Common Web Storefront Design Blunders that Drive Customers Away

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Common Web Storefront Design Blunders that Drive Customers Away

Web storefront design is a crucial element in the eCommerce world. With more and more businesses competing to gain the attention of potential customers, the visual aspect is more important than ever.

A well-crafted design helps you stand out, attract potential customers and convince them to buy. Moreover, it’s a significant part of establishing your business identity.

Not surprisingly, any eCommerce platform offers you multiple themes you can choose from.

But if you want to take things to the next level so that your customers will truly love your eCommerce website, make sure to:

  • Pay attention to the different factors that come into play when considering the design of your eCommerce store.
  • Do lots and lots of testing – especially A/B testing.
  • Acquire a basic understanding of human psychology.

If you’re struggling with that, we’re here to help. Read on to discover some of the most common design blunders that you should avoid at all costs.

1. Your Web Storefront Has No Clear Value Proposition

web storefront

The value proposition is often your number one argument for why people should buy from your store, instead of going to your competition.

You might want to let the customers know what you’re selling from the first second they come across your web storefront. Granted, finding a strong value proposition takes some time and a lot of testing.

These are the elements your store’s value proposition should include:

  • A headline: this is not a slogan; it’s a promise of value. Think along the lines of “Setting up shop just got easier,” for example.
  • Compelling body copy: why should people buy from you? How are you different? What’s unique about your eCommerce business?
  • High-quality images: these should put your products in the best light.
  • Additional benefits and social proof (trust badges, guarantees, free shipping).

Your web storefront’s design is another way to communicate with your customers. Send the right message, and you should see an increase in sales.

2. Your Product Descriptions Don’t Outline What Matters the Most

To get that spot-on product description, you’ll need to put yourself in the buyer’s shoes. What matters the most about your product to them: the way it looks, the color, the technical specifications?

Do not forget that the thumbnail is part of the product’s description as well.

Before the buyer sees the entire copy, you’ll need to convince them using the thumbnail and that short description.

For most products, the color and the design is highly relevant. You could also use images that give customers a better idea when it comes to the size of a product. In other words, put your products into context.

For example, displaying an image with a rug on a white background won’t help much. But placing the rug near a sofa and some other furniture would give a lot more information to the buyer.

However, if it’s electronics, people tend to care more about the way the product works, instead of how it looks.

Try to find out what matters the most and adjust the image and description accordingly.

3. You Lack a Visual Hierarchy

web storefront

There’s a law some web designers obey and some don’t – the Fitt’s law. You should actually think of it a best case practice.

The law mentioned above says that a person’s eyes are naturally drawn to larger elements. This increases the buyer’s intent to click on that item. Therefore, important elements should appear larger on your web storefront pages so they can stand out from the rest.

On the other hand, a visual hierarchy is meant to make navigation as easy and intuitive as possible. It has to be clear to the buyer that certain colors mean clickable links.

4. Your Mobile Friendliness Isn’t that Friendly

People buy things using their smartphones. We know this for a fact now.

Still, one common mistake many eCommerce website owners make is focusing all their energy towards the desktop version of the store – without regards to the mobile version.

It just doesn’t make a lot of sense. Smaller screens need more work and attention to incorporate all your design elements. The buttons need to be the right size (not too big, but not unclickably-small either).

Then there’s the load speed of your website. It seems that some prefer to hide certain elements displayed on the desktop version on the mobile version, in an attempt to make the page load faster.

However, you should keep in mind that the elements aren’t removed, they are simply hidden. Therefore, the page loads as slow as it would with them displayed.

In this case, your best option would be going with a responsive design theme and platform for your web storefront. It’s an efficient way to scale up or down the entire design based on the screen size.

5. Your Design Seems Untrustworthy

You, as a business person, may be the most trustworthy human on Earth. But that needs to be showcased on your eCommerce website as well.

There is a study that outlines that design and visual elements do influence the user’s trust.

web storefront

And the best way to inspire trust is to make customer reviews visible on your site. You can offer a small incentive to clients in exchange for reviews for your products.

Then you could add some interesting facts about your eCommerce store. Do you have a large number of email subscribers? Mention it. Has your web storefront made big press? Use that to gain trust as well.

To Conclude: There Is No Exact Recipe

All things considered, there is no such thing as a 100% surefire recipe for success. What you should do is consider all the tips you read so far and adapt them to your online store and your customers.

However, the importance of continuous testing – especially A/B testing – can never be stressed enough. Any change should be tested before being implemented – be it a small button design or color change.

That being said, if you’re looking for a great platform to build your web storefront, you can try StoreFront. We’ll offer a chance to get a FREE demo so that you can experience the benefits and features, no strings attached.

We’ve been powering eCommerce since 1996. That means tens of thousands of online stores have enjoyed success thanks to our expertise and our feature-rich shopping cart platform.

For any questions, you can contact us online.

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