ECommerce website design is a critical part of any online business that decides to use the internet’s power to sell products or services. A poor website design means you could lose out on potential sales and revenue or risk the loss of return customers.

Since launching the Nonprofit Template Shop, I’ve been on a multi-year learning curve around e-commerce. I’ve experimented with website platforms, copywriting techniques, photography, video, and e-commerce widgets like FOMO.

Regardless of what you’re selling online, there are a few tips and tricks to help you convert more visitors to customers. Let’s dive in.

Keep It Simple

Website design is all about simplicity and balance, and this is what professional designers should do for you. Fewer things on the screen mean fewer distractions for the visitor who is there to buy something.

For example, a complex design could confuse potential customers and drive them away before they even have a chance to see what you're selling. A simple design, on the other hand, makes it easy for visitors to find what they're looking for and make a purchase.

Loading your site with fancy design elements or all the bells and whistles you see on major national retailer sites is unnecessary. You want your customers to be able to navigate your site easily and make a purchase without hesitation.

Be Transparent

Transparency is key when it comes to eCommerce website design. You want your customers to be able to see what they're buying, and you don't want to hide any important information. Be upfront about shipping costs, return policies, and anything else that might be relevant to the purchase.

If you're not transparent with your customers, they're likely to go elsewhere. Consider creating a separate page on your website for your store policies, including returns, shipping, refunds, etc., and link to the pages within your product listings. Customizing your order confirmation page with this information is also great so the customer can reference it later.

Focus On The User Experience

Your products and services are wonderful, but your website users should be your main priority when it comes to website design. If you’re going to DIY your website, don’t overlook these key areas:

• Use fonts and colors that contrast well but also meet accessibility standards

• Place important information "above the fold" - meaning don’t make them scroll too far down to find key information

• Use whitespace to break up content

• Make sure buttons and links are clearly visible and easily clickable

• Highlight special deals or sales

• Add a FAQ section and keep it updated as you receive inquiries (FAQs are great for SEO, too!)

• Make the website mobile friendly and test it often

All these details will add up, ideally resulting in visitors spending a longer time on your website and converting from visitor to customer.

Use High-quality Images 

Having high-quality images on your website makes an incredible difference when it comes to increasing conversions on your site. When possible, it’s typically best to hire a professional photographer to take images for you, especially if you’re selling a tangible product. However, if you’re budget won’t allow for professional photos, you can still get good images by going the DIY route.

Ensure the lighting is good and the background is clean and simple for your photos. Try different angles and shots until you find ones that really show off your products in the best light possible.  Be sure to optimize your images for the web to reduce your site load time and to name them as descriptively as possible to enhance your site SEO.

Keep Branding Consistent

Your company logo, color palette, typography, and tone of voice are among the most important branding tools, so make sure to use them consistently on your eCommerce site. You want visitors to your site to instantly know who you are and what you stand for, and being consistent with your brand is a great first step. If consistent brand building isn’t in your wheelhouse, or if any other aspect of web design leaves you stumped, outsourcing to an agency that offers e-commerce SEO services is your best bet.

Add Creative Call-to-action Buttons

Call-to-action buttons are one of the most important elements of a good eCommerce website design. But you don’t have to only use buttons that say “buy now!.” Get creative with your calls to action and vary them from page to page, watching your website analytics to see which buttons convert the best. A few call-to-action button examples to consider are:

• Check out our new inventory

• Add to cart pronto

• Try it out

• Make it yours

• Treat yourself

• Get the look

• Buy the whole set

• Save big

• Try it now

Ensure buttons are placed in a prominent location on the page and that the text on the button is clear and easy to read.

Final Thoughts

Ecommerce marketing is a hot topic, and the advice out there varies, so ensure you’re researching what typically works in your industry and relying on your own website analytics for insightful data to help you make the best decisions. Regardless of your platform, product, or service, the most profitable e-commerce shops are those with functional and clean websites that compel a visitor to visit the shop and make a purchase.

What did we miss? What advice do you have for someone launching an e-commerce website?

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