5 Rules for Optimizing Ecommerce Web DesignApril 24, 2013

An effective e-commerce website not only follows basic web design best practices, but also a host of other considerations to ensure maximum performance and conversion. While design aesthetic is important, the bottom line is that e-commerce sites need to be designed to sell. Here are some tried and true tips to maximize ROI on your e-commerce site:

1. Be true to your brand’s core positioning. A lot of business owners look at Apple as a brand that’s done it right, and try to imitate the site’s look, feel and marketing. But imitating Apple may not be right for your brand. Apple has had so much success because they’ve developed a cult following from a group of fans that have grown to love the brand’s authenticity over time. It’s key to let your customer know exactly what your brand stands for as soon as they hit your site. You have just seconds to make an impression – so make sure it’s one that counts.
2. Don’t underestimate the value of great photography. Beautiful product photography can either make or break your site. No matter what type of product you have, making an investment in photography is one that will pay off big in the long-run. Today, great photos not only equate to sales – they also get shared to sites like Facebook and Pinterest, creating a social element that extends the reach of your brand.
3. Pay special attention to key pages. If you own and operate an e-commerce site, the home page, product category pages and product pages are all important – but so is the shopping cart. Make sure that you not only have great photography throughout your site, but also rich keyword content. This will help search engines index your site, as well as help users get a complete description of products. Your shopping cart should mimic the look and feel of the rest of your site and should guide users through the process, providing indicators along each step of the way.
4. Include your contact information above the fold. If possible, include a phone number or email address in the header of every page, or better yet, a live chat. This gives customers the added peace of mind that you actually are a person, which helps to establish and build trust for your brand.
5. Include trust symbols on your site. Another thing that helps to build trust is when e-commerce store owners add client logos, payment verification seals or Better Business badges on their site. These small items can have a big impact on audiences, especially an older demographic who may be wary about making online purchases.

E-commerce is an industry in which there is a lot of opportunity, but also a lot of competition. That’s why making smart on-site decisions can help to better position your products to audiences, and ultimately, to convert them to customers.