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A look under the hood of profitable e-commerce websites



Steve Jobs has expressed it well when he said: "Simple can be more difficult than complex … but it's worth it because once you get there, you can move. mountains. "

This mantra has worked for Apple for decades, and certainly the same goes for digital design. Especially when you talk about ecommerce websites. It has been proven that simplicity systematically reported higher conversion rates offered a more positive experience and even created a climate of trust among visitors. Why? In short, calls to action become more important, users are neither overwhelmed nor frustrated and site problems are often fewer.

We record more hours online than ever before, so we naturally need intuitive digital experiences, visually soothing and simple to understand. But creating simplicity on the front end does not necessarily mean that the backbone infrastructure of the website is simple. Simplicity often requires greater complexity behind the scenes.

The devil is in the details, the same goes for simplicity.

If your website is not clear and easy to navigate, there is not enough attention to detail going on behind the scenes. To achieve a minimalist website offering a simplified user experience, important design considerations are paved.

First Impressions Are Just as Important on the Web

The reality that any website owner faces is less than 15 seconds to capture the same. attention of a visitor – and that is generous. The bounce rate of your website depends on how it looks for the visitor. According to the report on the state of content made by Adobe, 38% of people [pdf] will stop communicating with a website if the content or presentation is not attractive.

Not surprisingly, 94 The percentage of negative reviews of websites can be attributed to poor design. However, the key to successful Web creation is always paying close attention to detail and ensuring your visitors not only the information they need, but also quick and easy access.

A clutter does not arouse joy

Eye tracking technologies already show how digital distractions and clutter can dramatically affect website users' conversion rates. Tobii Pro, a Swedish company that develops and sells products for vision control and surveillance, has turned this challenge into an opportunity using eye monitoring to help KLM Royal Dutch Airlines to redefine its online ticket system. By monitoring the overall flow in the buying process and understanding the different steps, they were able to design a ticket buying tool based on user behavior and needs, thus increasing conversions 30%.

Clutter also has a direct impact on load times, which is extremely important for the user experience. In fact, according to the aforementioned Adobe report, 39% of Internet users will stop visiting a website if the images do not load or take too long to load. This seems self-evident if we consider 53% of mobile users will leave any Web page that requires more than three seconds to load.

Slow loading times are a direct result of too many pages. on one page and are one of the key indicators of poor decision-making and slow-motion background work.

The Importance of Having a Clear Call to Action

It is no coincidence that many e-commerce sites are clearly called upon to act. CTAs, if done correctly, can dramatically increase conversion rates. But they must be visible, clear and convincing. Do not make visitors work for the next desired action.

A quick and easy way to increase website conversion is to place the CTAs "above the fold" so that visitors do not have to scroll the screen to the low. In fact, a study revealed that content placed above the fold was seen by visitors 102% more times than anything placed below. And when a software company producing landing pages experimented with this theory and moved its CTA above the fold, conversions jumped 41%. . When visitors encounter tasteful customizations and recommendations for specific products, this shows that you understand them, which helps to reinforce their loyalty.

Facilitate the task of clients to communicate with them

. Site visitors were not able to easily locate the company's contact information. If you rely on local pedestrian traffic, your name, address and telephone number must appear on every page. Nothing will frustrate a visitor more than having to search for contact information.

Even if you are a seller, shipper, or e-commerce wholesaler, it is imperative that your NAP information be strategically and prominently displayed. many cases above the fold to eliminate the need for your buyers to scroll down or jump into virtual hoops to find it. Having a clearly identified NAP validates the legitimacy of your store and relieves the mind of buyers who still have the opportunity to search for a similar product on Amazon, Target or other online retailers if they find the information from your website too confusing.

Your Customers

It goes without saying that a happy customer will be a loyal customer. And to satisfy them, your website must be well equipped with a variety of self-service tools to help them quickly identify the answers to their questions. Today's customers expect that a website will have a self-service application and many now prefer self-service to human contact.

Self-service tools can take the form of on-site calculators, downloadable guides and checklists, and even quizzes. Their implementation can also significantly reduce incoming customer service requests by proactively responding to questions before they become a problem. For example, we recently worked with a retailer of skincare products that operates exclusively online. One of the problems they regularly faced was that customers wanted to know which product best matches their skin type. The retailer wanted to empower customers to get this information instantly while reducing customer service demands. By simply developing a quiz, they helped customers identify the product best suited to their needs, reduce the number of customer service calls and build trust between the company and the customer.

Do not forget, these tools are only effective if they are simple and straightforward. It takes time behind the scenes to think about the client's journey, the goal or desired outcome, and the appropriateness of your brand's style, touch and tone.

Complexity always precedes simplicity – and simplicity is what today's consumers aspire to. Watch your online presence through this lens. Will it move mountains or has it inadvertently become a barrier?

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .

About the Author

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Sahil is a software developer turned strategist for the medtech, martech, e-commerce and nonprofit organizations. With more than 10 years of experience in software development and digital marketing, he draws on his experience and knowledge to create robust digital products, bringing a unique perspective to the product development lifecycle and marketing strategies. Sahil heads the team of AKOS Digital an agile digital agency that believes in results-based innovation to design, develop and launch large-scale digital products. Headquartered in Phoenix, Arizona, AKOS has expertise in web applications, website design and development, SEO, UI / UX and strategic marketing.