ecomm

Shopping online can be a great experience, provided the store does not force its customers to step out of their comfort zone. It should mitigate stress and provide order to complexities.

An ideal store provides a resourceful range of products, quick comparison between all the competing items to single out the best product for the checkout process. However, it can be a little upsetting for the customers if the process is not designed correctly. The customers can have a whale of time if the store is engaging.

More than 45 per cent of ecommerce merchants face difficulties in managing their store, keeping up with trends, and running their underlying infrastructure. Do you too face the same hurdles?

All market research and statistics boil down to one conclusion – improving the customer’s experience, which is largely dependent on the website’s architecture. Is your e-commerce store built for success?

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Do you consider your website design the reason for poor store maintenance? If yes, or even otherwise, here are six elements of an ideal e-commerce store that one should cultivate to increase the look-to-book ratio.

Simple and functional site mapping

Excessive clicks and unrelenting categorisation of products can annoy the customer. Therefore, make your navigation simple and functional. However, prevent from overdoing the same. Make the options clear and justified. Try to limit the menu from four to seven, with three or fewer sub-tiers. Allow customers to narrow their product selection by eliminating irrelevant search results. Help them refine their options.

Best quality product images and video

Customers want to see what they are buying. Show the product image with multiple camera angles allowing customers to see what the product will look like. Moreover, images of models wearing or using that product may hook customers and help them stay tuned to the site. Also, showcasing all of it in a video format will give extra credits to the product (and store).

Easy-to-reach search bar

The search bar on the website is used more than anything else. For example, when customers are brought to your site via advertisement, the search bar is the first place they will visit to look for similar items. Hence, try to make it easy-to-reach for customers. It will help to keep customers on your site for a longer time and the look-to-book ratio will increase.

Quicker checkout route

Get rid of forced login or registering on the site to finish the checkout process. This will put a wall between customers and your goal.

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After collecting their personal information, card details, you can ensure the purchase process by asking customers to ‘checkout as guest’ or ‘proceed as guest’- in case they have not registered or do not want to register. Ask only for the information required to fill the form, with lesser field lines. This will make the customer happy and accelerate the ongoing purchase process.

Page-by-page progress indicator

While filling information online, customers are impatient, so provide them with a page-by-page progress indicator to help them know how far or near they are, to completing their purchase. You can use horizontal 1-2-3-4 progress indicators.

Clear checkout error notifications

Make the error message simple and easy to understand for customers. Customers get annoyed if the servers fail to make the desired purchase. The customer may try again a second time, but is less likely to try a third time. So, if you do not want to lose such potential customers, make errors clear to the customers.

Remember that complexities trim down conversion rates. Hence, try and bring order to the complexities. Start your e-commerce store on the right foot by following the guidelines mentioned above, for a successful e-commerce design.

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The views expressed here are of the author, and e27 may not necessarily subscribe to them. e27 invites members from Asia’s tech industry and startup community to share their honest opinions and expert knowledge with our readers. If you are interested to share your point of view, please send us an email to writers[at]e27[dot]co