Part One Recap
To recap part one of “must do’s” for an ecommerce site, first and foremost having a website that embodies your audience through styling is an absolute necessity and should clearly call attention to where
you want the user to click first. In conjunction to first clicks, we also discussed the power of making your site alive through micro interactions and creating momentum for the customer navigating the site. Don’t forget about content - that’s your SEO value! There’s an art to show, don’t tell, unseen/seen content. Finally, we discussed the customer returning to the site by having a wish list or saving for later.
Now, let’s get into additional “must do’s” for an ecommerce site!
Six. Road Mapping
Cart-o-graphy is the practice of drawing maps. Your site is a road map for the customer to ultimately add to cart or to request a quote. Start by breaking your site into sections and think about how the sections connect from one to the next – like intersecting roads on a map. The user should be guided through the site with ease so they can reach their destination and use the navigation as the key. Part of this is having dynamic call-to-actions with clear section titles.
Example: Oh wise man, Stuart Weitzman. This road map is user-oriented because the navigation if fixed, meaning that the key travels with the customer. The centerpiece of the site is the top main image area above the fold. SW1 utilizes simple hero image layouts so that the text is legible with simple call-to-actions. Each section following is about featured shoes and getting to know the brand with more product at the bottom of the page. Scrolling through the homepage it serves as a teaser for the customer to dive into the site and locate the treasure they seek.
Seven. Responsive isn’t an option
It’s a given that more users are browsing and purchasing on their mobile devices. Giving the shopper more points of access creates a potential for that ‘add to cart’ action you seek!
Example: Rareseeds.com has a perfect modular layout for any screen size utilizing lots of imagery and limiting the amount of characters allotted for each square. Keep in mind site layouts like these look just as good and navigate just as well on mobile or tablets as they do on desktops. Some call this designing for mobile first. Not an ecommerce site but a prime example of mobile first is Packers Everywhere. The mobile concept was created first, followed by tablet then desktop. A site that is easy to use on all devices creates more access points for the customer!
Eight. Accessibility Counts
A design that is web content accessible or ADA2 compliant means your company has a wider audience because more people can read or identify clickable areas with contrast. Good use of proper color ratios means more people can find out about you or your business!
1 SW: Stuart Weitzman
2 ADA: Americans with Disabilities Act