Open the door to new ecommerce website features

Nov 5, 2019

In any retail business, you should never be afraid of taking a step back and look at what you have accomplished, assess where you are now and where you want to be. Being brutally honest with yourself is a difficult thing to face, but doing so will help you see a clearer path to where you want to be.

This may be a bit too profound for an article on ecommerce website design, but if you never take that step back, you will never see the bigger picture. So, as part of this ‘taking a fresh look’ approach, there are 3 questions you should be asking yourself about your ecommerce website design.

  • Have I nailed the user experience?
  • Am I making full use of responsive design so it looks good on mobile?
  • How quick is my website to load?

Whilst these are not mutually exclusive, in our experience, these are often the easiest questions to answer, and can make a huge impact on helping you grow your ecommerce business.

Within your ecommerce website design you should always keep the user in mind. This sounds obvious like so many of the points we are making on this page. But it can often be overlooked and start to become clouded, as often, fancy features start to take over the website design itself. 

It is not uncommon that you can become focused on a specific feature, so much so, you lose site of the how the customer will use your website.  Not that features aren’t important, of course they are but sometimes you have to weigh up the user experience against functionality that proves awkward to use, long winded, confusing or even ‘buggy’ to use. 

So what do mean by user experience? Quite simply this is the user journey through your website. When they arrive on your home page, what does this say about your company. Is the home page directing the user to the right areas of your store, is the naviagtion easy to access and intuitive to use.

How quickly can a shopper search and locate their chosen product, and how easy and quick is it to follow this through the checkout process. Ecommerce has come a long way since we developed our first Liquidshop ecommerce platform, some 15+ years ago.

Thinking responsive ecommerce website design isn’t important ?

Well 85% of adult shoppers would disagree, and believe your website should be as good if not better on mobile compared to desktop PC. Especially when you consider that more people now own a mobile phone compared to owning a home PC users.

Year-on-year mobile devices are being used to access everything from social media to ecommerce websites. If a potential customers navigates to your website on a mobile device or tablet it needs to look as good and navigate as smoothly as it does on a desktop PC.

The difficulty is that you will often be managing your ecommerce website design via your office computer. And you need to appreciate you have a very different view of your ecommerce website design and how you use it. You will be spending 90% of your time within the admin area dealing with stock and orders and checking the front facing pages occasionally for product placements and general on-going content changes.

Your customer however, in most cases, is on the hunt for a specific product. They want the confidence to buy from you, and will subconsciously be looking for triggers such as image quality, design and navigation to put their mind at ease for when they finally click that buy button.

If your existing ecommerce website design is not utilising responsive design and putting mobile first, then you are missing out on potential sales. Your ecommerce website design will continue to lose out to your competitors who are catering for mobile devices.

Additionally Google have increasingly started to put more emphasis on responsive / mobile friendly websites. Using the many mobile ranking factors to influence how your website performs within it’s organic search results. Page load speeds are also an important factor within this, which leads neatly onto the next point.

Ecommerce website design page load speeds

This is one of the most important parts of any ecommerce website design. This is the shop front, the first experience the shopper will have of your business, so it’s important to make a lasting impression. 

It takes less than a second for a customer to form an opinion about your ecommerce website design, and statistically nearly 40% of potential customers will stop engaging with your website if images take to long to load.

Defining ‘too long’ is obviously a tricky thing, but needless to say the quicker your website loads the better the user experience. Especially when you consider the increase in mobile phone devices that are likely to be using data networks like 3G and 4G, so speed is hugely important.

Additionally the faster your website loads, the better it will rank within Google. It is well documented that Google use page load speeds as a ranking factor, so anything you can do to improve load speed with your ecommerce website design is both a customer experience benefit and SEO plus.

So, how can we help?

If you are feel your ecommerce website design could do with a fresh approach and benefit form new features, technology and design, then we can certainly help.

Our UK based team of ecommerce website design and support experts can work with you to suggest design improvements, discuss features and help to migrate your data onto the updated platform.

Everyones requirements are different, so we work in a very collaborative way, ensuring your needs are met, that you are kept informed through every step of the process. And that your online business receives the minimum of disruption.