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B2C eCommerce Web Design Tips for Conversion Rates

Jessica Bennett
B2C eCommerce Web Design Tips for Conversion Rates

When browsing for a product or service, it can be because you want to buy it or simply checking out for some information, the layout matters a lot. In fact, the layout is the very first thing you notice after landing on a website. So, users will immediately leave. When you find a website that's too complicated. However, an easy-to-navigate and user-friendly eCommerce website will attract more customers. The Best B2C eCommerce web design tips are here that will help you increase the conversion rate and generate better revenue.

Remember, the more complications you add, the faster you lose potential customers. This is a harsh reality, and research says that website design is a primary factor among 48% of your visitors. Around 38% of users will stop interacting immediately. So, if you are someone in eCommerce, you must be careful with website design. Hiring a reputable company for your eCommerce website design can actually help you out in retaining customers.

Here are some of the important tips that will improve content and web design of eCommerce along with customer experience.

Optimize Imagery for Better User Experience

Optimize the imagery of your products to enhance your web store's performance and improve your customers' user experience. Avoid pixelated or low-quality images and focus on balancing image size and quality. Compress your images, especially for full-page banners, to ensure faster loading times without compromising the visual appeal.

Make it Easy for Your Customers to find What they Need on Your Website

A confusing layout and disorganization can lead to dissatisfaction. Aim for simplicity in design to guide customers toward your intended call to action. Ensure a clear navigation menu and appropriately named sections for an organized website structure. Include a search bar with relevant filters and consider personalizing search results based on individual customer interactions. Place a clear call to action on every page, particularly the homepage. If you have an extensive catalog for products or services or cater to a wide range of customers, consider setting up separate e-commerce websites.

Ensure the Accuracy of your Product Information


This is important to maintain customer trust. Provide correct details regarding stock/warehouse levels, product descriptions, product imagery, videos, and pricing. Integrating a reliable Product Information Management (PIM) system with your commerce and ERP solutions can help in managing accurate product information.

Include Customer Quotes and Feedback 

Including customer quotes will build trust and increase sales. Display customer feedback through rating sections, case studies, client testimonials pages, and the use of videos and images. Real-life customer experiences and testimonials can be powerful tools for attracting potential customers and demonstrating the value of your products or services.

Build Dynamic Page Designs with Content Blocks

To create engaging webpages, utilize content blocks such as image sliders, text blocks, and videos. Mix and match these blocks to enhance the customer experience. Incorporating contrast, you help customers distinguish between different pages and bring your web pages to life. This approach also presents your products more appealingly.

Create a Clear Conversion Path

Use color strategically to direct customers toward important pages or paths within your web store. Consider the impact of contrast, as a light call-to-action (CTA) button on a light page might not stand out effectively. To differentiate relatively unimportant buttons or CTAs, use neutral colors. Conversely, opt for vibrant colors that catch the eye for buttons that lead to conversions.

Consistency with Style Guide and Brand Guidelines

Referencing your company's style guide or brand guidelines, select a color palette that includes eye-catching colors for your e-commerce website design. If your existing style guide lacks attention-grabbing colors, consider expanding or adjusting it to boost online conversion rates.

Enhancing Customer Support and Engagement

Simplify the checkout process and website navigation while also providing easy access for customers to reach out to you. Include a "contact us" page with customer service details and consider additional features such as live chat, automated chatbots, integrated social media channels, and an FAQs section. Offering a variety of customer service functionalities caters to diverse preferences and contributes to customer satisfaction.

Responsive Design for Various Devices

Incorporate device compatibility into your website optimization efforts. Ensure a seamless user experience across a range of devices, including computers, laptops, tablets, and mobile phones. Avoid alienating customers by providing an exceptional user experience on one device but neglecting others, such as tablets or mobile phones.

Consistency across Devices and Channels

Given that customers often switch between websites, apps, and devices, it is vital to maintain consistent branding and experiences. When customers transition from browsing your website to visiting your corporate Instagram account or engaging with your customer service team, the colors, messaging, and tone should align. Similarly, if customers visit your physical store (if applicable), the experience should mirror that of your website and vice versa.

Validating Assumptions with Customer Insights

Although we may assume we understand our customers' wants and behaviors, seeking customer feedback for confirmation is essential. Asking targeted questions about product research, preferences for web stores or customer portals, and influential features for online purchases can provide valuable insights. Leverage the advantage of being a B2B company by engaging directly with a select group of customers through surveys, phone calls, or in-person meetings. Genuine feedback from customers will greatly contribute to optimizing your e-commerce website design.

Building Trust with New Customers

When it comes to new customers, trust is paramount. They may be unfamiliar with your products and skeptical about your ability to fulfill your promises. By incorporating trust signals into your site design, mostly if you are planning it for small businesses and startups, you can provide the transparency that helps alleviate any apprehensions. Here are some standard trust signals to consider:

Professional and High-quality visuals

Invest time in capturing high-quality product photos. Customers generally purchase more items when they clearly see what they're buying. Better quality of the picture makes the products more attractive to the clients. Prioritize taking appealing and detailed images to showcase your products effectively. Visuals play a crucial role in building trust by allowing customers to get a virtual sense of your product's appearance, features, and benefits. Position the photos against white space to highlight important details. Consider incorporating lifestyle photos that demonstrate the product's usability and real-world applications.

Contact information for easy communication

Your customers should have any easy way to reach you for any requirement they may have, via email address, phone number etc. This helps the customers get their queries cleared regarding orders or returns and foster a sense of trust and reliability. Enhance customer convenience by incorporating a chat plug-in for real-time assistance and appointment scheduling with your customer care team.

Transparent store policies

Include clear links to your store policies to inform customers how your business operates. This includes providing details about web terms, shipping, returns, and other policies that customers may need to reference. Having a visible return policy can reduce shopping cart abandonment and alleviate concerns about being stuck with a product they don't need.

Display technical certifications

Boost customer confidence by showcasing badges and graphics demonstrating your adherence to technical certifications, security measures, and industry compliance standards. These certifications serve as tangible proof of your commitment to maintaining a secure and trustworthy online environment for your customers.

So, if you want to take your eCommerce site to the next level, these tips will be helpful enough for you to improve the web design, reach out to more customers, and generate higher revenue.

Jessica Bennett
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