10 eCommerce Design Tricks to Increase Your Store Conversion

June 15, 2017 - GuestDesign Tricks Header Image

The success of eCommerce sites and their revenue depend a lot on efficient design and page optimization.

It especially matters if the competition on the market is fierce and you’re competing with some other stores selling similar – or even the same – products. In that case, the look, intuitive interface, and the checkout process of your website all create a strong competitive advantage.

Here are the ten most important UX and graphic design tricks on how to optimize your eCommerce store and push your sales to new limits.

1. Get The UX Basics Right

First of all, you should get the basics right. Your images must represent the core offerings on your website and be of a high quality. Make sure you emphasize and showcase what it is that you’re selling.

Then work on the flow of your navigation. Make sure the navigational menus and bars are clear and visible and that the visitors aren’t overwhelmed by the amount of information on the starting page.

LL Bean screenshot of good navigational experience - design tips

Source: Selfstartr

2. Remove the unnecessary

Strip down the images and information

Don’t use any confusing images around your pages or subpages. If the page is about swimming gear, don’t put any information about coffee there even if you have another eCommerce store selling it.

Remove unnecessary promotional info

Oftentimes, eCommerce stores are trying to push users onto products they completely don’t need via the promotions tab. Make sure that visitors are aware of them, but still let them focus on the particular items they’re searching for.  

Target screen shot of unnecessary promotional info - design tricks

Source: Selfstartr

3. Expose The Right Stuff

When your store is selling a range of different items and products, make sure that you’re giving visitors an immediate overview of everything that’s available. It’s worth including the links to customer service or return policies both to be transparent and because they’re important information to visitors.

However, it’s a pretty bad practice to emphasize your promotions straight away – they’re distracting and make you look cheap.

Macy's screenshot exposing the right immediate overview - design tricks

Source: Selfstartr

4. Structure Your Product Pages Well

When opening the product page, make sure you immediately show if the product is available. Then work on structuring the information on the page logically and nicely. Include:

  • a neat description,
  • shipping information, and
  • all the products specs.

Make sure that the “Add To Cart” button is big and visible. But don’t make it too annoyingly huge – better to place it somewhere under the product info, located at the middle of the page.

Samsung screenshot of well-structure product page - design tricks

Source: Selfstartr

5. Make your product photos look awesome

That’s pretty basic advice, and yet 90% of eCommerce stores still have a lot more to work to do on product photos. Make sure that the image is clear and not pixelated. A great practice is to use vector graphics software like Vectr to make sure that the graphics are clear even if you have to scale them.

From the technical perspective, most eCommerce platforms support plugins that allow you to easily include and locate your product photos. Give it a bit of research, spend some hours resizing and cropping, or let Pixc do the work for you – and the results will be tremendous!

Amazon screenshot of awesome product photos - design tricks

Source: Selfstartr

6. Motivate customers to create an account

There’s a big difference between having a customer purchase something once and having that same customer purchase items monthly or even weekly. In order to make sure that visitors and customers are going to come back, it’s worth emphasizing the benefits of creating an account.

If there are no obvious benefits from the customer’s perspective – then create some!

  • Give them a discount for completing their purchase if they sign up, or
  • Promise to send a coupon code to the email they supply.

In other words: offer something of a value in exchange for their email.

Macy's screenshot showing benefits of creating a profile - design tricks

Source: Selfstartr

7. Make the order confirmation process simple

Be sure to simplify the design of the confirmation process forms. That’s the most important part of the purchasing process, and everything must ultimately go well. Remove the navigation bar at that point – leave just the contact information in case the customer decides to call you.

Then illustrate the full checkout process in stages to keep your customer engaged and informed about what’s ahead. Usually it’s just three steps:

  • Shipping info,
  • Payment info, and
  • Review with a final “Pay” button to make sure everything is correct.

Macy's screenshot showing simple order confirmation - design tricks

Source: Selfstartr

8. Display total price and quantity

Keep visitors focused on what’s already in their carts when they decide to go back and browse more. Display the number of items in the cart and the total price of the chosen items so they won’t forget about what’s already in there.

Newegg screenshot displaying products' total price and quantity - design tricks

Source: Selfstartr

9. Design with SEO in mind

Remember SEO when designing your web pages. Keep SEO-friendly navigation links, and make sure that you include the right keywords in the product description. Your design also impacts SEO through 2 indicators: the bounce rate and the average time on the page. The lower the bounce rate and the more time visitors spend, the higher your chances are to rank high for your target keywords.

Best Buy screenshot showing SEO-friendly design - design tricks

Source: Selfstartr

10. Keep it original

The last advice – keep it original. Even if you try to copy someone, you should still make it special. Your eCommerce store is unique and must immediately stand out to visitors so try to:

  • focus on its authenticity,
  • highlight your uniqueness and mission, and
  • use some unique personal branding like logos or watermarks on your images.

Remember that your eCommerce store design and structure greatly influence your customers’ experience. So don’t perceive design as an expense – but rather as an investment which usually has a very high and rapid return.

What are your best design tricks? Share them with us in the comments below.

This blog was written by Vlad. Vlad Shvets is Head of Growth at Vectr, a revolutionary free graphic design software program. Vectr knows that design connects people and believes everyone should experience the almost indescribable feeling that comes from expressing your creative freedom through art and design.

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