For any business using quality ecommerce software as the foundation for a digital storefront, there are a number of tools at its disposal to increase its customer appeal. One of the easiest methods to draw in new clients is by having a clean and easy-to-use interface. Conversely, a quick way to drive away potential customers is by having a clunky and confusing website. According to a study conducted by economics researchers at Indonesia's Satya Wacana Christian University, 50 percent of all potential online sales are lost because shoppers have difficulty finding the products they want. Improving an ecommerce business' website interface is a quick and easy way to make a good first impression with prospective clients.
Although it is good practice to operate a business with the goal of standing out from one's competition, website interface is not the best area to implement this practice. The study found that internet users expected 77 percent of the more basic website design elements to behave in a specific manner. As ubiquitous as the internet has become, it can be easy to take for granted how unwieldy new developments can seem to users. In order to appeal to the broadest audience, taking a simple and time-tested approach to web design is ideal.
Internet marketing expert Roman Viliavin, in a recent Business 2 Community article, weighed in on what practices should be used when crafting an ecommerce website. He stressed the importance of simple, user-friendly features. For instance, businesses may want to consider keeping the search bar within the visitor's line of sight at all times. The less a customer needs to look for basic tools like a search bar, the less likely he or she will be to abandon the site. Viliavin also suggested keeping category and subcategory pages free of clutter. By clearing out extraneous information, businesses can both provide customers with an easily navigable experience and ensure that they are only being presented with the most pertinent information.