eCommerce web design and development London

Planning for successful eCommerce web design and development

Before starting any eCommerce web design project it is essential that you and your web design agency have planned and agreed on all major aspects of the user experience (UX). This defines how visitors to your online store find and locate the products they are looking for, interact with them, add them to their shopping cart and finally make a purchase. Creating a seamless user journey will help maximise conversions and deliver an eCommerce experience that visitors find intuitive and rewarding. Get this wrong and you’ll frustrate customers and send them running to your competition. ID Studio Web Agency London has a lot of experience in eCommerce web design and development. Here we give an overview of how we approach eCommerce web design and development and areas that should be discussed.

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A mobile first approach to eCommerce web design and development

Having an eCommerce web design that works across smartphones and tablets is not enough as that’s now the norm. You need to ensure that your eCommerce store considers the mobile user at every level. From product search to the checkout process, you need to make the mobile experience native and intuitive.

eCommerce mobile device purchases hit $700 billion in revenue during 2017, which represents 300% growth over the past four years.

Filling out forms on a phone can be a painful experience at the best of times. Allowing users to register using their Google or Facebook profiles can help remove this barrier. One click purchasing using digital wallets removes the need to hunt around for a credit card and then enter all your information. Amazon Pay, Apple Pay, PayPal One-Touch and Visa Checkout are just a handful of services that allow visitors to your eCommerce website to check out and pay with minimal fuss.

Not everyone will be looking to make multiple purchases at your eCommerce store and want to register their details. Guest checkouts will offer a quick and painless way to serve those customers who are looking to make a one-off purchase. You can always give them the option to create an account once they have completed their transaction.

eCommerce cart abandonment rates have been rising year on year and hit 69% in 2018. In order to keep this worrying statistic down, you need to ensure your eCommerce checkout process is as simple as possible, especially for mobile users.

Ensuring your eCommerce website is properly optimised and loads quickly across all platforms, including mobile, is fundamental helping to reduce your bounce rate. In 2017 Google found that as page load time increases from 1 second to 10 seconds, the probability of a mobile site visitor bouncing increases 123%. This can be seen in the infographic below:

phone

As page load time goes from:

1s to 3s the probability of bounce increases 32%
1s to 5s the probability of bounce increases 32%
1s to 6s the probability of bounce increases 106%
1s to 10s the probability of bounce increases 123%

Mobile traffic to websites has already overtaken desktop traffic and it will not be long before mobile eCommerce sales equal those made on a desktop. There is little doubt that this trend will continue with mobile eventually overtaking desktop sales.

Google puts so much importance on mobile that they now only index the mobile version of your website for their search engine. This mobile version is used to rank your website for both mobile and desktop search.

It is for these reasons why ID Studio Web Agency design and develop eCommerce websites from a mobile-first perspective.

Personalised eCommerce experience for individual users

Traditionally eCommerce websites used generic upselling and related products to generate additional sales. Whilst useful, the practice treated all visitors to your eCommerce store the same and assumed they had similar buying interests. ID Studio Web Agency modernises eCommerce development to display personalised product recommendations based on the individual customer’s own unique reactions at different data points. These data points typically include:

  • Search Queries: Recommend products based on what a customer has previously been searching for
  • Purchase History: Recommend products based on a customer’s past purchases
  • Customer Segments: Use purchase histories of customers with similar demographics to recommend related products
  • Shopping Cart: Recommend products based on the current contents of a customer’s cart or wishlist
  • Social Behavior: Recommend products based on product rating, shares and likes
  • Geographic Location (also known as localisation): Suggest relevant products based on local and regional considerations

By creating a smart eCommerce system and building a picture of each customer we can look to more accurately match products that individuals are more likely to be interested in and purchase.

Driving customers to your eCommerce website

Once your new eCommerce website has been designed, developed and put live you need to focus your attention on driving qualified customer via various digital marketing channels. ID Studio Web Agency can advise and work with your in-house team or setup and manage these various activities on your behalf. Digital marketing channels generally fall into the following categories:

  • Retargeting (or remarketing): Retargeting looks to re-engage with people who have already visited your website. You can retarget using both Google and Facebook and the results can be extremely impressive. The main types are retargeting are;
  • Abandoned carts: this is when a potential customer adds items to their shopping carts and abandons it during the checkout process. This can be due to a number of reasons, luckily it is easy to get back in contact and give them a nudge.
  • Cross-sell and Upsell: is when you target customers who have already made a purchase with other relevant products. See the section on ‘Personalised eCommerce experience for individual users’ above for ideas on how to make this even more effective.
  • Your email database: this can be used to create a custom audience on Facebook so that you can target them directly. Organic SEO: You can drive an insane amount of traffic to your eCommerce store by appearing high in organic (natural) search results for your products. Organic SEO is not a quick fix and needs to be looked at as a medium to long term eCommerce strategy.
  • PPC Advertising (Pay Per Click): An poorly managed PPC campaign can burn money like nothing else, however, if you get it right it can deliver sales by the bucket load. The main two are Google and Facebook. What’s unique about Facebook is the sheer amount of information they hold on everyone. This allows marketers to really drill down and target a specific audience;  based on gender, age, job type/title, geographical location all the way through to their hobbies, interests and income. This allows you to specify exactly what type of person sees your adverts and can result in a far higher return on your investment.
  • PPC Advertising (Pay Per Click): An poorly managed PPC campaign can burn money like nothing else, however, if you get it right it can deliver sales by the bucket load. The main two are Google and Facebook. What’s unique about Facebook is the sheer amount of information they hold on everyone. This allows marketers to really drill down and target a specific audience;  based on gender, age, job type/title, geographical location all the way through to their hobbies, interests and income. This allows you to specify exactly what type of person sees your adverts and can result in a far higher return on your investment.

Driving customers to your eCommerce website

There are various eCommerce platforms available to you and making the right choice is extremely important. As your web design agency, we will discuss the pros and cons of each. One of the first decisions you need to make is whether you are looking for a completely bespoke solution or to tailor an off the shelf eCommerce package. The main considerations will be budget and the eCommerce functionality you require. As you can imagine, building an eCommerce website from the ground up is a costly and time-consuming process. Whilst a bespoke solution offers complete freedom in terms of design and what can be achieved on a functional level, an off the shelf solution like WooCommerce might be a more realistic option if you are starting out or have a limited budget.

If you require unique functionality and/or integration with many different back-office, wholesale, packaging, accounting, CRM and invoicing systems a bespoke eCommerce website might be your only viable option. In this case, ID Studio Web Agency would recommend Laravel, an open source framework that offers us complete freedom and flexibility to design and code any type of eCommerce system that you require. Every aspect of the eCommerce platform, from UI and design direction through to the check out process can be tailored to your precise requirements.

If you are a startup venture or have a fairly standard set of requirements, an off the shelf eCommerce solution might be a better fit. Whilst we can still deliver a unique design there are various rules we have to follow in order to conform to the general workings of the platform being used. You will generally have less choice and freedom in terms of how the shopping experience will function, but unless you need core modules to function in specific ways, this might not be an issue.

Another consideration is the time it will take to design and develop your eCommerce website. Whilst an off the shelf solution could be live within 1-2 months, a fully bespoke eCommerce system could take twice that amount of time and potentially more, depending on the size and scope of the project.

ID Studio Web Agency, eCommerce web design and development in London

ID Studio Web Agency are a London based web design agency that has vast experience in the delivery or effective eCommerce solutions. Please find below examples of eCommerce web design and development projects and get in contact to discuss your project.

WOW Toys

WOW Toys

Be prepared to get WOWed by this awesome new eCommerce website we have designed and built for London based WOW Toys.

DigMe Fitness

DigMe Fitness

Internet Dreams Studio are proud to be a part of the web design and eCommerce development for this exciting new London start-up.

Thorsager

Thorsager

A beautiful fashion eCommerce website, featuring an extremely flexible, bespoke Laravel CMS.

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