Crucial Tips To Design An E-Commerce Website

By Divya Rawat on 23 March 2012 @ 12:03 PM.

Tags: ecommerce, ecommerce tips, ecommerce design, ecommerce website design, website design, ecommerce navigation.

A website for e-commerce can be either asymmetrical or symmetrical but the important point is that it should be strong in promoting its product and services. The website should 'shout out' the core purpose of its existence.

Various elements like a shopping cart, its simplicity, the advanced search options and relevant product pages should be easily available and well designed.

Preferably, an ecommerce site should focus on what it wants to sell, and hence, should be easy to navigate through with a simply, symmetrical layout that is easy for the consumer to understand. Your website layout must include:-

• About Page 
• Home Page 
• Services 
• Individual Product Pages 

Besides this, especially in e-commerce sites, the above the fold regions should contain the most important information like those for log-in, sales, discounts and such offers. This is because, as per human psychology, many users directly click on content that they see above the fold and navigate away from pages without scrolling down. It's most advisable to place things that you want to convey - right on the top.

Single Column Websites

We can classify these as the 'dominative' website design layouts. Most popular with single product e-commerce sites; these websites have only ONE focus: their sole product. With all the information on just one page, the user is directed to simply scroll down. There are no other 'Distractions' like some experts say. There is absolutely nothing for the user to navigate away from. He is encouraged to read on and finally, make that purchase.

In some cases, there are footers that direct the sure to a 'home' or about page. This kind of aggressive selling of products (or product!) on websites isn't very popular because the user doesn't really trust the site. However, the plus point is that, when he does trust the site, he makes the purchase. For every reader who has read the entire content, 80% have lead to conversions according to statistics.

Dual Or Multi Column Websites

These are normal websites with a scroll bar on the left or right hand side. The scroll bars or navigation bars help the user to go to various pages such as the about pages, various product pages, service pages, feedback or news pages, etc.

The navigation on these websites can be divided into sections as below:

1. Multi Page Website: The Left Navigation Section

As content reads from the 'left' to the 'right', it is noted that users tend to pay more information to content on the left hand side. Hence important information, for instance a blog post on your blog; will begin form the left hand side. So either important content is placed centrally - like in the symmetric website design layout - or it is placed on the left hand side.

2. Multi Page Website Design: The Right Navigation Section

The right navigation section can have your advertorials and additional information. People have a tendency to visit this side lesser but they still do. They glance through it and you have a chance to win them through. (Again, this is as per behavioral science studies and reports.)

The right side barely ever shows navigation for your website. It will never have the list of action on the right saying view our portfolio here, see content here, etc. The right side is exclusively for substitution content. Also, as pre latest trends - the social plug ins, ticker, news updates, and such info are seen on the right spot. See how this space suits you for your e-commerce site!

You could innovate with placing your customer care section here, the feedback zone number or link to your social site.

3. Multi Page Website Design: The Top Navigation Section

The top - above the fold zone is the most important zone. This zone includes the names and the basic navigational pattern.
For instance, this website for a university, has the top section dedicate to pages providing relevant information about the university and its functioning.

In a similar way, any e-commerce site should show information that directs the user to 'pages' of purchase or direct purchase links right on the top. The shopping carts, discount vouchers, and free coupons should all be displayed right on the top.

4. Multi Page Website Design: The Bottom Navigation Section

This zone is the zone that people rarely visit. People dying to get some information will look here! But what kind of information are we talking about? Information like your website certificate, your business certificate, legal policy certificate and other such info should be placed right at the bottom, typically in the footer for those who want to check on the information.

In simple words, any information that does not directly influence purchase should go right to the bottom.

Thus, a simple e-commerce site should keep in mind these website design 'norms' to be able to influence conversion. If you are an e-commerce person, dealer or entrepreneur, make sure you aren't missing out on it!

About the Author

As a content writer and e-commerce strategist, Divya has many years of expertise in the field. She works with iNetZeal and also blogs on various ideas that help virtual buying and selling - for both web developers as well as customers! 

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