Ecommerce, Why Simple Is Better!
- December 8th, 2008
This is the first actual content based post here for PixelForLife.com
I doub’t this blog will consist of many of these at the start as we get going because I am a firm believer that the tutorials is what will bring people to the site. However for the few of you who have already subscribed I know you like some content and this is it!
I am also hoping this post will kick start the blog and get some people interested and coming to the blog! Be sure to show it to your friends and family if you “Love It” or “Hate It”.
Today we are talking about ecommerce websites and why simple is better then complex. I have been building ecommerce stores for clients for years now and it still puzzles me why they would want this super fancy design that does no good for them at all.
I thought this would be a great opportunity to clear the air on that subject and hopefully shed some light on what a great converting ecommerce store should have! After I explain all that I will show some practical examples to backup my article!
Lets get started shall we fellow pixel for lifers!
Ecommerce Site Logo
In my opinion the logo of a ecommerce store should be the main stand out aside from the products for sale. Placing the logo at the top left prominent position is standard and you would do well to follow it.
Usually when people stray off the beaten path is when they get in trouble. You don’t need a web 2.0 logo either, just something nice, colorful and legible is all you need. If you can do that you will be sure to convert visitors into customers the first time through!
I suggest using mid to dark colors on the logo, you don’t want to go to light on this as darker is better when you want something to stand out. Just find a nice balance and be sure to check the ending of this post for the logos those sites have to see what I mean!
Ecommerce Navigation
The navigation of any website but especially ecommerce sites is vital! I have seen so many stores lose customers 30 seconds in for a first time visitor simply because they cannot find what they are looking for. Remember your latest products are not the only thing you have for sale so try your best to label things in an organized fashion as well as making sure you have every product 2-3 levels deep max in your navigation.
Another important part of your navigation is the colors you use, obviously you want the navigation to match your design to some extent but please do not get bent out of shape over this. As long as the navigation is easy to use and find for your visitors then your set.
One last thing I believe is important to point out for ecommerce specific navigation is drop down menus. While they make it easy to organize your site I would steer clear of them. Mainly because they are very unstable from site to site and generally mess up in at least one browser because of padding issues that cannot be fixed. This may not seem like a big deal but what if that one customer that was going to make a $5,000.00 order but decided not to because he couldn’t see your navigation and said “forget this, I will go over here instead and buy”. Trust me you don’t want them to ever say that, so for your own good steer clear of drop-down menus!
Rollover menus on the other hand are very stable, stylish and I recommend them if you want to add some flare to your ecommerce site!
Simple Colors For Success!
When it comes to the overall design for your site believe it or not simple colors work better. I have tested this out myself and a white background or light grey / light blue and or tans seem to do best. All these soft colors calm the visitors excitement and makes them more willing to buy because they instantly trust you! Its actually a known fact that product sellers use world-wide, its part of subliminal messaging and this one is a must know for everyone trying to sell products!
On the other hand if you want to create a fiery excitement for your visitors on a hot deal use red or orange text and colors. These create super excitement and if you can find a clever way to use both the soft and fiery colors at the same time you are sure to have a winner!
Simplify Your Layout To Convert Visitors To Customers!
Just like above where I explain why simple colors are important the actual layout of your store is even more important. Granted if you follow the steps before this one you should have a decent store as the navigation is about 45% of an ecommerce store layout.
However don’t forget to layout your products, product pages, category pages and even the shopping cart and checkout pages. These are all vital and anyone of them can turn a customer off with frustration at any time.
Do the smart thing and avoid clutter, simple always works better and converts!
Make The Checkout Process Easy!
One thing that totally aggravates me and other customers is the checkout process. This is why you will see more mods for cart software pertaining to the checkout process then you will for anything else.
Its the most vital part of the whole ecommerce store. Don’t make the mistake in thinking if you get them to add the product to their cart you have them as a customer. More customers are lost on the checkout page then anywhere else.
Make sure your checkout process is easy and to the point, no hassles or you will lose customers “plain and simple”.
The Final Look Over “Think Like A Laymen”!
The final and last thing I want to suggest is for your final look over when you believe your store is complete. So often I see people who finish designing there store but fail to do a final look over because they are taken over with excitement.
Unfortunately they end up making mistakes and missing errors because they did not thoroughly check the site before going public with it. I have been guilty of everything I have discussed today and that’s why I’m so passionate about what I’m saying.
Just remember, the final look over may be your best or worst friend!
Examples
The below examples are just a few ecommerce sites I have built that should help you understand my viewpoint on the above article. Remember (there is no one way to skin a cat) and im not trying to discourage you in anyway, rather I want you to try things till you find what really works the best for you!
With that, here are the examples:
Hopefully from the above you can see the simplicity these stores bring without sacrificing a great looking site!
