E-commerce site designs ultimately have the goal of driving sales but under that are various pieces that make users want to come back, explore and participate in your social network. There are many components that make people want to purchase, especially over the internet. Designing your site around these behavioral components will help bring in the most revenue to your e-commerce store.
When users go to your site and begin to look for an item, they subconsciously perform a cognitive cost-to-search analysis. This is an analysis of time spent to find the information they need, leaving the site if the analysis proves unfavorable. In short, they know that if it takes too long, they are gone. The first layer of design is to make your site responsive, which will adjust to users’ device needs. If they are on a desktop then the site performs in one way and differently if they are using a tablet or mobile device. Speed and searchability are the most important components of cognitive design.
Research shows that reputation is the most important aspect of buying behavior. Consumers must trust the company or they will never make the purchase. A design around trust will focus on reviews and social media. If you have a well-managed Facebook page, then link it to your site and post your feed for everyone to see. This will integrate potential consumers into a community and instill product trust. If your page is not well maintained, then it needs to be. Make it conversational but positive. Always highlight the good even if it is coming from a customer service event.
Some researchers propose to move from an e-commerce paradigm to one of social commerce. Salespeople, as a unit, are seldom trusted unless they can create a relationship with the customer. The same goes true for a website that solely focuses on selling. Websites are social events and this is why great content is so important. The words on your site are what will engage your audience and they are the things that will be shared. If you cannot write powerful content yourself, hire a freelancer to do it for you.
The factors that get people to make a purchase are interlinked and overlapping. A design around your experience blends components of trust and logic to highlight the company’s expertise. Consultant network Amwayuses a mix of product specifications, corporate history and customer testimonial to promote an image of expertise. The flip side of company experience is customer experience and the two need to come together. It is when a customer enjoys learning from a knowledgeable company that a sale will be made.
Some designers make the mistake of seeing a website as a unidirectional delivery system. A good e-commerce site is a conversation. Like any dialogue, incoming information is just as important as outgoing messages.Harvard Business Review calls the new feedback mechanic Analytics 3.0. This is a mix of backend user metrics, consumer response and sales measures. Google Analytics is still the industry standard of website metrics and Survey Monkey is one of the best ways to get user opinions.