Whilst eCommerce web design might seem pretty straightforward – all you need to do is display the products and prices, provide a shopping cart and payment portals, and you’re done – there’s actually a lot more to it. You need to ask yourself whether the website is going to reach all of your buyers at any given time – with so many different shopping styles and personalities out there, you can be sure that a simply design simply won’t cut it.
In this article, we have shown you how you can plan for the many different shoppers that your eCommerce web design is likely to encounter. We hope that you are able to convert browsers into buyers simply be understanding how each person thinks and offering them a solution.
▪ Impulse Shoppers
This kind of buyer doesn’t want to see all of the product descriptions and dimensions – they want images of the product in various colours, lifestyle images of people using the product, and testimonials or reviews that prove how much people love the product. To reach this shopper, you should use bright and bold colours, images, fonts and text. Hide the descriptions behind tabs – they can be clicked if needed.
▪ Detail-Oriented Shoppers
This kind of buyer wants to know everything they can about a product before they make a purchase. To reach this shopper, you should ensure that all information is easily accessible. They will consider the pros and cons, read all of the descriptions, check social media for other opinions, and even order samples (if this is possible). Other elements to consider are FAQ pages, suggested links and even tutorials.
▪ Hesitant Shoppers
This kind of buyer is probably the most difficult to serve – they’ll often put items in their shopping cart before abandoning it or add a bunch of items to the cart before removing all but one, and they’ll sometimes make a purchase. To reach this shopper, you should provide a wish list – then send them reminders or let them know when the process are on sale. Coupons and discounts can also be great incentives.
▪ Paralyzed Shoppers
This kin of buyer becomes overwhelmed by all of the choices available, often causing them to move along quickly. To reach this shopper, you should include plenty of filters and also keep in mind that buyers often rely on you (as a brand) to make a lot of their decisions for them. So, be picky about the products that you offer and then ensure that you have filters (such as colour, size and even length).
We hope that our outlines of the four main buying styles above has helped you to create an eCommerce web design that calls to them all. Whilst you should certainly begin with a simpler approach – products, prices, shopping cart and payment portal – you should also consider what is likely to get potential buyers over the line and clicking “submit”. To be sure that you have all your bases covered, it’s important that you seek a professional’s help.