The traditional forms of eCommerce website design are being pushed aside for a different wave of creativity and storytelling. Today brands are creating a user experience.
There’s a new wave of eCommerce sites that are being designed to evoke emotion from potential customers to create a connection with the product.
As eCommerce website design continues to evolve, one thing has become abundantly clear, it’s no longer enough to simply showcase a product on your website.
Something that evokes emotion and gives a complete context to a product. It’s important to move away from the basic product showcase and tell a story that will resonate with your audience.
Making an impact on a potential buyer is more than simply designing a decent site and moving on. Your website is a brand ambassador and needs to be treated as such.
Moving Away From The Basics
E-commerce website design has come a long way in the last few years, and it’s important to stay ahead of the curve if you want to be successful.
Traditionally, product display on websites has been straightforward. A picture with some form of product description and a buy button below it. This is effective to an extent but doesn’t take much into consideration.
The experience, look, and feel of a website can make or break who’s going to buy. Spend time and money to create a unique product layout, especially on your homepage!
Your website is the first impression a potential customer has of your company. Make it count. Using moving objects, unique animations, and even visual storytelling can enhance this user experience.
Context Is Key
You have a product or service. How do you communicate that yours is worth a second glance? Simply putting the packaging, or description in front of a potential client isn’t as effective as the context put behind it.
A potential customer should understand what your product or service is, how it works, and most importantly- what benefit it has for them.
Showing your product’s surroundings, details, and most importantly your product being used! Whether it’s food, clothing, design, or media. Your product needs to be presented in a unique way that catches the eye.
People are much more likely to buy a product when they see it being used in a real-life situation. It allows the potential customer to see themselves using it, how it would fit into their lives, and understand the potential experience of what they’re buying.
The Use Experience
Now when we say “User Experience” we’re not just simply talking about images and call to action. Just like the product itself your site can greatly benefit from having a sense of presentation.
It’s important to understand that an eCommerce site is much more than putting a product up for sale.
Are there animations or videos on the site? Does your user interface feel basic, or is there something you can do to create a sense of curiosity or playfulness in its design?
How does each page transition from the next? These are things to keep in mind when designing the look and feel of a user experience.
Working in tandem with a well-designed product, a unique user experience, that’s been created with care, can absolutely increase your sales.
We all have cognitive biases. They represent judgments or evaluations we make about people or situations that lead us to draw conclusions based on personal preference
Now utilizing cognitive bias isn’t some underhanded marketing tactic. It’s more so being aware of them and making sure you’re not overcompensating in any one area.
Cognitive biases can work for or against you when selling a product. If you’re aware of them, you can use them to your advantage.
For example, people are more likely to buy a product if it’s recommended by someone they trust. This is known as the “Authority Bias.” Utilizing social proof, like reviews, can be a great way to increase sales.
What does cognitive bias have to do with an eCommerce website? Well, a lot actually. The way a website is designed can create an emotional response in the viewer.
The colors used, the typography, whitespace, language, and overall aesthetic can lead to a feeling of trustworthiness or unease.
Are you wanting to create a feeling of excitement? Playfulness? Or even curiosity?
It’s important to understand that when selling a product, people want to buy from a company they trust.
Creating a positive emotional response to your website’s design is a great way to create trust and increase sales.
The Purchase Experience
The purchase experience is just as important as the product itself. If a customer has a bad experience during checkout, they’re much less likely to return.
The purchase experience should be easy, secure, and trustworthy. If there are too many steps, or the process is confusing, you’re likely to lose a sale.
Making sure your site is SSL certified, and using a reputable payment processor are both great ways to increase trust during the purchase experience.
Effective Call To Actions
A call to action (CTA) is an instruction to the audience that prompts an immediate response. It’s important to have effective CTAs on your site to increase sales.
Your CTAs should be clear, concise, and actionable. They should be placed in strategic locations on your site and should be relevant to the user’s current location in the buyer’s journey.
For example, if a user is on your product page, a CTA to “add to cart” or “buy now” would be appropriate. If a user is on your checkout page, a CTA to “complete purchase” would be appropriate.
Telling A Story
A message behind a brand can be a powerful thing. This doesn’t mean every word needs to resonate with immense and powerful emotion, more so that you give a personal perspective on you and your business.
How is your product sourced? What has your journey been like as a company? Most importantly what’s your mission statement?
A website is a platform to not only showcase you and your products but to speak as a brand. Building trust through personalization and connection.
Your ultimate goal may be to sell a product but it should be a product people are looking for. Giving them your story and making that organic connection can be the most beneficial thing for a business.