The design of your ecommerce website must meet a variety of goals.
Unlike most business websites, ecommerce sites must provide information related to products while making it easy for customers to find and purchase the things they need.
Many of the pages in ecommerce websites are the same as those used on traditional business sites. But pages related to product categories and payment processing must also be included in order to generate sales.
The following are 4 pages to include in your ecommerce website so that users have everything they need to make a purchase.
1. The Home Page
An ecommerce home page gives visitors a first impression of your brand and the initial steps towards finding and purchasing your products.
Home pages are typically the first contact point for online users. They should have a clear design that prevents users from “bouncing” off of your page and returning to the search engine results pages.
Many ecommerce home pages feature products or categories that are popular among visitors. They present promotions that compel users to move further into the sales process.
Special offers such as introductory discounts or free shipping should be immediately visible on the home page. Your brand should be clearly conveyed through images, logos, taglines, and other elements that set you apart from your competitors.
2. Search Results Page
Finding a specific item is usually the first thing your site visitors want to do. Your ecommerce site must have the search functionality that makes this process easy and intuitive.
This is especially important for businesses that offer products in multiple categories. Search fields are usually found alongside the navigation menus.
Placing it somewhere that makes it difficult to find causes friction in the sales process and hurts your bottom line.
3. The Category Page
Today’s ecommerce sites have to work hard to maintain the attention of online users. Making it easy to find your products is the first step in minimizing your site’s bounce rates and increasing sales. A category page is dedicated to a specific type of product. Common categories include Clothing, Books, Electronics, and Health.
Every ecommerce site is different, and your categories will depend on the products you offer. List and grid layouts can be used in category pages. Use testing and analytics to determine the best options for your users.
Providing a filter function also makes it easy for visitors to find what they’re looking for. Quick and intuitive search functions are critical to increasing conversions on your ecommerce website.
4. The Product Page
Product pages provide information related to a particular item. It’s an opportunity for you to guide the user’s decision-making process by answering all of their questions.
The following are the essential items to include on your product pages:
Dimensions and weight
Available colors, sizes, options, etc.
Frequently asked questions (FAQ)
Similar or “frequently purchased” products
A clear and well-designed button should be placed near the product description so that it can easily be added to the cart for purchase.
These 4 pages allow users to navigate through your products and obtain the information they need to make a decision.
In Part 2, you’ll learn about the pages that your ecommerce website needs to process purchases and provide additional value to your customers.
Effective ecommerce websites can be difficult to design if you overlook the essential pages it needs. Let us know if you have any questions related to your ecommerce business or industry in the comments below.
Having the basics in place creates a foundation for lasting success in the ecommerce marketplace.