When it comes to shopping online, having an effective web design can make the difference between a cart full of products and an abandoned checkout page. A well-designed website should not only visually appealing but also user-friendly, optimised for mobile, and fully optimised to convert. The ultimate goal is that once we have that customer, we can then re-market them with emails and offers down the line. Here are some of the most effective web design strategies you can apply in 2023 to your ecommerce site, with real-world examples from major players in the online ecommerce industry.
Clear and User-friendly Navigation
One of your top priorities should be an easy to navigate menu structure. When a customer lands on your site, they should be able to find what they’re looking for quickly and easily. Amazon, the ecommerce titan, excels in this area. Their top menu bar is well-structured, with drop-down menus for each category, making it easy for customers to browse and find products in a few clicks.
Mobile Optimisation
With more than half of the world’s internet traffic coming from mobile devices, it’s crucial to have a site that looks and functions great on any device. Apple’s online store is a great example of this. It has a responsive design that provides a seamless experience whether you’re browsing on a desktop, tablet, or smartphone. From the product images to the checkout process, every element adjusts perfectly to the screen size, ensuring a smooth shopping experience for all users. You can check some of our latest mobile optimised websites here.
High-Quality Product Images and Descriptions
Customers can’t physically touch or try your products online, so high-quality images and detailed descriptions are essential. Zappos, a leading shoe and fashion ecommerce site, does a phenomenal job here. They provide multiple high-resolution images of each product from different angles, and their descriptions include everything from the material to the product’s dimensions. This level of detail helps customers make informed buying decisions, reducing the chances of returns and increasing customer satisfaction. 
Speedy Site Performance
Web users are notoriously impatient, and a slow-loading site can turn potential customers away. Walmart (known as part of ASDA here in the UK) understands this; they’ve invested heavily in their site’s performance to ensure pages load quickly. Their efforts have paid off, with a reported 2% increase in conversions for every one-second improvement in page load time. At PIXUS we aim to have all our website designs test in the 90/100s on Google Lighthouse page speed scores.
Simple Checkout Process
The checkout process should be straightforward and hassle-free. Unnecessary steps or complex forms can lead to cart abandonment. ASOS, a popular fashion retailer, has implemented a streamlined checkout process. They offer a guest checkout option, which eliminates the need for customers to create an account, and their single-page checkout makes it easy for customers to review their orders, enter payment information, and complete their purchase.
Personalised Shopping Experience
Personalisation can significantly enhance the user experience and boost conversions. Netflix, although not a traditional ecommerce platform, is renowned for its personalised recommendations. Similarly, ecommerce sites like Sephora use personalisation to their advantage. Based on a customer’s previous purchases and browsing history, Sephora suggests products that the customer might like, creating a more tailored shopping experience.
Reviews and Trust Signals
Customers need to trust your site before they’ll make a purchase. Trust signals like reviews, ratings, and security badges can help build this trust. eBay does this well; each seller’s rating is clearly displayed, and they use PayPal for secure payments, a widely recognised and trusted payment method. A successful ecommerce website is one that prioritises user experience, from clear navigation and mobile optimisation to high-quality product information and a simple checkout process.
If you would like to see how PIXUS can improve your ecommerce website, simply give us a call or fill in our contact form.
