How to Better Your eCommerce Site

The world of online shopping is always growing. As more and more customers choose to buy products or services online, the need for a strong eCommerce site is crucial for a business’s success. If a website isn’t easy to navigate and products are difficult to find, customers can easily move on to a different company to buy what they need.

Companies should always be looking for ways to improve their eCommerce site. If you’re looking for new systems, processes or ideas to implement on your eCommerce page, here are a few tips and tricks to keep in mind.

Use High-Quality Images and Videos

The need for high-quality images is nothing new. If you sold products through a catalog or print ad before moving online, you probably already understand the difference a high-quality image of your product can make when pushing a sale.

Always use quality photographs to show your products to your customer. Use zoom features, multiple angles or even videos to show your customer all the product details. As an example, ASOS uses a video feature to show their clothing products, allowing online shoppers to get a better idea of how the item will fit.

Create an Easy-to-Follow Navigation Scheme

When a customer comes directly to your site, your navigation should make it easy for them to find what they’re looking for. But if you sell a variety of products, limited navigation can be difficult to follow. On the other hand, if you try to have too many major categories, your visitors may never be able to find what they’re looking for.

When creating your navigation scheme, consider the way your audience may think to look for items. Using Nordstrom as an example, you can clearly explore the different departments across the main navigation. Then, each department is broken down into more specific categories, allowing your customer to go directly to the section of the store their item is located within.

Present Coupons and Discounts

Using an eCommerce site is beneficial for both you and your customer. As a way that allows your customer to shop whenever they wish, eCommerce can help you bring in more business. To encourage visitors to make a purchase, you should offer an incentive or special for customers that book or buy online.

Carolina CAT does an excellent job of presenting this with their Deals & Specials page. Within this page, online customers can get an overview of what discounts they may be able to take advantage of, which encourages them to make a purchase.

Provide On-Demand Customer Service

We’re used to having things on demand. If we have a question, we want it answered as quickly as possible. So, if a customer has a question or concern about a purchase they’re considering, you want to be able to provide them with the information they need as quickly and as accurately as possible.

Having a variety of ways to ask that question can ensure you’re giving the best answer to a confused customer while they’re still interested in the product. Fitbit does an awesome job at telling customers the various ways they can contact support, even providing them with an estimated answer time.

Show Similar Products

Sometimes our customers select a product that’s almost what they’re looking for, but is just a little bit off. It may be the wrong color, may not have a feature they thought they wanted or be outside their price range. To ensure they’re seeing all their options before determining whether or not they want to make a purchase, you should show them the similar products you have to offer.

As the largest eCommerce site around, does an awesome job at presenting products similar to the one the customer is viewing. With clear images and easy-to-identify price points, customers can see whether or not there’s a product that better fits their needs or budget.

Make Checkout Easy

When a customer is finally ready to check out with the products they’ve selected, you want to make it as easy as possible for them to enter their shipping address and payment details. If you bombard your customer with too many hoops to jump through, such as having to sign up for an account or verify an email address, they may decide the product just isn’t worth it.

Keep your checkout process easy, like the checkout page for Adidas. On the checkout page, you can clearly see where to enter your shipping information, what products you have in your cart and how much the final sale will be. You can also see that customers can easily check out as a guest, input their login information or register with Adidas if they’d like to.

Keep on Improving

Whether you’re designing a new eCommerce page or you’re looking for ways to improve the one you already have, you need to consider the experience of your user. Because you want to make it as easy as possible for your customer to find what they’re looking for, add it to their cart and make the final purchase, you don’t want to set up too many hurdles that may push them to turn back.

Consider these six tips and examples when designing your eCommerce page, but remember to make it your own. Create a page that speaks to your own unique audience and has their needs, goals and preferences in mind.


Lexie Lu is a freelance web designer and blogger. She keeps up with the latest web design news and always has coffee in close proximity. She writes on Design Roast and can be followed on Twitter @lexieludesigner.