9 Essential E-commerce Website Design Tips for Your Business Success

Wondering how to make a website for your online store? If so, start by choosing a domain name and hosting plan. That’s the easy part. The challenge lies in crafting a layout that resonates with your audience and provides a seamless shopping experience.

This process is more or less difficult, depending on how you go about it. Unless you have a background in programming, it’s best to use a low-code/no-code (LCNC) website builder with customizable templates.

After that, think about what features you want your site to have. Consider your business size, industry, types of products, and target audience.

For example, a one-page website with three or four sections would work for a single-product store. But if you want to list multiple products and add extra features like a blog or knowledge center, you’ll need a more complex site.

Here’s what you should know before getting started. 

Create an eCommerce Website That Converts

The old saying, “You never get a second chance to make a good first impression,” applies to web design, too.

According to Google Research, it only takes a person 0.05 seconds to form an opinion about a website. A cluttered design, poor navigation, slow-loading pages, and other issues can deter potential customers, resulting in missed opportunities.

In one survey, 60% of buyers admitted they’d abandon their shopping carts due to poor user experience (UX). More than 40% of consumers said they decide whether or not to stay on a website within 10 seconds.

While it’s crucial to offer quality products, you also need to present them in a way that appeals to potential customers. At the same time, you’ll want to make sure your site is optimized for search engines and looks great on any device.

To help you out, we have compiled a list of the best eCommerce website design practices for 2024. Let’s dive in.

1.   Simplify the Navigation Menu

A complex navigation menu can confuse visitors, keeping them from finding what they need. Plus, it may prevent search engines from indexing your content.

Any page on your site should be no more than three clicks away from the homepage. An example would be: Homepage > Women’s Clothing > Dresses > Evening Gowns.

Apart from that, you’ll want to create a sitemap to help users and search engines find your main pages with ease. Most website builders will add a sitemap by default, but you can also use a free sitemap generator to create one.

2.   Add Search Filters

Make sure your eCommerce website has a search bar and filters. These features can streamline the user experience, helping buyers find your products quickly.

Add search filters to the homepage, product category pages, and blog pages. For example, customers who visit your product category pages should be able to narrow down their options by:

  • Brand
  • Color
  • Size
  • Style
  • Activity (if applicable)
  • Materials
  • Price range
  • Top selling items
  • Discount/Sales

For best results, allow filtering and sorting simultaneously. Some customers may sort the results by ascending price, whereas others will select a specific price range.

3.   Remove Unnecessary Elements

A cluttered design can make it harder for visitors to navigate your site and find the information they are looking for. In some cases, it can frustrate or annoy customers and affect page load speed.

That said, remove any unnecessary elements, such as intrusive ads, excessive pop-ups, and complex forms. Go one step further and leverage negative space to make your content and products stand out.

It’s also a good idea to use no more than two fonts and three primary colors when building a website. Too many colors or fonts can be overwhelming and cause eye fatigue.

4.   Streamline the Checkout Process

Simplify the checkout process by reducing the number of steps required to make a purchase. Customers should be able to place their orders in a matter of minutes.

Make sure your site also allows visitors to buy without creating an account. Guest checkout is fast and convenient and can be particularly appealing to first-time customers. With this option, you’ll ask for their names, contact information, and payment details.

5.   Add a “Quick Preview” Option

Give customers the option to see your products without having to switch back and forth between product pages. So, add a “Quick Preview” icon that allows them to stay on the main product category page while checking the listings they’re interested in.

When someone clicks this button, they’ll see a quick preview of the product along with an “Add to Cart” button and other relevant details.

If they want to know more, they’ll go to the product page. If not, they’ll keep browsing your site until they find what they need.

6.   Show Related Products

Display related and recommended products below each listing to drive sales. For example, a customer looking for weightlifting shoes may also be interested in a gym bag or training gloves.

This feature can make it easier to upsell or cross-sell your products. At the same time, it allows customers to discover your offerings and find what they need without browsing through dozens of pages.

7.   Optimize Your Product Listings

Use tools like Semrush, KWFinder, or Ahrefs to find relevant keywords, or search terms. Optimize each page for one primary keyword and multiple secondary keywords (where appropriate).

Include your primary keyword in the page URL, product title, description, and metadata. It should also appear in image titles and alt text.

Let’s say you want to optimize a page selling Adidas Ultraboost Light training shoes.

Your primary keyword could be “Adidas training shoes.” Secondary keywords are related to the primary search term and could include “men’s training shoes,” “Ultraboost Light training shoes,” “Adidas sports shoes,” or something along those lines.

Consumers use these search terms to find information, products, or services online. A website optimized for high-volume, low-competition keywords is more likely to appear in search results.

8.   Harness the Power of Social Proof

Most consumers trust online reviews as much as personal recommendations. Reviews and testimonials serve as social proof, instilling trust.

Think about eBay, Amazon, and top brands like Nike or Adidas. They all feature customer reviews on product pages.

If you’ve just started out, you may not have any reviews. What you can do is give away freebies or incentivize customers to leave feedback.

For example, you could offer a 10% discount to those who write reviews on your site or social media pages.

9.   Choose a Responsive Design

More and more consumers are shopping on their smartphones, whether at home or on the go. If your website isn’t optimized for mobile devices, you may be missing out on sales.

With that in mind, choose a responsive theme to make sure your site looks good on any screen size. Wix and other website builders have responsive templates, so there’s no need to hire a web developer.

Note that page speed is crucial for mobile users. According to Google, even a one-second delay in load time can reduce conversions by up to 20%.

What you should do is compress your images and other large files, enable browser caching, and use a content delivery network (CDN). Apart from that, consider removing unnecessary code and limiting the use of external scripts like plugins, widgets, and pop-up windows.

Building a Website Is an Ongoing Process

As you can see, creating a website requires more than just choosing a template and listing your products. You must also consider the user experience and other aspects, like mobile friendliness and search engine optimization. However, you don’t have to do it all at once.

Take one step at a time, measure the results, and make adjustments as needed. Use website analytics tools to track your progress and see how your content performs in search results. You can also ask your customers for feedback through surveys and polls to identify areas for improvement.

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A heavy gamer, there's nothing that Faith loves more than spending an evening playing gacha games. When not reviewing and testing new games, you can usually find her reading fantasy novels or watching dystopian thrillers on Netflix.

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