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Your online store is your only chance to prove the value of your brand to your customers.
To do this, you need to give customers a reason to continue shopping from your ecommerce site and not from your Amazon channel (where you are losing out on equity and lifetime value).
Add to that the fact that 48% of Internet products search in the United States. get started on Amazon and sell the only store that sells in your vertical – and you begin to realize how competitive your market visibility is.
Amazon is the best in class for convenience and price. CrazyEgg recently pointed out what it is all about, Amazon is beyond price and convenience (though convenience reduces the overall Amazon experience) that keeps customers engaged.
These reasons include:
- Amazon is getting personal.
- Payment is easy.
- Social proof – a lot.
- Pictures, videos and product descriptions.
- Upgrade and cross-sell.
- Convenient filtering, navigation and search.
But a ton of people are giving up on Amazon to buy channels for ionic brands with ions.
In the Digital Commerce 360 study, consumers reported the following reasons why they buy from brand sites on Amazon:
- They want a sense of belonging.
- They are looking for knowledgeable employees.
- They want simple return policies.
It’s clear: If you want people to visit and buy from your site – where you can control the aftermarket experience, unlike Amazon – you need a conversion-focused design that makes visitors feel like they are part of a community and I can trust you .
To guide you and inspire you to do so, we teach the 22 most affordable website designs by traditional marketers and digital marketers. These sites implemented the best design trends in 2018 to drive traffic and increase growth for their businesses.
These sites capture the attention of visitors, provide a sense of belonging and community and drive increased MM sales.
These stores were evaluated by a panel of judges, including:
- Jimmy Duvall: Chief Product Officer, BigCommerce.
- Eric Yonge: CEO of EYStudios.
- Kelly Wenzel: Director of Global Marketing, Amazon Pay.
- Chris Coyier: Co-founder, CodePen, podcast host, ShopTalkShow.
- Richard Lazazzera: Founder, Better Lemonade Stand, Advisor, Sourcify.
- Tom Berno: Founder and Creative Director, IdeaTwentyOne.
The winning pages and finalists fall into the following 4 categories:
- Best complete ecommerce website design.
- Best New Ecommerce Web Design.
- Best Ecommerce Website Design.
- Best design for customer experience.
You’d rather dive inside.
Best Ecommerce Site Design 2020
- New chapter.
- Blessed is the world.
- TRUE linkwear.
- Cutter & Buck.
- Azteca Soccer.
- The Zugu case.
- Signal amplifiers.
- Clothing Physiq.
- Rusty Surfboards.
- Home science tools
- Customer Barres.
- KOI Computers.
Best complete ecommerce website design
The best overall ecommerce web design is awarded to sites that manage to create a great user experience through branding consistency, mobile responsiveness and friendly UX, and a quick check-out process.
1. A new chapter.
Best overall design winner
The new chapter, the P&G brand, mimics the functionality of Digital Source Brand (DNVB) in terms of innovation, consumer engagement and overall e-commerce experience on their site.
From quizzes to packages and everything else, the New Chapter offers its clients and prospects a personalized, one-on-one adventure experience.
They also used rigorous A / B testing to create the best possible user experience.
According to the New Chapter team:
In less than a year, our store has transitioned from a $ 0 brand website to an advanced seven-digit channel, thanks to our outstanding page design.
Conversion optimizations were increased from startup state from approximately 0.4% to almost 2% using iterative testing.
Judge Richard Lazazzer on the overall victory of the new chapter of the new chapter
Content and content focused on a new chapter really help visitors understand the benefits of their products.
In addition, they employed a great use of categorization, allowing the visitor to choose supplements based on health needs or ingredients.
Best overall design finalist
Bliss has received its online entertainment, youth and energy channel through online channels.
Using bright colors, fun graphics and even gifs, the site encourages you to explore, engage and shop.
Judge Kelly Wenzel on Bliss World’s overall design
This site has a fresh, beautiful and eye-catching overall design. My favorite attribute is the color scheme and photos.
From the look to the color scheme and product images, the website design complements the brand’s promise that inner happiness leads to external beauty.
3. Bon Bon Bon Bon.
Best overall design finalist
Bon Bon Bon is an art chocolate company based in Detroit that is full of spirit and audacity.
When it wanted to expand its presence on wall and wall panels, Bon Bon Bon needed complete customization and customizable design to showcase its creativity and engage consumers online.
Originally, the Shopify site failed to provide the necessary adjustments and revenue assistance goals. The BigCommerce partner platform switch and redesign, Brand Labs, has helped the Bon Bon Bon team achieve their visual and UX goals.
According to the Bon Bon Bon team:
Working with web designers from Skidmore Studios in Detroit, Brand Labs has created a cute, user-friendly BigCommerce website that captures the spirit of BonBonBon products, Babes Babes Babes (working group of ladies, holding a CV in Detroit) and of course chocolate.
The team also created a great custom option called: Build Box Box.
This feature allows customers to choose their favorite treats, add them to a corrugated cardboard box and deliver them wherever they want.
I can even add one random bonus! for fun.
The ability to create and design an ecommerce store unique to their clientele is what holds this high-end brand to the fore for chocolate lovers.
From Bon Bon Bonus:
Launched in November 2017 at the height of the holiday season, Bon Bon Bon has seen a staggering 415% increase over the one year period since the start of sales through the holiday season.
The next big test came on Valentine’s Day where almost 6% of conversion rates came to Bonbonbon.com, resulting in a 74% year-over-year increase.
Judge Tom Berno on the overall design of Bon Bon Bon
This is an energetic and personalized website that does a great job of outplaying the template look.
It tells the great story of a do-it-yourself company in Detroit!
Best overall design finalist
Crossrope, founded by Dave Hunt, is on a mission to bring a fun and enjoyable jump rope experience to the masses.
In addition to being the only removable jump rope system on the market, they have a private fitness community of more than 75,000 jumpers worldwide.
This type of exercise phenomenon is more of a culture than simply a product – and the Crossrope website aims to tell that story throughout the site.
The Crossrope team describes their process:
We just started selling jump ropes. We provide our community with a fun and unique rope jumping experience they’ve never seen before – one created to help them achieve fitness results.
Over the past year, it has used a tremendous amount of resources to create websites that are enticing, entertaining, and different from what most fitness shoppers are used to.
We carefully adhere to every word of copy and html, every image, every website and every design element because we know that every touch that plays an important role in the experience we try to provide to our customers.
The goal was to create a website that would allow fitness enthusiasts to find a supportive community as they work toward their health goals.
Judge Chris Coyier on Crossrope’s overall design
I’m really interested in buying one of these things!
The site will make it clearer what the product is and how to buy it.
Best overall design finalist
Mountain achieved initial success on Amazon, as did other e-commerce businesses, but realized he would need a place where he could grow and collaborate with his online audience and build a capital brand.
They needed their own website with a great content management system, search engine optimization (SEO) capabilities, digital marketing, and were ready to provide consumer-focused experiences on mobile devices.
“In 2008, one of our t-shirt designs, the Three Wolves T-shirt, jumped in popularity, and her review on Amazon went viral.” Said Lindsey Reis, Marketing Director at The Mountain
“It became clear that we needed a website.”
Mountain does a great job of providing customers with an easy way to navigate their sites and providing a sense of urgency by including key coupon codes for specific customer segments.
According to Lindsey Reis:
Our customers like to save money, but we strive to be strategic about our offerings, what items we discount, who and how often – and all of these give priority to our most loyal customers. Therefore, we need special tools to successfully execute our promotions.
With BigCommerce, we can easily create unique coupon codes, which we use to boost urgency and get our customers to the point of purchase faster.
Judge Richard Lazazzera on the overall design of the mountain
It is always a challenge to organize a large number of products, but The Mountain does a great job with this, allowing visitors to quickly retrieve information and find out what they are looking for.
Mountain increases the conversion rate by one month by 33%.
Within 30 days of launching at BigCommerce, The Mountain recorded a jump in conversions! Read more about their story.
Best New Ecommerce Web Design
Some of the e-commerce sites below are brand new, online versions for small businesses, mid-market companies and businesses. Other websites are a new launch after a hard time working with former platforms.
All of these brands have been launched at BigCommerce in the last 12 months – showcasing the process of their design and UX combined with the complex needs and functionality of e-commerce.
Skullcandy’s place comes to life with great colors and product photos.
The design process and consideration of their audience were key to creating a website that would stand out among the competition.
According to the Skullcandy team:
Skullcandy pushes the boundaries in everything they do from their products, their music, their corporate culture, and without exception, to the BigCommerce platform for their digital e-commerce channel.
A recent effort at re-reform launched in February. The design was also raised to take more freedom within the full-service BigCommerce platform.
Another great aspect of skullcandy.com is the ease of use and the seamless flow of customer journey that attracts users every step of the way. By mixing branded product with product, you effortlessly gain a sense of the brand and quality of their products.
Designed as the first mobile experience to match the typical Skullcandy customer, the design is unrivaled at lightning speed.
Judge Tom Berno on Skullcandy’s Winning Page Design
This is a premium design that mimics the established brand.
Backstage Pass stories are a great content feature that works without a strong sale. Great presentation of photos and products.
Overall, a great case study of what the BigCommerce platform has to offer at its best.
2. TRUE linkwear.
TRUE linkwear has seen a revenue increase of just under 700% over the same period after switching to BigCommerce and improving its website design.
According to Justin from TRUE linkwear:
Last May, we moved our site from Magento to BigCommerce.
We worked with a development firm to create a custom theme that allowed us to have all the specific features we were looking for (e.g. drag and drop, popups).
Our internal design team developed the look and the site based on the design aesthetics we used to relaunch our brand.
We have achieved this without the tools provided by BigCommerce.
Judge Chris Coyier at TRUE Website Design Links
I love the homepage which makes it 100% clear what the product is and why I should be interested.
That’s great for me.
The product pages are cute too. The bad place the carousel actually works.
Also, the blog posts are very well done and it seems worth reading, which is rare for a site like this! Kudos!
Decibullz, with the help of DigitalHaus design agency, has been able to elevate their website to a higher level in the past year after moving to BigCommerce.
According to Decibullz’s team:
As a manufacturer and brand, it is important that our website converts at a high rate as well as displaying education and information about our products and brand for potential resellers.
With our new ecommerce solution, our site leverages a balance of marketing tools, lifestyles, and product and video photography to help educate our customers.
After 1 month at BigCommerce, we saw an increase in average order value of 35%, and our conversion rate increased by 6%.
One important factor in our new ecommerce plan was the fast and reliable website, while still being able to display large images and videos.
With the new website, the average page load time is reduced by 21% and we are actually using more pictures and videos than we had on our old site.
Not only did we increase sales on our website, we also made it easier for shoppers to find our products in-store at retail locations.
Judge Kelly Wenzel on the design of the Decibullz site
I appreciated the design-driven data, like the consistent two buttons on each page.
UX is simple, and photography is great, especially since it’s persona driven.
This is both a high function and high aesthetic website design.
4. Cutter & Buck.
Cutter & Buck have created a shopping experience that:
This allows Cutter & Buck to start selling their products to consumers in a self-adventure choice.
It allows its store teams, social networks and campaigns to work with brands on campaigns across different channels.
Judge Chris Coyier on Cutter & Buck site design
The CTA on the home page that made you choose men or women is smart.
Layered layering is also smart. Mega menus are good for a website with lots of categories – and for good reason!
Overall, this is a great example of a powerful, simple ecommerce website design and everything you need to get out of an ecommerce store (search, filter, referrals, etc.).
Cruisemasters wanted to re-introduce their brand and website with the goal of being as informative as possible, not just displaying products with price and adding to their cart.
This is most evident in the custom posting on the site suspensions page and other category pages.
According to Damien of Above and Beyond Web Design on behalf of the Cruise Masters team:
This website is quite complex, with a lot of moving parts and the customer wanted a lot more information oriented information pages. We also had a time frame of only 5 weeks to complete.
The site is fully customized and customizable in real time!
The product page is fully customized with multiple banners, titles and tabs, but the client can update them using the Custom Fields section of BigCommerce.
We also set up a store locator and train salespeople, adding to the capabilities of the support team.
Judge Richard Lazazzera on CruiseMaster site design
This is a great website and brand.
Product pages do a great job of highlighting the benefits through lettering and feature boxes.
JeepPeople is a brand for Jeep fans and their website is designed to keep their customers in mind.
They provide superior shopping features that help their customers through a personalized shopping experience to ensure the parts are in line with their jeep.
This tactic paid dividends for JeepPeople.
According to the JeepPeople team:
Designed and developed by wheelbarrow designers, JeepPeople moved from discontinued shopping experiences on the Shopify platform and increased its monthly conversion rate and sales revenue by 10.92% and 27.05%.
The customer experience is an important part of the goals of the business plan – to provide a more personalized shopping experience.
The custom “Fits Your Jeep” indicator lets customers see parts that work with their make / model across the site, and the “Install Difficulty” ratings are built into product cards so customers can sort and understand post-purchase requirements to get them. parts are easy to install.
The custom “Timed Deals” feature is built right into the theme editor of the website, allowing you to generate special flash sales for one or more products.
Viewing results and building new customer-centric features is a key growth strategy for JeepPeople as they carry out the process of continuous improvement through the cart design, growth design process.
Judge Jimmy Duvall on the design of the JeepPeople site
I really like the “difficulty setting” scale.
This site shows solid products and brands that make it easy to find the right jeep.
Best Ecommerce Website Design
Stuart McMillan, deputy head of e-commerce at Schuh, says the average e-commerce website generates about 30% of sessions.
This means that you need to clearly convey the expertise, reliability and community of your brand into this large cohort.
Optimized provides a list of elements that a great homepage should include, such as:
- An element of storytelling.
- Keep to the simple mentality (i.e. you always have to include * everything *).
- The video, if possible, describes who you are and what your brand purpose is.
- Social proof of customers and publications.
- Merchant options, especially for new products or other promotions.
The following brands have done a great job of implementing these and other conversion optimization tactics on their home pages.
Winner of Best Home Page Design
Azteca Soccer’s cover is alive with colors and great product photos.
They allow users to quickly and easily browse different categories or their top products on the homepage.
According to the Azteca team:
I decided to stay away from the typical feel of an online store builder and provide more specialty and boutique design experience. Focused on owning .svg elements and maintaining high quality images.
Users will be able to easily navigate and discover what they are looking for faster.
Judge Richard Lazazzera on Winning Aztec Homepage Design
This page shows the great use of bright product photos combined with lifestyle photos that get visitors exploring and clicking.
Best homepage design finalist
Fronks has a unique homepage that clearly shares who they are and the products they offer.
According to the Fronks team:
We used Stencil and partnered with our local Austin design studio, Folder, to create a super simple, clean and modern site that shows a sense of product and packaging.
Also, we have some fun interactive pieces that give a textile feel to the customer.
Judge Chris Coyier on Fronks homepage design
Intriguing! This is such a clean design. Not showing me the whole bottle really makes me click and see them.
The copy is beautifully clear and explains exactly what the product or service is. They make nuts and ship them.
Perfect simple message.
3. The Zugu case.
Best homepage design finalist
Zugu Case uses a long-format homepage to share important product features, key value propositions, social proof and more to encourage visitors to buy the product.
According to Team Zugu Case:
This is a unique design site designed to showcase a small number of products in a big way.
Judge Richard Lazazzera on the design of the Zugu case homepage
The Zugu Case homepage contains all the elements of a great landing page.
The homepage shows their products, features and benefits and provides social proof to encourage visitors to become buyers.
4. Signal amplifiers.
Best homepage design finalist
Signal boosters designed their target audience homepage to answer their key questions as quickly as possible.
According to the Signal Boosters team:
We decided to redesign the website with a focus on business and services.
The new site benefits from BigCommerce’s new Stencil theme, which is more responsible than the old theme.
We’ve seen faster page load times and higher ratings on Google Page Speed Insight.
SignalBoosters.com’s new design and development is the right time for our business to grow and provide our customers with better experience and information, backed by our analytics and business trends.
Judge Tom Berno on the design of a signal amplification homepage
Of all the finalists in this category, this one is the only one who really communicates clearly and effectively who they are and what they do.
The strong use of illustration adds personality to the product’s rather technical offering.
5. Physical clothing.
Best homepage design finalist
Physiq Apparel creates a homepage that guides visitors to the right shopping experience, and uses a great lifestyle and product photos to convey their brand style.
According to the physical clothing team:
We stand out in what our customers really need.
Lightweight customer experience, product review with review support, social media implementation, and innovative features such as packaged products and free chocolate in your cart (also reduces downsizing).
Much of the work involved creating custom applications using the Bigcommerce API to achieve the functionality we want to offer our customers.
Judge Chris Coyier on the design of the Physiq clothing website
This site goes directly into a product network that is clean and makes very obvious what they can do here: buy some sportswear.
Very little is interfered with.
Best customer experience
The customer experience incorporates the main ideas we touched on previously about non-Amazonian customers.
This is important that store owners need to consider because a unique, great customer experience is what will help your visitors and customers return.
Improving the customer experience was the driving factor behind the increase in further wins, according to Gartner, according to 42% of CEOs.
There are several ways to improve the customer experience by using consumer data, and several of our retailers have achieved this in some innovative ways.
Best Customer Experience Winner
Scentos’ UX strikes a balance between product sales and community cultivation.
According to the Scentos team:
We have never sold any items online, but have a large retail presence globally.
After joining BigCommerce, we began to grow our omni-channel ecommerce presence by selling in markets like Amazon.
I believe BigCommerce allows our site to grow into a landing page for kids of all ages who can have fun and feel creative!
Judge Chris Coyier on winning the Scentos Customer Experience design
This site is wonderfully colorful the way you see it often. Fits brand!
I like the amount of content that only represents products, but things like projects that you can do that really spark the imagination.
Quite a lot of fun details like the shaky and cumbersome navigation, and it fit nicely on top. Bad big and bold, but without taking up a ton of space.
2. Rusty Surfboards.
Finalist on best customer experience
Rusty Surfboards has a difficult task: bridging beautiful pictures with the necessary details that professional surfers want and need about their boards.
According to the Rusty Surfboards team:
We have created a consistent branding experience across the site, using the BigCommerce platform and e-commerce builder. We have seen an upward trajectory on all fronts, but more importantly, on the sales front.
BigCommerce has provided us with a great deal of flexibility (e.g., using plugins) to work on the front and user experience.
Judge Tom Berno on Rusty Surfboards User Experience Design
Great photography and a bold message make this an extremely well designed place.
3. Home science tools.
Finalist on best customer experience
The Home Science Tool does a great job of guiding users toward their desired projects and products based on their needs.
They also allow their customers to discover different science projects that they can work with their families and students.
Both tactics had a profound effect on their substance.
According to the Home Science Tools team:
As a customer of the Magento community, Home Science Tools has hired Groove Commerce to help improve website performance and overall design.
After evaluating other mid-market e-commerce platforms and ways to reduce technical debt, Home Science Tools decided to redesign BigCommerce.
Groove Commerce kreirao je responzivno i privlačno web mjesto na kojem su prikazali kategorije proizvoda i sadržaj te uveo prilagođene elemente kao što su Trgovina po dobi i Birač poklona kako bi se korisnicima brže pristupilo proizvodima koji zadovoljavaju njihove potrebe.
Od pokretanja kompanije Home Science Tools došlo je do povećanja stope konverzije za 50%, povećanja prihoda od mobilnih uređaja za 98% i ukupnog prihoda za 20% u odnosu na isto razdoblje prethodne godine.
Sudac Richard Lazazzera o dizajnu korisničkog iskustva za domaće alate
Volite ogroman izbor proizvoda i koncepta.
Dobro organizirane kategorije olakšavaju otkrivanje novih projekata i učenje o različitim područjima znanosti.
4. Prilagođeni barovi.
Finalistkinja najboljeg iskustva s kupcima
Prekrasan dizajn početne stranice samo je početak. Stranica proizvoda prilagođene tvrtke Barres duga je odredišna stranica sa celim sadržajem.
Ova web stranica prikazuje najbolje od ljepote plesa i alata, od naočala do slike i šire.
Sudac Tom Berno o dizajnu korisničkih iskustava Barres
Dobar sadržaj sa fotografijama i cool alat za upoređivanje!
5. KOI Računari.
Finalistkinja najboljeg iskustva s kupcima
KOI Computers žele poboljšati svoje iskustvo rada na web lokaciji za tehnički ciljanu publiku. To je značilo poboljšanje arhitekture njihovih web lokacija i način na koji su podijelili svoje vrijednosti.
Prema timu KOI Computers:
Osnovna zamjerka bila je visoka stopa napuštanja početne stranice i naknadno niski pozivi i potencijalne ponude od web stranice.
Naši dizajneri preuzeli su izazov redizajnirati čitavu web stranicu i dodati korisne elemente za prevazilaženje ovih problema.
We added a video on the homepage, a new style of accordion slider, and highlighted the solutions KOI Computers provided. These changes made a huge impact for us.
Judge Tom Berno on KOI Computers Customer Experience Design
A well organized, consistent, and easy to navigate website.
While some aspects of visual design seem a bit familiar, the overall aesthetic does seem to be a good fit for its targeted audience.
Best Customer Experience Finalist
Renogy wants any visitor – whether new or returning, solar energy expert or novice – to find what they are looking for easily on their site.
To do that, they made sure to include key product information like:
- Product photos that feature different angles and positions of their solar products.
- Customer product reviews.
- The option to view or download the product specifications, warrant, and instruction manuals.
This is done to provide customers with a 360 degree view of the product and drive conversions.
According to the Renogy team:
Renogy has used BigCommerce to provide customers with an engaging and attention-grabbing online shopping experience since 2016.
The homepage of the store showcases various products and offers that we believe customers would be most interested in.
Our online shoppers can find real customer photographs and reviews for our products.
Our visitors can immediately lock on a category of products, without having to search through the entire website. And, we have a more extensive product toolbar which is meant to assist customers who really know what they are looking for.
16 Experts on Ecommerce Site Design
Andy Sowards, Founder + CEO, AndySowards.com
It may sound cliche at this point, but the best approach is to keep it simple. Minimal interface design and streamlined calls to action are what make conversion happen.
In this day and age especially, people are strapped for time and mental real estate. Make it clear and simple for people to get the message you are trying to get across.
What are you selling? It should be apparent, and tantalizing, and most of all – EASY for them to say “YES” when it comes to your product or service.
Stick to the bare essentials and design accordingly with less. It sounds simple but striking the perfect balance between call to action, design, and product details can be quite difficult – but achievable.
Yates Jarvis, Managing Director, Client Solutions & Strategy, eHouse Studio
Conversion is really about satisfaction. Assuming usability is accounted for in your storefront, the key is to triple check with customers that your value prop is as relevant today as it was yesterday, and then use design and content to spotlight the celebration of that story.
Zach Bluett, Director of Design & Development, Intuit Solutions
Ecommerce design is not ‘one-size-fits-all’. Create a user experience that focuses on your specific product offering by asking yourself, “What information does my customer need in order to make a purchase, and at what step in the process?”
Kevin Richards, Founder & CEO, Ventura Web Design
Successful store owners create long term growth and success by creating a unique buying experience that cannot be replicated. Customizing your store creates a barrier to entry that protects you from your competitors. Store owners that invest in their own webstore today will own the future of ecommerce.
Joe Chilson, Head Writer + Account Manager, 1 Digital Agency
Great user experience should always come first –– before an old logo, or a well-worn font, before any gimmick, or design trend of the week. The first focus of your design should be to communicate with your customer as clearly and simply as possible.
Stav Sarandiev, Chief Growth Officer, Digitawise
My favorite expression is, “We are in the business of rain making. Are you thirsty?”
In my opinion it describes everything.
Be a smart ass, be creative, think out of the box, but make it simple, make it understandable for the wider audience.
The UX is the most important factor. It is a complex, but the design comes first. Then everything follows. The customer buys with his eyes. Happy customer, happy business owner. At the end of the day, only this matters.
Dane Downer, President, Brand Labs
First, embrace flat design and use Google’s Material Design philosophy as your guide. It’s a solid framework for designing a great ecommerce site experience.
Second, know that design is an evolutionary and iterative process that never truly ends. There is always room for improvement.
Jeff Dyksen, CEO, Diztinct
Be distinct: find ways to be memorable and separate your business from your competition through design, unique selling proposition, branding, and features. If you don’t differentiate yourself from others you’ll be competing solely on the price of your products, which tends to be a race to the bottom where no one wins.
Corey Susin, Creative Director, Designer at DIGITLHAUS
Increase conversions with what’s pleasing to the eye.
In today’s market, consumers have the attention span of a goldfish, 8 seconds, which means we need to attract and engage the audience as soon as the are landed on your storefront.
We no longer buy according to quality, size or descriptions, we simply buy what looks good.
The number #1 piece of design advice we give our clients is to showcase beautiful and luxurious photography. This includes product, lifestyle and general stock photos. You could take apple.com for example, take away all the product and lifestyle photos, and what do you have? You have a really great UI with a poor visual appearance.
When consumers can relate to a high quality visual of a product being used, or a scenario shot, the chances of them pursuing further into purchasing is promising.
We recommend to showcase beautiful, luxurious photography through home page elements, this can include marketing banners (hero), interactive tile hover-overs, social feeds or product and category call outs.
If you lose your buyer on the homepage within that 8 seconds, you can guarantee that they will be purchasing elsewhere.
James Brown, Senior Digital Solutions Manager, RANDEM
Steer clear of blindly implementing ecommerce received wisdom, and constantly seek first-hand, verifiable and repeatable customer data and feedback to fuel your decisions around customer experience and design.
Brandon Kirkland, CEO, epicShops
Think Conversion Rate Optimization first when designing a website.
It’s not want you want or what the business owner wants to see in a design. In fact, 99% of the time, you and the business owner aren’t even the target market, so those opinions are moot and you’re left lying to yourself. The answer to great design that converts is to create what the customer wants.
My advice is to use data to understand the customer and design around that, with CRO in mind.
Hannah Griffin, Designer, Groove Commerce
Successful ecommerce design always comes back to differentiating your brand’s lifestyle. Without a brick and mortar storefront, every pixel of your site should reflect your personality. Invest in owned creative assets, follow a dedicated style guide and leverage product and lifestyle imagery for a consistent and engaging user journey.
Jared Alexander, Graphic Designer, Arctic Leaf (Formerly New Leaf)
My #1 piece of design advice for increasing conversions for online businesses, is getting the customer to the product page in the least amount of time and clicks possible. This can be achieved by having clear and concise categories on your homepage with minimal text.
Catherine Erath, Graphic Designer, Arctic Leaf (Formerly New Leaf)
A well designed website will lead to higher conversions because it demonstrates to your customers that you have high quality products or that you are a knowledgeable leader in your industry through showing not telling.
Paul Rogers, Ecommerce Consultant
I think that the functional aspects of eCommerce design / UX is something that is often compromised – with core functionality being hidden away or not as prominent as it should be. The search box is a good example of this, as are things like related product recommendation blocks and filters, particularly on very design-orientated sites (such as luxury or fashion stores).
Search in particular would generally drive better results for a merchant than a category-led user journey, however lots of retailers choose to hide it behind a small icon.
I would say that the same applies for layered navigation more recently as well – with lots of modern-day fashion stores hiding it by default now.
This would be my general advice in this area – basically just not to overlook the aspects of the store that drive the most value from a customer experience / user journey perspective.
JT Hamman, Senior Designer, EYStudios
Don’t make your customers think! In a sea of hungry competition, it is vital customers are presented with clear navigation, well-merchandised products and an easy flow to checkout. These factors add up to create an intuitive, visual shopping experience that leads to higher conversions and lower cart abandonment. Additionally, customers will remember a positive experience and are more likely to return in the future.
All in all, the sites above work within their own brand standards to attract their target audience, provide a unique experience and ultimately prove brand value on this channel rather than their others.
This helps these brands to build brand equity and customer lifetime value. High customer lifetime value increases how much you can spend on acquisition, and thus determines if you can beat out other competitors in the market.
Ecommerce Website Design Best Practices 2020
The following best practices were consistently called out by our judges and were incredibly implemented within the sites featured.
As you think through your own site redesign, keep these concepts and functionalities in mind.
- Ease of site search and navigation – faceted search if you have a large catalog
- Brand consistency across pages from PDP to checkout
- Mobile responsiveness – and oftentimes, mobile first design