If you think about the last time you bought something online, were you purposely aware of the website’s design? If the design was done properly, you most likely weren’t. The design stood back and let the products take the spotlight, quietly making your buying experience more smooth.
On the other hand, think about a time when you exited an ecommerce store annoyed or frustrated. You probably gave up your purchase before even adding products to the cart. Bad design will leave potential customers confused and maybe even angry, costing you a potential sale. This is why good design, matters.
You might not have experience or be able to point out what makes a design, great. However, you can subtly appreciate that it does the job. Ecommerce design involves so much more than merely appearance, it also includes how it works and helps you navigate from section to section and from page to page. Great design tells you a story and evokes a certain emotion or mood in the potential buyer. Which means it creates harmony between the visuals of your design and your website’s function or objective.
Keep it clear and simple
People’s attention span on websites or any form or digital content is growing shorter, which means your website design needs to be clear, concise and engaging. As soon as someone lands on your ecommerce store, they should be able to identify where they are and why they should stay.
Three simple UX elements that can help accomplish this are:
- A hook. This should answer who you are and why they should be interested in your company, but keep it simple yet interesting.
- Make it simple. Make sure your designed is well informed and up to date on the best UX practices. A customer has higher expectations regarding ecommerce websites than any other, which is why your design should adapt accordingly without compromising your brand.
- Consistency is key. Keep the buying experience, from the beginning until the end of the purchase process consistent with your brand messaging.
Keep new and existing customers engaged
New customers might want to try to relate with your brand’s story and see how much (if at all) it matches their own values and beliefs.
This is why your Jewelry Store website should have a mix of commerce and content in order to cater to new and returning customers. Make the most out of your About page and blog to form online trust and create a valuable connection with your clientele.
Returning customers already know your brand, so they will have different needs when visiting your website. These users will most likely need to be able to filter your products and have more navigation options which makes their buying experience as seamless as possible.
Common Mistakes to avoid
The biggest mistake an ecommerce design can have is information overload. If you showcase everything in your inventory or all the information you have accumulated over the years (we know this may sound tempting), it might too much for new customers who will end up overwhelmed and go right back to where they came from.
It’s true that some customers will want to see your brand’s complete history, but those are very rare. Thus, it’s important to select your most relevant products and properly showcase these in a very visible area of your website.
Like we mentioned earlier, these potential buyers might not be able to identify why something doesn’t feel well designed, but they can feel it. You have probably noticed that the industry is shifting towards niche markets, which means that you as the seller, must understand your niche’s needs and wishes. Great design will feel relatable and evoke an emotion in the buyer, which will remain with them even after making a purchase.
What to consider when hiring a designer
Experienced designers will be capable of designing anything, no matter the medium. Novice designers will most likely focus on a particular medium.
If you’re considering a brand redesign, you will definitely be in need of someone more experienced. Especially since the Jewelry industry will very often require an ecommerce website or app, you will need a designer with a very specific set of skills.
A designer will be able to find ways to improve your website that might not even realize you need. When you’re already working on your website daily, focusing on building your client base and getting customers to visit it, you might need a fresh pair of eyes to assess much needed improvements. Professional designers are used to seeing your brand and website as so much more than just a day to day job.
This is why in order to get started with your Jewelry Store’s Website Design, contact 4Spot Marketing today. You can email us at Info@4SpotMarketing.com or call us at 702-721-9763. We offer a free consultation to determine what approach will serve your company best.