Security and Consumer Trust
Establishing a trustworthy rapport with consumers is essential when designing an e-commerce store. Customers need to feel confident that their personal information will be protected and that they will receive the products they ordered in a timely manner. A well-designed e-commerce site will include several features to build trust and ensure security.
- Some examples include photographs of the people behind the business,
- contact information,
- links to social media, and
- frequently asked questions page.
In addition, it is important to publish store policies and make sure they are easy to find. Any online store should have policies in place regarding shipping, returns, and privacy. These policies should be easy for shoppers to find; the last thing a reputable business wants is for a customer to be frustrated because they can’t figure out how to return an item or how their personal information is being handled. Outlining these policies clearly and prominently helps to build trust with shoppers and makes it more likely that they’ll return to the site again in the future. Furthermore, clear policies can help to avoid misunderstandings and conflict down the road. By including these elements, businesses can create an e-commerce site that instills confidence in their customers.
When it comes to online shopping, product reviews can be extremely helpful in providing shoppers with additional information about a particular item. By reading reviews, shoppers can learn more about a product’s features, quality, and even how others have found it to perform in real-world use. In turn, this can help alleviate any concerns they may have and provide for a better overall e-commerce experience.
It’s no secret that shoppers are concerned about the security of their personal information when they purchase online. A study by Norton found that 60% of consumers avoid online stores that don’t display security badges, and 78% said they wouldn’t return to a website after a bad experience with credit card fraud. Furthermore, PCI DSS (Payment Card Industry Data Security Standard) compliance has become a major concern for businesses handling online payments, where non-compliance can result in hefty fines.
This is where SSL certificates (secure sockets layer) come in. SSL certificates authenticate the identity of a website and encrypt information that needs to remain safe. In other words, they help to assure shoppers that their data is protected. Undergoing the process to receive an SSL certificate and displaying it will not only help to meet PCI compliance requirements but will also give shoppers the peace of mind that their personal information is safe.
UI Design
When it comes to e-commerce, user interface design is crucial. A website’s look and feel is the main driver of first impressions. According to a study by User Interface Engineering,
“94% of first impressions regarding a company are based on web design.”
Therefore, a well-designed UI can help to improve the user experience, making it more likely that customers will complete a purchase. However, designing an effective UI for e-commerce can be challenging. There are several factors to consider, such as
- navigation,
- layout, and
- responsiveness.
Additionally, it is important to keep in mind the specific goals of the e-commerce site. Taking the time to properly design e-commerce UI can pay off in the form of increased sales and satisfied customers.
When designing an e-commerce UI, it is important to stay true to the brand’s identity. Choose fonts, colors, and design elements that reflect the brand and are consistent across channels. Following brand identity will help to create a unified look and feel across all of the company’s digital channels. Whether online, in-store, or on a mobile device, the UI design should be the same. Branding is vital to help build a strong brand-customer relationship.
It is also vital to adopt a visual hierarchy. The most important content should be displayed at the top of a company’s website. Furthermore, using white space to visually separate different sections will make it easier for the customer to navigate the website.
While UI design is crucial to a platform’s success (such as Kentico ecommerce), do not overdesign. The goal of a website is to display content that is clear and easy to navigate. If a text looks like a graphic, it may be mistaken for an advertisement. Therefore, use high contrast text and limit font formats. On the same level, stick to known symbols. Unfamiliar symbols can confuse shoppers and dissuade them from purchasing a product. The most effective way to avoid confusion is to label icons.
Finally, an e-commerce platform should avoid pop-up windows. Even if they contain valuable information, pop-up windows are a distraction and are often dismissed immediately. Furthermore, customers struggle to find the information in the pop-up window again once it is gone.
Site Navigation
Site navigation must be made as easy and simple as can be, as it is a very underrated element of e-commerce design. Navigation is about how easy it is for people to move around the website, find the products or services they’re looking for and take action on the website. The e-commerce shopping experience should be seamless so shoppers don’t stop in the middle of the process, causing the site to lose out on a sale.
Key aspects of e-commerce design for easy navigation include well-defined product categories, product search, filtering products, product quick view, and special offers. For product categories, the top level of navigation should show the different product categories offered. The website should have products grouped into sensible categories and sub-categories. This can be as simple as one word to describe the products, allowing shoppers to scan through and immediately understand the products offered.
A search function is extremely necessary since shoppers must be able to find the products they are looking for before they buy them. This search box should be on every page in an easily recognizable section of the website for easy access. Auto-completion is important as well since it makes it easier for customers to find their products and suggests products similar to what they are looking for, allowing for increased potential sales. All kinds of searches should be supported, and a sample search should be displayed, allowing for customers to be able to look up anything related to the products they are looking for, and what can be searched to get them to their products. By allowing them to filter their search results based on different criteria, customers can get rid of unneeded results, giving them less distracting options and making a purchase more likely.
A product quick view reduces the time it takes for customers to find their product by reducing page loading. Typically, the product details are displayed in a modal window over the viewed page. All product details should not be shown, so a link to the full product page should allow customers to see complete details if they desire. “A prominently positioned “Add to Cart” button as well as a “Save to Wishlist” functionality” are also needed for a thorough quick view that allows for more sales.
Finally, special offers, discounts, and deals should always be prominently displayed when customers are navigating a site. By doing so, they believe more that they will save money, allowing for increased sales overall even if price discounts are not actually drastic. Overall, all of these aspects must be incorporated into an e-commerce design in order for site navigation to become easier for the customer, which in turn will lead to increased sales.
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