womens-recycled-cashmere-v-neck-sweater/50870.html?dwvar_50870_color=CEP&cgid=root

Make sure that your eCommerce web design layout features ample information about your product and all other specificities that might help your customers make a decision. 

Super Complicated Checkout Process

How many times have we given up placing an order simply because the checkout process was too lengthy

Complicated checkout processes that involve a series of steps is one of the most significant web design mistakes to avoid. As a business owner, you must ensure that your customers find it easy to find and place orders. 

An effortless checkout process means happier customers and more opportunities for future purchases. Make sure your eCommerce web design layout features the following:

  1. A single, unified page for placing orders and entering information such as addresses
  2. Multiple payment options that don’t involve just cards (cash, PayPal etc. should be included)
  3. A confirmation page that loads swiftly and easily

You can take a cue from Amazon’s seamless checkout process:

ecommerce
Image Source: https://blog.rejoiner.com/wp-content/uploads/2012/06/ReviewingOrder.jpg

6. Winding Up

As a business owner, your goal is to sell your products while creating a great impression on your customers. If your website places more focus on all the frills and thrills, chances are, you may not end up reaching that target after all.

As a web design and development company, we understand how vital great design is to eCommerce business. We make sure that every eCommerce website that we set up has design elements that are relevant and capable of showing your products in the best possible light. Still confused about some common eCommerce website design mistakes you could make? Drop us a message, and we’ll get back to you soon enough.

By Pratip Biswas

Pratip Biswas is the Founder and CEO of Unified Infotech, a New York-based web design company that has been featured in Deloitte Fast 500 | Fastest growing tech companies in 2018. His company is working with Enterprises, SMB’s and Start-ups to improve their efficiency through Digital Adoption and help them discover new possibilities through constant innovations. Pratip also writes regularly on Blockchain technology and has been published in publications like "Yourstory", "Dzone" etc.