Your e-shop is your virtual shop! Find out how to optimize it!

1. The Key Elementsof a Successful
e-Shop
Keep it simple!

2. Online shops are not just about pretty product
photos and enticinggoods.
Itis a competitive space and youneed to offer
yourcustomers an optimal shopping experience
inorder for them to keepcoming back and
buying.
It is in fact a delicate issue since they handle a lot
of traffic and it’s crucial to have a solid website
design.
Inthe following pages we will go through the key
elements that form a successful e-shop website
design.
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Mobile Responsiveness

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According to a 2016 Bloomberg research mobile phones will account for 60% of e-commerce visits by
the end of 2017.* Hence you need to ensure that your website will be mobile compatible and include a
mobile first strategy. So everything youinclude on yourwebsite should be optimized for mobile usage.
*Source: BloombergTechnology

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Product
Images & Information

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Makesure your customers arebetter informed whentheydo their shopping:
• Includeproduct pictures: usually the 8-imageapproach works best i.e. front, back, top, bottom, left,
right &two perspective shots.
• Includedescriptive information: noone wants to buya product they cant see or have no
information about.
• Put the most important featuresfirst and follow with anyadditional information relating to the
product specifics.
• Examineyoursite’s product pages:
Areall theproduct features listed?
Is thereenoughinformation for yourcustomer to decide whetherto buyor not?
• Detailed information increases theopportunity for better placement on searchengines.

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Search Tool

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• Usea good and convenient onlinesearch engine.
• First timevisitors are usually looking for something inparticular.
• Offered filtered searches.
• Ensureyour website uses a competent, reliable searchengine software.

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Shopping Cart

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TheShopping cart design and its features are crucial:
• Its layout should be simple and effectively display companybranding.
• Includeprominent check out buttons.
• Includeall the important elements.
Yourcustomers haveto be able to:
• Easily change quantities.
• Select shipping options. Provide clearshipping information. People dislike buyingproducts without
knowinghow much shipping will cost.
• Enter promotional codes.
• Select paymentfrom a variety of options i.e. paypal, visa, mastercard etc.
• Continueshopping and/or add moreproducts to their cart.

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Colors

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Colors area fundamentalpart of your design:
• Avoid the commonmistake of placing white text on black backgrounds.
• Usethemin sucha waythat the text and pictures are easy to see. Choose colors that compliment each
other.
• Whenit comes to Call-To-Actionbuttons (CTAs) bewise with youchoice of color, placement, size & copy.
When choosing a color youneed to keepin mind two things:
Whetherit triggers emotion for yourtarget audience.
How it contrasts with the overall color scheme.

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Checkout

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Offer yourvisitors an easy checkout process:
• The process of buying should be as quick and easy –if not easier- as it is when visiting a physical
store.
• Customers do not want to cycle through more than a couple of pages in order to purchase a product.
Ideally the checkout should be contained in one page.
• If possible allow your customers to enter all their information in one page and then simply confirm
theirorder in the next one.
• Have a big and clear checkout button.

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Navigation

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Userfriendly navigation is crucial!
Yourwebsite needs to beeasy to navigate. Put menusand links to product categories in a prominent
place and makesurethey are properly named.
Makesure each page provides users with an easy way to get back to the home page, find contact
information, select another category, or go directly to the shopping cart.
Includebreadcrumbnavigation to guide users from one page to the other.
Be simple and straightforward with evident login andsign up options.
Fewer clicks equal better performance. Ensurethat all products can be accessed with a maximum of 4
clicks. No onewants to waste time being redirected from page to page.

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Recommendations

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Provide links recommending products yourcustomers might like.This makesshopping easier
and promotes additional sales.
Providing at least six linkswill account for aneasier shopping experience encouragingextra
additions to their carts.

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Test

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One cannot stress enough the importance of testing yourwebsite design; again and again and again!
This allows you to ensure your website is always up to date and that any problems that occur are
corrected straight away.
The best way to improve your page performance is to continuously try out new ideas and concepts and
keep optimizing your web pages.

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10
Social Media

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Integratesocial media for the following reasons:
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Theyprovide friends and followers. This mayresult inincreased purchases of the same product.
Theyhelp spread brand awareness.
However if the numberof likes and sharesare too few this may result in negative social proof.
Theymay increase traffic on yoursite and thus sales.

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Sizes

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This may sound silly but the size selector is one of the major deciding factors for anyone who comes to
yoursite and as such it needs to be userfriendly.
The definition of Small, Medium, Large and Extra Large varies from country to country and you need to
provide a size selector along with a size guide that will tell them measurements in inches and
centimeters.
Moreover the size selector needs to be placed bellow the product description or you can provide a pop
up size selector that appears while a user is hoveringover a product image.

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Additional Crucial
Elements

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Deliveryand returns
Product reviews &testimonials
Includecost savings
Add to wish list button
Live chat widget
Product videos
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Optimizing your e-shop website design is a tricky and ongoing business since it is your virtual shop
towards the outside world. Many elements need to be taken into consideration and treated carefully.
What you need to remember is: it’s all about customers and keeping them coming back. And one major
detail: once theyleave theywont be comingback!
Good luckand don’t hesitate to contact us if youneed help!
To Conclude

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