Design is what the customer notices in the first few seconds of landing on a website and when it comes to eCommerce stores it is the single most important factor that can make or break a customer. Design is more than just the graphics on a website; it is a mixture of information architecture, wireframes, interactive design, engineering prototypes, visual design, and usability.
At Websites ‘N’ More we like to approach an eCommerce project by breaking down the work into two components i.e. design and development (coding). Design dominates coding because the customer can see the design and not the coding. We believe that there is no point having top notch functionalities as a part of the website if the design is not up to the mark.
The design of an eCommerce store tells a user the brands story, the products that are being sold. The idea is to connect with the user within moments of entering an eCommerce store rather than confusing them.
Approaching each eCommerce project in a systematic manner our team of designers work closely with the client to first understand the brand, the business model, the products/services that they are looking to sell online, their competitive advantage and their target audience. Equipped with this knowledge our designers begin designing the eCommerce store interface with the user as their top priority (user centric design).
Some of the key elements that we focus on during an eCommerce Design project
The Store Entry
The store entry plays the most crucial part in the eCommerce sales funnel process. Our designers focus on connecting the user to the brand, introducing the products on offer, the unique selling proposition and building trust with the user. Concepts of branding, visual design (look and feel) come into play at this stage.
The In-Store Experience
The designers focus on letting the visitors browse through the website as easily as possible. This is where concepts of user experience (UX), user interface (UI) and website architecture come into play.
These three concepts are highly dependent upon each other, the website architecture determines how the overall website is structured thus allowing the user to find the products and services that the business offers, the user interface determines how the user actually interacts with the website. Put together well defined website architecture and an intuitive UI lead to higher levels of UX therefore maximising the chances of converting the user into a customer.
The design team focuses on making the checkout process quick and efficient. This involves getting a user to the checkout page from the product page with least amount of clicks and then actually convincing them to fill in the credit card details.
The design of the checkout page plays an important role because the user needs to be reassured that he is in a safe environment dealing with a legitimate company. Consistency in branding, visual design (presence of security elements on the page) and the UI, all these factors put together help in converting a user into an actual customer.
Undertaking qualitative and quantitative tests to further improve the usability of the eCommerce store. While the design team put in their best efforts to produce the interface the real picture can only be extracted from the users.
Gaining insights into the users reactions and response to the interface helps us gain valuable information that is then used to further refine the website.