The major success of Ecommerce businesses lies in customer satisfaction and the ability to get high quality products delivered well in time. While many of the new comers in the business are able to bring a vast catalogue of products, but majority of them are not able to appeal to the user with the design of the website from where they are selling their product.
The same can also apply to a mobile app in case the vendor is selling products through it. The design and user interface of both the site and the app should sync with the theme of the store and provide an interactive interface to the user. A feature which you may think is easily visible to all of your users may be the hardest to find and this in essence creates a lot of issues. This results in a lot of issues as the simplest of things can tick off your customer.
You may have a lot of incoming traffic on the landing page of your ecommerce website but if you not able to get proper conversions, then the issue might be with the design of your website. The design may seem like a secondary factor to you but it is actually what creates the trust between you the seller and the customer at large. And often at times, we neglect taking the opinion of the customers and make our own decisions without any data or figures to back it up. This results in lower sales and the loss of your business.
Simplicity is best
The simpler you keep the design of your ecommerce portal, the better it will be to interact with it and to buy a product. Your layout should be appealing with respect to position of the products and the menu of the site as well as the discounts and featured products section. An important product should be placed at a position where it is prominently shown and will get the most attention from any random visitor on the website.
Your landing pages for sales and other events should also be redesigned in accordance with the event. For instance, you may be conducting a Black Friday sale and for that you not only need to show that you have a vast catalogue of products, you need to position your products top to down, using interactive banners and videos showing which product is most popular and so forth. Separate pages for these types of events will not only help the sales themselves get proper attention but if a customer is accustomed to the design of your website, he or she won’t be bothered since the main design remains the same.
Conduct A/B Testing
Every now and then, you should not be afraid to conduct experiments in regards to your design. Assuming you have just started off, you could conduct tests based on advertising campaigns in which you could send traffic to different landing pages to check their conversion rates and the overall response. These campaigns can help you identify the best design for your store.
Also bear in mind, that any design change that you may have introduced needs to be properly tested before it gets rolled out to the mass customers. Any minor change can lead to a dip in sales if it has not been properly tested. The A/B testing scenario should always be conducted at the very beginning and launch of your new portal to identify any potential flaws. Major design changes should be rolled out in incremental stages to check the opinion and response of the customers. This is the reason why many sites, even if they are not ecommerce stores, always have a different portal for a redesign or a new feature for testing purposes and to not disturb the actual working of the website in case there is an issue.
Assuming you have a sizeable audience coming in to visit your Ecommerce portal, you should generate heatmaps to conduct a sentiment analysis of your customers. The heatmaps will help you identify page per page where the maximum attention of the customer lies. If a featured product is not getting enough sales, it may be that the customers are not able to see the product or it isn’t that prominent as you think it might be.
Every now and then, it is always good to get the opinion from the user regarding your store’s overall working. This is also helpful if you have rolled out some design change and you need customer opinion to judge if the rollout has been successful or not. The surveys can also be conducted if you have performed a change on a customer’s request to judge if their needs are being fulfilled or not. The experience of the user has to be flawless if you expect them to conduct sales from your portal. Surveys will not only help you maintain a good customer experience but also build trust in the eyes of the buyers that you are constantly working on improving your standards.
You can also apply different Machine Learning and Artificial Intelligence techniques on the gathered survey data to help you make an informed decision. This will also facilitate you if you don’t want to hire more staff to help you perform Quality Assurance. Once the testing process gets automated, it can easily be improved to add more options/features or so forth.
Separate landing pages for sales
Like mentioned above, it is compulsory that you have separate landing pages for big sales. These not only help in building up the hype but they will also not disturb the existing experience and design of the portal which users are accustomed too. The separate landing page can be of different designs as per the requirements of the sales and will give you more flexibility in regards to the layout and the number of products that you can add there as well. Separate landing pages for sales can also help you conduct benchmarking to find the best design for each type of sale which conduct on a yearly or monthly basis. That design will help you maximize conversions from that point onwards and you will have a template design which you can easily modify for different products on future sales.