With real-life examples, this detailed guide will show you how to build your e-commerce website and show you examples of some of the best eCommerce websites on the internet. You’ll be able to earn the best design practices from the homepage right through to the checkout so you can build online stores that don’t just look the part, but that also convert.
Why a Thoughtful E-Commerce Design is Essential
You have chosen to start a new company in e-commerce. Frightening, but exciting times!
You have killer goods, you have decided on competitive rates, you have also begun working on a whole new website to showcase your products and begin selling online. Nothing seems to stand between you and immediate success; does it not?
The next step in your process will make or break your new project. That is: designing your website for e-commerce.
A poorly crafted shopping experience can and will) push consumers to leave and find a better experience elsewhere just as we’ve already discussed with the e-commerce checkout flow. Although we concentrated on the checkout portion of it in the first resource, here, we’ll find out how your website’s entire design will affect sales.
More importantly, though, we will find out what the best practices are so that you can find your way through this daunting mission.
In the last five years, the e-commerce environment has changed a lot. First, the volume of online purchases has exploded: worldwide retail e-commerce revenues rose from over $1.3 T in 2k14 to a projected $4.1 trillion sirca 2k19. This led to an inevitable race for the ultimate UX. Trust me; you don’t want to be trailing behind in this crowded landscape.
What Was It Like Before e-Commerce Websites Existed?
Let’s create a comparison with the physical world in order to better appreciate the value of great e-commerce design.
Remember when Apple came back early in the ’00s with the first Apple Store? It totally changed the way we, as clients, shop. Owing to two important changes to conventional shopping experiences:
The Apple stores looked incredible. Their stylish architecture, vibrant colours and wide-open spaces build spaces where you want to hang out even if you don’t want to buy something (you might eventually though).
They have become an inevitable pause on every trip to the mall. They also introduced many new features to improve customer experience—a bunch of tech-savvy workers on duty at all times, convenient product testing areas, the Genius Bar, etc. It was an extraordinary thing.
The tremendous influence these stores have had on the retail environment can’t be stressed enough. Next time you enter a shopping centre, take a good look around every shop looks in some capacity, such as an Apple Store, bright colours, refined architecture and large breathing spaces.
Many other businesses are trying to push the constraints of UX shopping to new heights in many domains-look at Amazon & Tesla, just to name a few.
If an excellent shopping experience is now a key component of the success of physical stores, it is also completely translated into the digital world. Or even more so because, you know, avoiding a crappy online experience is much easier for consumers.
In 2021, e-commerce revenues are expected to account for 17.5 percent of overall global sales, suggesting the offer is on the rise. In this new digital reality, standing out with a good looking website and a smooth shopping experience can go a long way.
For your e-commerce website, what you want is to engage customers. And in this task, the design is an important part of succeeding.
How To Use User Engagement To Influence A Better Web Design Build?
For clients to shop, an e-commerce site is primarily built. For them to do so, your design should make it seamless. When you want to make more profits, it needs to be intuitive and easy to use.
To get to the next stage of user interaction, there are a few ideas you should bear in mind during the design of your website.
Keep The Design Simple
For the first time, a user entering your website should never have to ask him/herself: “Okay, what’s the next step? “Your worst enemy here is the confusion-inducing UI.
Later on, we will see how you can make every step of the shopping experience more pleasurable for clients.
Make Your Design Coherent
In the overall feel and look, you want your design to be coherent with what you are selling. If you do this right, the chances of engaging with an audience searching for the kind of products you offer are better.
Picture this: your very serious grandfather is shopping for a brand new luxury sofa online. He opens a website full of bright colours; a massive clash with the moderate, luxurious item he is searching for. He’s out of the site in a second or two, back in a digital jungle searching for his luxury item elsewhere.
Colours, pictures, fonts, everything ought to match and they should represent your brand and attract the clientele you aspire to have as your customers. Get to know your product You first need to know your product but also get to know your target audience.
Your Site Must Be Trustworthy
The website needs to inspire confidence in prospective clients. When you get to the checkout process, a design that looks professional will immediately erase most doubts a user might have.
Put yourself in your customers shoes: would you give a shady-looking web site personal and payment information? Likely not.
Make Your Site Transparent
Newcomers to your company will want to know who you are and how you operate quickly enough. Make sure it is easy to find contact information and policies for shipping and returns.
Make Sure Your Online Store Is Mobile-Friendly
This is no secret: it needs to be responsive, your e-commerce website.
Why? Here are some statistics that are striking:
It was used in 2018 by 79% of smartphone owners to make an online purchase.
40 percent of all e-commerce purchases were made on a mobile device during the 2018 holidays.
Inside a physical store, 80% of shoppers have used a smartphone to either look up product reviews or compare prices.
So yeah, people shop a lot on their phones, which is a great reason to build a mobile-friendly UX for shopping in itself.
But because Google has rolled out mobile-first indexing, you also have to realize that a sensitive website is one of the big ranking signals in Search Engine Optimization (SEO). When it comes to customer acquisition, SEO is not something to ignore, so this makes responsiveness mandatory for any good e-commerce website.
We’ll be revisiting mobile-specific architecture throughout the rest of this article so stay tuned!
How To Optimise A Websites Sales Funnel?
All great e-commerce websites should allow you to sell your products and services to new customers who know nothing about you or your company. They should be engaged and willing to engage in your website. Keep thi in mind when designing your ecommerce site.
Here’s the standard infrastructure for online stores:
Each new move takes the customer closer to conversion, which reflects the purchase of an item in this situation. As the creator of the website, the aim is to reduce the psychological barriers as much as possible between each of these steps. You would like to ease a user’s passage from one stage to the next.
I’ll break down these steps with the design needs for each of these pages that you should consider.
eCommerce Sales Funnel Design Tips
I’ll go down the ecommerce sales funnel in the following sections and show you how your template can lead users through it.
It is vital you bear in mind that a successful ecommerce website can not be designed in a single way. What follows are suggestions and items that are meant to appear on it. Whatever you want, you should include these elements; go nuts with it! Be creative in the manner in which you create a unique experience that fits your product.
Whether you market a single product vs multiple products depends on any of the following elements. Obviously, in both cases, the architecture is not exactly the same. To keep it stable and coordinated, a site with thousands of pages would have drastically different processes in place than an ecommerce site with just a few pages.
Nevertheless, here are a few theories that relate to online stores of any scale.
Any ecommerce website is expected to have several site-wide design elements. Some of these design elements help with general navigation and ensure that no matter where you are on the website, it is easy to get back to shopping. Others are present to illustrate to prospective clients that they can trust you.
How To Improve Navigation On Ecommerce Websites?
The first step to a good shopping experience is intuitive navigation. Note that at all times, it’s all about quickly locating items and getting the requisite details at hand.
Design Better Menus
Depending on how many different kinds of goods you sell, use drop-downs for sub-menu items. Using general words to segment product items for clarification.
Put A Visible, Prominent Search Bar on Every Web Page
Here’s a case of something important only if there are a lot of items on your website. It’s just noise, otherwise. But it can help users find exactly what they are searching for more easily, where necessary. They should be able to browse categories of items as well as individual products.
Shopping Cart Icon
Not only should it be accessible from any page on your website, but the icon should also indicate at any time how many things have been added. By clicking on the button, users can return to the cart and access the checkout. By allowing a cart preview when a user hovers over the icon, you might even drive it further. You may also want to repeat the call-to-action for a single-product website on each page or at least, on most of them.
Building Confidence In Your eCommerce Store
Display Logos That Are Known & Trusted
This is not always true once again, but if your website sells major brand names, you can display it whenever possible. These logos will earn the company prestige because they are associated with market leaders. It also activates a significant signal of user engagement that I listed earlier: confidence.
Display Testimonials of Customers
It’s human nature to follow social facts. In e-commerce, it’s an especially powerful idea. To show them testimonials praising your services, you don’t have to wait for a customer to land on a product page. On most websites, customer testimonials can be found, usually in the footer, to not compete with the core content.
Contact & Required Company Details
Any details needed to address the questions of the key users is also found in the footer of each page of your website. First & foremost, you want to specifically disclose your contact details. It’s crucial that customers feel that joining you is simple and that you are clear in your channels of communication. Other items to add as links to your footer should be considered:
- “About Us”-let your customers know more about your organization and your team members. In this digital landscape, it is still good to establish a human connection.
- Return policy
- Delivery information
eCommerce Homepage Design Trends 2021
An eCommerce homepage is your first opportunity to make a good impression, much like the first seconds of a blind date, so do not waste it. It’s the place for newcomers to see the brand so it’s good to have a fdesign that is on trend. In a matter of seconds, these new visitors should be able to understand the heart of your business and feel attracted to your brand.
But you do not want to throw them into a product frenzy too easily either. In fact, let’s just establish a blanket rule here: don’t make a product listing for your homepage.
Then what is your homepage meant to consist of? Here are some eCommerce website trends that will never die!
Make Sure You Have An Eye-Catching Title
In catching the interest of consumers, a well-structured expression that includes what the product(s) is about will go a long way. It’s also the position where you can go on with any sale or promotion.
An Excellent Call-To-Action
A Call To Action that is totally relevant to the product(s) that you sell should be followed by your title. Find a formulation which is close to your identity as a brand. Pass on any too boring or just generic CTAs.
Images that capture the use of your products
Do I need professional photography to be specified here? High-quality images demonstrate professionalism and inspire confidence in the minds of consumers. A picture is worth a thousand words, and given that online shoppers never have the time for a thousand words, give them a lot of pictures.
Include best sellers of featured product
Your homepage should not be a list of products, but that does not mean that your best items can not be featured on it. Think of it this way: if you had a physical shop, what are the products you would showcase in your window? For particular holidays, events or seasons, they can be either best sellers or featured products.
E-commerce Web Page Design Examples
What Do You Need To Include On Your eCommerce Site?
Shopping Time: Listing Page Design
Users typically access a listing (or catalogue) page via the search bar or by navigation by selecting a product category. It also means that they’re beginning to become curious. That’s where they’ll find a listing closer to their actual need for any product associated with the group.
Of course, it may not be appropriate to break them down into categories if you just sell a couple of items. In that case, all the things you sell will be included on the listing page.
In these types of pages, here are some design tips you can try to include:
Your Introduction Category
A quick introduction to your catalogue page will quickly let consumers know if they are in the best place to find exactly what they are looking for. In your category presentation, you can’t afford to make them waste time searching unsuccessfully, so be straightforward and transparent.
Allow Functions For Filtering and Sorting
Once again, when shopping for a particular object, it’s all about the final aim of simplifying the lives of consumers. You can allow filtering and sorting, even within a single category. The more goods available, the more critical this element is. Do not hesitate to add different sorting variables, such as colours, price range, sizes, brands, etc.
In UX growth, there is a saying: “more options, more problems.” Between too many filters and not enough, there is a sweet spot to hit. Bare in mind that filters are there to support, but they do not have to be reliant on the page. “Also, if there are no results for the filters applied, don’t just show a blank page to users saying: “Sorry…
Use this chance to keep the client on the website and try something else.
Bestsellers & Ratings Spotlight
Another opportunity to showcase your best products here is offered to you, so jump on it! By putting them higher on the list or giving them their own featured spot, highlight the items you know your customers enjoy. Plus, why don’t product review scores appear on your catalogue page next to each item? When it comes to shopping online, social evidence is a strong, tempting force; here’s a good chance to profit from it.
Display the availability of stock
This one is more of a test of prevention. You don’t want consumers to find out at the last moment or at the counter whether an item is out of stock. Displaying them on the listing page right away will help you prevent consumer confusion down the line. Plus, it can be an excellent opportunity to purchase quickly in cases of restricted launches or amounts.
“When designing your listing page, one more question to ask yourself: “Do I list my products in a grid view or in list view? Well, you know that there is no straight answer, but that both of them serve different purposes.
For items that require longer explanations and detailed information, a list view is best suited. There may be goods that are technological or high-end.
For items that need more of a visual appearance, without much detail, a grid view on the other end is a good match. This format also allows a fast comparison of side-to-side items.
In case you want to know more, AB Tasty has an excellent guide on how to improve your product listing pages.
Getting Close To The End: Product Page Design
Everything’s going so well; you’ve gone all the way down to an individual product page for potential buyers. The buy button is right there the sale is so close, in their face yet so far. Many many things here can always go wrong. Buying a product that you can’t physically see, touch or try out is where the toughest psychological obstacle to overcome occurs.
This page has to be as close as possible to a real shopping experience to ease the passage to the next level. This implies that images, explanations and specifications should be adequately detailed so that a customer feels secure in putting his money on it and getting what he pays for.
So What Are The Ecommerce Web Design Trends?
For a long time, the UK e-commerce market has been a world leader, with reasonable wealth in the region, rapid technology adoption, and supermarkets and department stores joining the early online shopping revolution. This early entrance into the e-commerce space means that the UK has enjoyed an online shopping community for a long time, and this culture has powered innovation in e-commerce and high-tech adoption among companies and consumers.
The retail in the UK has been slowing down for some years since the announcement of Covid-19 lockdowns and shop closures the retail sector has further slowed down, and many people have become more reliant on online eCommerce to buy the things they need. In 2018, the e-commerce industry reached EUR 175 billion, which is projected to hit EUR 200 billion by the end of this year.
While many of the UK’s leading e-commerce sites are local sister sites of their US parents, thanks to a range of large retailers, a wide variety of niche e-commerce sites and excellent consumer business conditions, the local UK e-commerce market continues to flourish: 95% of people are online, and an estimated 87% are shopping online.
E-commerce market conditions in the UK look promising and are only expected to get better.
It’s predicted that almost 75 percent of US households will have smart speakers in their homes by 2025. This indicates that incorporating voice search into your e-commerce platform is extremely important.
Emerging technology and advanced devices have made quite an impact on the industry, devices such as Amazon Echo and Google Home with Google. The accuracy of these devices and ease of use mean that individuals are getting increasingly used to voice command features on websites and apps.
In 2021, the increased use of mobile applications and voice assistants will raise the number of omnichannel clients even further. Ensuring your ecommerce website is ready you will need to ensure your site and app can adapt to all devices and platforms.
AI and AR Technologies
You will be able to offer a highly personalised experience for your customers by using artificial intelligence in your online eCommerce shop. By referring to the buying history of consumers and evaluating their shopping habits you will be able to utilise AI simulation which will let you assess consumer behaviour on your site and will explain which products your customers are more likely to buy and the reasons why.
What Are The Best Ecommerce Sites on The Internet?
It helps to know the major players in order to gain an understanding of the e-commerce market in the UK. The UK top eCommerce consists of a combination of US mega-brands such as eBay, Amazon, as well as UK mega-brands from offline retail origins, such as Argos and John Lewis, as of December 2019. This is then paired with the purists of e-commerce, including Asos, who make up the mixture that is characteristic of UK e-commerce.
The domination of markets and brands competing in a wider variety of categories is what is evident. You should always keep in mind that there is an active market for niche sites with a devoted customer base, outside of the following top sites.
We have analysed the best performing e-commerce sites in the UK using SimilarWeb to bring you the top 10 highest ranked sites.
The estimated amount of visitors per month: 220.7 million
Unsurprisingly, the UK site of Amazon is the UK’s top-ranked e-commerce site, the UK’s 4th highest-ranking site in all categories and the world’s 42nd highest ranking sites.
Amazon has grown to super-power, beginning as an online retailer, now leading most categories of e-commerce from technology to clothing and most recently it has become famed for its prime now food delivery services, handmade items and fashion.
Number of monthly visitors estimated: 146.3 million
For a long time, eBay has known itself as a platform for the purchasing and selling of electronics, vehicles, fashion apparel, collectables, sports goods, digital cameras, infant products, coupons, and everything else that individuals want to buy online.
This broad range of deals means that it encompasses a number of categories, such as Amazon, which draws clients from a variety of different demographics.
Number of monthly visitors estimated: 33.75 million
Asos is a British online retailer of fashion and cosmetics that was established in 2000 and has since become a worldwide fashion e-commerce favourite, ranking 5th in the worldwide category of lifestyle/fashion and apparel.
Today, Asos sells over 850 products, has its own collection of clothes and accessories, and ships from its own fulfilment centres in both the UK, US and the EU to more than 190 countries around the world. The demand for products from Asos comes mainly from young adults from every part of the world.
Number of monthly visitors estimated: 26.97 million
Currys PC World began as a computer store and has since become one of the largest e-commerce sites in the United Kingdom, covering a wide variety of TVs, washing machines, cookers, cameras, laptops, tablets, and more.
Curry’s provide free home delivery as well as online reservations and in-store facilities for both online and offline shops. They rank 9th in this category, specialising in computer electronics and consumer electronics/technology.
As the e-commerce market continues to expand and those who have resisted begin to change their purchasing habits to migrate online, customer spending will be maintained by the sites most willing to appeal to all categories and demographics. This involves websites selling goods through affiliates or through extending their own lines.
Number of monthly visitors estimated: 14.85 million
Gumtree was the UK’s first free classified advertisement platform, enabling visitors to buy and sell products from vehicles all the way to houses, and even find or offer local work.
Gumtree is still the number one classified website in the UK today, and it is used every month by one in three adults. It is the top-ranked in the business category as a marketplace for buying and selling products, or exchanging jobs or apartments.
Number of monthly visitors estimated: 13.44 million
Argos is one of the largest digital retailers in the United Kingdom, selling over 60,000 online and in-store items, including toys, clothing, electronics, appliances, jewellery, gardening equipment and much more.
They draw a number of clients from a wide spectrum of backgrounds, partnering with leading brands such as Bose, Beats, Dyson, LEGO, Nespresso and Samsung.
Number of monthly visitors estimated: 11,03 million
John Lewis discusses everything from homeware, decor, and design trends in the new season, to beauty goods, electrical products, and even optometry and financing.
The online and offline shopping giants are now expanding to Australia and the Republic of Ireland from the UK. They draw clients with their varied selection of items across categories.
Estimated number of visitors each month: 9,346 million
Tesco is a UK supermarket chain of 3,400 outlets nationwide and the UK’s number one flourishing e-commerce arm for the food and drink category in the UK.
Tesco has spread to apparel, finance, telecommunications, and more in addition to groceries, making them a leader across a wide range of markets, drawing clients from most backgrounds.
Number of monthly visitors estimated: 8,843 million
Marks & Spencer is the one-stop online department store offering a variety of items to consumers, including clothes, household, furniture, cosmetics, food, wine, flowers and gifts. Free delivery, shop collections and returns are offered by them.
Marks & Spencer shines in fashion and clothing, but they have also branched out into M&S Bank, M&S Resources, and M&S Opticians, making them a market-wide rival.
Number of monthly visitors estimated: 6,936 million
Asda is an e-commerce store that sells fresh food, as well as George Apparel and George Home product lines. They also supply insurance, all delivered to the door of their client, saving money and time.
For families, Asda is an e-commerce platform that meets all of their needs in one location. It is the food and drink/grocery category where they rank the best, coming in at number two, though they offer a variety of products.
It seems that while the future of eCommerce looks bright, those of us who sell online on our own websites will need to do a lot to get up to date with the latest web design trends that customers will really benefit from. Though it’s time consuming – updating your website to reflect the latest web design trends and tactics is an investment and will put your company at the forefront of the 2021 technology revolution.
We hope you enjoyed this how to guide and hope the web design tips we’ve provided go a long way to helping you and your eCommerce business become more successful online. Take a look at our other blogs and articles for more help on web design – for all kinds of websites.