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How eCommerce Website Design Can Help Conversions

by GK September 13, 2019
eCommerce website design

SEO is important to any business that runs online, but many don’t realize that SEO needs to be built into the website design process- not incorporated in later. Your online store is the center of your digital marketing world. But most businesses think about SEO only after having their website designed. With an eCommerce website, the first thing you would want is to boost conversions on your website. Smart marketers know that your design can make all the difference- in both SEO sales and conversions. Whether your online store is aesthetically pleasing plays a big role in improving conversion rate optimization. If you want people to visit and buy from you, it needs to look attractive and be user-friendly. If it is unattractive, people will leave your website altogether.

Best practices for eCommerce website design

To start with, here are some of the best practices for eCommerce website design that will give your eCommerce site a sustainable boost in conversions.

Limit the number of choices in the navigation bar

You can boost eCommerce conversions by limiting the number of choices users have. The best way to implement this is to cut back on the number of choices on your website. You don’t want to stuff in too many links. Chances are that users will lose interest in them altogether.

Additionally, think about other important actions users will make on your site besides browsing navigation links.

Some of them are:

  • Deciding to scroll down the page more
  • Going through the titles to select a blog page to read
  • Looking for sharing a post on social media or leaving a comment
  • Choosing between reading product reviews, making a purchase, or browsing for more items.

Consider these user actions as well when deciding where to cut back. In short, choose actions that are most important and include it on your website. Essential design features must be chosen when you start thinking about how to create your own shopping website. The easier your website is to use; your eCommerce conversions will go up.

Utilize white space

In eCommerce website design, white space is the empty space in between the other elements on your site. It is also referred to as negative space. Despite the name, negative space is actually a positive thing. Without it, your website would be cluttered and unreadable. White space is not just the space between the larger elements like the space between your title and content or space between the sidebars. It also refers to the space between smaller elements on your web page like space between letters, lines of text, and space between paragraphs.

Pay attention to all types of white space on your website to keep the whole website legible and easy on the viewer’s eyes. Yes, all of this will help to improve eCommerce conversions.

Color matters

Color is an underrated element of eCommerce website design but it is very significant in usability, readability, and to convey the overall meaning of a brand. The different color combination in your eCommerce site can evoke different emotions you want your brand to convey.

Prepare a color scheme which again plays an important role in making or breaking your eCommerce conversions. Use contrast to keep text, headers, and call to action buttons prominent and readable. Make your font and button color high in contrast compared with the background (like black text on white background) and the elements you want to highlight can be in a color that grabs attention.

For example, let’s look at the mail chimp’s website. Which elements draw your attention?


The yellow background is very eye-catching but the blue call to action buttons are attention-grabbing as well. That’s because even if yellow is bright, the blue contrast with the rest of the page. Give more attention to the colors of the call to action and other buttons to improve conversions.

Use the 8-second rule

When a visitor visits your website, you have a minimum of 8 seconds to grab their attention. This is a very tiny window of opportunity to attract and engage visitors when they first visit on your site. So make the seconds count. Here are some valuable tips to grab the attention of your visitors and thereby boost eCommerce conversion within the 8 seconds.

-Include eye-catchy and conversion-driven headers which is short and to the point.

-Use high quality and attractive images of your products.

-Keep signup button simple, visible and clear.

-Use power words to make your content and buttons more enticing.

-Include videos, audios, and other interactive content on your website.

-Use hover effects for your buttons to make it more satisfying to click.

-Add animated exit popups to reengage visitors (See the below image).


Use faces to increase familiarity


Customers love faces represented in eCommerce sites. When we see a face, we are automatically triggered to relate to it. Make sure you incorporate faces into your product pages and landing pages to see a considerable boost in your conversion rates. One of the common eCommerce website design tips is to add faces in the homepage too, not just product pages. Get a photoshoot done with models and add horizontal shots with white space on one side of the image. Place a call to action or relevant text in the space. You can also use stock photos but make sure the faces you choose to represent your brand image correctly so that users will be able to relate to it.

Make sure you use high-quality images as low-quality pictures can drag down the quality of a product page. Researches show that over 80% of visitors are more willing to consider products that include quality images. It is recommended to avoid stock photos that are irrelevant and low quality. Instead of using bland stock images, ensure that you use high-quality photos to evoke a personal association.

ECommerce Website design checklist

A skilled web designer can build a website that looks fantastic and helps customers through the buying process from the start to end. Here are some of the eCommerce web design checklist that would help to boost conversions on your website.

Home page design


The homepage is one of the most significant parts of your eCommerce site as it serves as the first impression of your brand. Make sure your homepage design for eCommerce must be relevant enough to introduce your brand to your customers and serve the purpose of building trust. It must also be able to catch attention and encourage customers to browse around and see your product offerings. Compelling and efficient must be your website homepage design.

Category page design


If a customer likes your website, they will directly go to the category page to check out what you offer. They are likely to spend a great amount of time on your category pages and hence they need to be aesthetically appealing and easy to navigate. You must pay utmost attention to make your category page unclutter and simple to use to make customer’s shopping experiences as great as possible.

Product page design

Fossil2While your home page and category page design are significant enough to grab visitor’s attention and make them stay on the website, the quality of your product page is as important as the home page and category pages. The quality of your product page can make or break a customer’s decision to purchase from you. You must make sure that you include high quality and detailed pictures and videos on the product page along with it all pertinent product information. The best eCommerce product page design must also work flawlessly when viewed from a technical level and this makes a great place for speed enhancements like Google AMP.

Cart page design

The next important element is the view cart page that shows the list of items that are currently in the customer’s shopping cart. eCommerce cart design page must also be user-friendly and must have the functionality to change quantities, view their total order price, remove items, etc. Displaying real-time shipping costs and other details helps customers to have a clear idea about what to expect in terms of price.

Checkout page design

Check out

Checkout is another important page that can lose a conversion at the final moment. Load speed must be on point and your customers must be able to check out as easy and quick as possible. The eCommerce web design layout must be easy to understand and it must have all essential fields. If a customer leaves out filling a few fields and tries to checkout, the checkout must not delete what information they have already entered. Instead of forcing them to start over, it must be enabled in such a way that they get notifications to fill all the fields and without which they won’t be able to proceed to the next page. In short, your eCommerce checkout page design must be crafted by keeping in mind the ease of use and speed.

My account page design

My account is the space where customers will be able to view their profile, basic info, past and current orders, store credit, read points and more. The majority of customers who visit their profile are often looking for info that will affect an immediate purchase. For instance, a customer might want to view an old order and reorder the same item without going through product pages. They might also want to use the rewards points to buy a specific product. Ensure that my account page design offers customers with a fast way to access their information, as it has a great positive influence on their buying behavior.

Optimizing your eCommerce website for SEO and conversions

If you want SEO and conversion to go together, you must start during eCommerce web development. To turn your focus to conversions, the following steps will set you up for success.

Analyze your website data

While a small piece of data might not tell you anything, the collection of data will give you hints about patterns. If a few visitors fail to click on your call to action, you need not consider that. However, when a large percentage of visitors ignore your call to action, you might need to make some changes in your eCommerce design. Traffic information from Google search console and user behavior reports help shape up a clear picture of what’s right and what’s wrong in your eCommerce store.

For example, user behavior reports give insight into how visitors behave once they land on your site while Google search console data track key metrics like a number of unique sessions, total sessions, bounce rate and a lot more. Analyze the website data for specific user behavior patterns. Data like referral source tell you a lot about your audience and from where they come to your site. Look for sources that get more traffic and thereby more conversions than your competitors.

Conduct keyword research

Some time ago, you could pick a relevant keyword, write a short blog post and rank for that keyword the next day. But, SEO doesn’t work that way anymore. You can use tools to find out keywords related to your business and niche. Make sure you use long-tail keywords that suit your prospective customer’s interest. Think about what your customers will search and make sure that is included in your page.

Optimize for on-page SEO

On-Page eCommerce website optimization is all about how to optimize your eCommerce site when you are building-specific pages. Elements like headers, subheaders, URL slugs, Meta tags, etc. fall into this category. Make sure you don’t go overboard and look like a keyword stuffer. Evenly distribute your primary and related keywords throughout your body copy, sub-headers, and image alt text. Include lots of context for each so that search engines understand what you are talking about.

Optimize your online store for mobile

With more customers accessing online stores from their mobile devices, you don’t want to leave those potential eCommerce conversions out. Furthermore, Google has launched a mobile-first index, which means you might boost ranking if you focus on mobile-friendliness. Responsive web design for mobile eCommerce offers the easiest solution to achieve this.

Speed up your pages

Page speed and the overall loading speed of your website matter when it comes to both SEO and conversions. Imagine this, if you visit any commerce store and click on a product category page. But it takes forever to load, will you wait for it more than a few seconds?  Probably, you will click the back button and look for something else. Similarly, if you are filling out a form that refuses to submit due to low speed, you will eventually give up. For this, you can use Google page speed insights gives you valuable insight into how fast if your site’s loading speed across all devices and what specific things you can fix to make your site load faster.

Improve user experience

User experience simply means how people perceive your site in terms of finding the product they want, user-friendliness and navigation. A good user experience leaves your customer appreciative and satisfied. To snag more conversions, you must focus on small details. For example, examine your homepage and analyze each element from your logo to top navigation bar and widgets in your sidebar. If you remove any of these elements, will it harm the user experience? If not, remove it. Focus more on driving traffic to the action you want your visitors to take.

SEO can prove extremely complex, but if you know the basics and how to implement them, it will give you a running start towards more conversions and growth. Begin by collecting as much data as you can by conducting thorough research. Create separate marketing campaigns and optimize your website or conversions so you don’t miss all that good traffic. Focus on the user experience right from the stage of designing your website.

Now that you know the important eCommerce website design principles, put them to good use by taking a look at your existing design. Which principle you are breaking? Do you have too many navigation links or not enough white space? Or you lack good images on your site? You can probably run a conversion rate audit in your eCommerce site to see where your site can have a boost. Hope you enjoyed this article and we are looking forward to having your thoughts shared in the comment section below.

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