Five E-Commerce Web Design Tips to Increase Conversions


What drives people to make purchases is no longer a great mystery. Market researchers and psychologists have delved into the phenomenon of both well-considered and impulse buying and have come up with some pretty clear answers. While most of these apply to e-commerce there are reasons for conversion from site visitor to paying customer that apply specifically to web design. Combining these traditional marketing techniques with web design is the key to conversion.





#1 Show Them You Have What They Want

It is true that if you build it they will come. If your site provides a product or service that people want and need and it is search optimized then customers will come to your site, but in order to make a sale your design still needs to show them that you actually have what they came looking for. Good design layout and clear content, which includes descriptions and well placed images will make it easy for a visitor to see that the product they are searching for is what you have to offer.

#2 Make It Easy

Once a visitor has decided that your site has what they want, it is of the utmost importance to simplify the process. There are many ways effective web design can accomplish this.

  • The layout should be uncluttered and easy to navigate.
  • Requiring sign up before a person can make a purchase will be a deterrent for some. Alternatively, you can give an option to sign up after they have filled out their information.
  • Make sure the information required to make a purchase is no more than necessary.
  • Leave survey questions until after they have made the purchase.
  • Automation is a great way to speed up the information fill out process. This may include autofill for things like postal codes, and one-click purchasing through a trusted site like Paypal.

#3 Let Them Know It Is Safe

While on average, people are more comfortable with making purchases online, you can almost guarantee they will want to know that your site is trustworthy, and there are some key ways to do that:

  • Tell them in plain words that your site is secure.
  • Make sure you have an SSL certificate that shows your site really is secure. Savvy shoppers will be looking for a lock in the search bar.
  • Be sure to include a phone number and/or an online chat service so that a customer can feel confident they can get in touch with a real person if something goes wrong.
  • Include a privacy statement that ensures customers their information will not be shared with third parties.
  • Include shipping and return policies.

#4 Make It Mobile-Phone Friendly

If you have not done this lately, the next time you are on the bus or in a waiting room look around and count how many other people are looking at their mobile devices. Not only are more people than ever looking at their phones, they are finding things they want and making purchases. Because many mobile device users are on the go, they want it to be fast and easy. A simple and responsive design will make sure that a potential customer is not frustrated and deterred, but delighted by how quickly and easily they made the purchase from your site that they are likely to return.

#5 Make F.O.M.O Your Friend

Market researchers know that the fastest route to closing a deal is to create a sense of urgency or a fear of missing out (f.o.m.o). This is even more important with e-commerce because a visitor to your site has a shorter attention span than a person who has walked into a retail shop. Leaving your site is just a click away. Make it clearly visible that the deal is time-sensitive, free-shipping is about to end, or there is only a limited quantity, and make sure that the purchase is also just a click away!