Whilst ecommerce website designs can often look the same to the naked eye, the amount of work that goes into designing a site that converts visitors is mind blowing.
From user experience to product imagery and copywriting, the best ecommerce website use the perfect blend of storytelling and product. In a crowded online market, retailers are using their unique brand values and stories to engage new audiences and convert visitors to loyal customers.
What makes the perfect ecommerce website design?
Website design is more science than art.
Whilst your site needs to look great, the main purpose is to drive sales and brand loyalty. Crafting an ecommerce site starts with the customer in mind and aims to create a seamless buying experience from first landing on the site to product discovery to purchase.
The perfect ecommerce website design creates the simplest journey from discovery to purchase, making sure the visitor has all the information they need in a digestable format.
3 basics to get right with ecommerce website designs:
- Easy to navigate: website navigation is somewhere a lot of sites fall down, make it easy for your visitors to find what they’re looking for
- Great product imagery: poor website photography is a definite no for any ecommerce brand – the perfect blend of product and lifestyle phorographs is needed to engage and convert potential customers
- Social proof: user generated content from social media is gold for ecommerce store owners, by using customer imagery you add life and trust to your brand image
Sustainable fashion brand Thought is a great example of how to do sustainability marketing with your website. Scroll down on their home page and you’ll see various storytelling points around the brand and the materials used to make their clothes. Click through to product pages and the site makes use of a full width layout to include “you may also like” recommendations and product photography.
Another sustainable women’s wear brand shows us how to do online merchandising with their site. Grouping product categories and collections makes the site easy to navigate. The chatty and to the point copywriting style engages their target demographic market perfectly.
Product pages can often look the same across website designs. Swap out the logo on mainstream sites and you could be looking at any of their competitor’s product pages. Boosted have the a balance of product information and high quality photography with hero image banners to engage and convert product page visitors.
Warby Parker is a great example of a brand with a purpose beyond profit. But we’re not here to talk about Buy1, Give1. The Warby Parker website is the perfect example of an easy to navigate user experience. Segmenting male and female styles is front and centre across the site from product imagery on the homepage to menu navigation.
Looking to work with an ecommerce web design agency?
European retail giant H&M has got ecommerce right. A complicated inventory list and huge collection launches are no problem for this site by using a consistent layout and site structure. A highlight of the site are product pages, using user generated content and recommendations they are able to engage their visitors and help them imagine how it would feel to own the product.
Think ethically made backpack, think Ethnotek. A heavy focus on storytelling fits the brand perfectly. A mix of copy, imagery and icon design helps tell the story of how their bags are made and how they’re different to other retailers. Using social proof like “featured in” and client testimonials helps build trust for a product edging towards a premium online price point.
Another great example of how to do homepages is the Rent the Runway site. Using icons and categories to instantly direct visitors to the page they’re looking for. By grouping products by use i.e. night out and work, they’re able to tailor content to the needs of their potential customer.
Calls to action are an essential part of ecommerce website designs, the Add to Cart button on the Bellroy site is the most noticeable element on product pages. Opting for a different colour background also differentiates the page from others when visitors have multiple tabs open in their browser.
Differentiating between exploring and shopping within the navigational menu allows Bugaboo to segment their audience based on how ready someone is to buy a pushchair. The use of imagery in the menu also enables visitors to see product sizing and style without clicking through to product pages, reducing bounce rates and lost visitors.
What do these ecommerce website designs have in common?
All of these ecommerce sites are easy to navigate and blend storytelling and product. The best ecommere stores grab your attention and make it clear from the moment you land on the site who they’re there to serve.
But perhaps the one thing all of these sites do best is knowing who their customer is. From copywriting to imagery and product selection these sites know exactly who they’re trying to convert and do everything they can to engage, convert and win them.