Many ecommerce professionals – especially those just starting out or launching a new site – consider the “design” of their site as whatever makes it pretty or eye-catching. As such, the design is the last thing to be worked on before an ecommerce site launches. However, that line of thinking can cause hurdles in the success of the website.
New ecommerce sites need to remember that “decoration” and “design” are elements of the site that are distinct from one another. If your site is poorly designed, your customers won’t be able to figure out what you want them to do during their visit (e.g. sign up for email notifications or make a purchase). That creates a frustrated customer who probably won’t feel like shopping at your site again, no matter how well-planned your marketing strategy is.
Conversely, a well-designed ecommerce interface is built alongside the back-end programming. The synergy of developing the two together creates an ecommerce site where customers can easily figure out the different ways to interact with your site – increasing customer satisfaction.
So how do you make the most of this design philosophy? Give customer experience priority during your design process and keep asking these questions:
- Who is seeing this website/webpage?
- What do they want to do?
- How much information do they already have?
- What do they need to know?
- What is the best way of communicating this accurately?
- What do you want your customers to do?
This basic philosophy will go a long way, whether you are working on the whole website, or the design for the all-important shopping cart.