Beauty is in the eye of the beholder, right?
Well, maybe for some, but for consumers who are seeking to buy on the internet, beauty is not always a factor. Ecommerce website owners often design in the name of aesthetics, instead of functionality, and as a result they pay high design fees only to discover a low return on investment.
If the internet were holding a best designed website contest, you may get the prize, but is it really worth it if you are not making profits?
1. Beautiful Website, Ugly Profits
Your website may receive accolades and lure people in to its beauty, but what happens next? What is your ultimate goal with eCommerce? If you are looking for design accolades, you will get them. But, buyers are not on your website to judge its design. They are looking for the easiest route to see what they want and to buy it. Yes, color schemes and design do play a role in conversion rates, but the overall design must be functional if you want to succeed.
Tip: Choose colors and styles that appeal to your exact target audience. Research many of your top competitors and stay within the common color scheme and design lines. You can make your website beautiful but ask yourself with each design change or addition, “Am I losing functionality with this addition?” If so, leave it.
2. Massive Clutter
The more coupons, images and incentives the better, right? Wrong! Many eCommerce business owners think that more is better and some of their websites look like Grand Central Station. Yes, you do want to grab your visitors’ attention, but losing their focus and annoying them is an entirely different matter. Less is more with website design. Often, the most simplistic designs convert the best.
- Stay away from flashy graphics
- Watch your images. Website owners have a tendency to clutter images for maximum effect, but this only serves as a distraction.
- Outline each area – Define each area with your design, whether content, images, or advertisements. Make it easy for your visitors to make the distinction between each section.
- Ask yourself, “Do I really need this element?” If you can live without it, get rid of it!
Tip: Use white space to draw the viewer to a specific area of content within each section.
3. Too Few or Too Many Calls to Action
In an attempt to create a safe environment absent of selling, many eCommerce website owners will remove every call to action. This unfortunately does not help their cause.
People must be told where to go and what to do if you want them to take action. Your visitors are not there to over think or work to find the answers to their questions. They must be able to access the information for which they are looking quickly and easily. Appropriate calls to action will streamline this process.
On the other hand, excessive calls to action will turn away users immediately. If your website looks like a massive billboard ad, chances are you will not garner sales. Each page should possess a distinct objective and guide your visitors to easily arrive at their destination.
Test it Out
After you correct these design blunders, split test different design scenarios to see which one converts well. The proof is in the pudding. When you see your conversions increase, you will know you are on the right track.