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Ecommerce Design as a Method of Increasing Conversion Rates

A growing e-commerce market has transformed into a dynamic sphere where consumer behavior and methods of competition are constantly changing. The seller’s willingness to sell is not enough nowadays. Advanced technological solutions, marketing strategies and well-organized business processes are highly important for effective sales.

What are the key marketing strategies for boosting sales of an existing online store? They are the following:

  • Improving usability
  • Upgrading design
  • Developing loyalty programs
  • Creating a mobile version of the online store

Those were the guidelines that the Australian company Austin Computers Pty Ltd. set for the agency Higher, entrusting it with the task of improving the company ecommerce website.

Ecommerce Design as a Method of Increasing Conversion Rates

The online store of the same name “Austin Computers” has been selling computers, hardware, server equipment, and accessories, for a long time. It also offers software development and technical support for creation, adjustment, maintenance of corporate networks, and offers software adaptation solutions. The Austin online store has a corporate identity which has already taken shape and has been widely used. The existing corporate identity was given the proper account when new sections and web-pages were generated, and new graphic materials were created.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

The Usability Analysis and Rework

Usability is an interrelation between design features, and underlying logical and psychological principles of behavior of the ecommerce website target audience. That is why random and unproductive elements are out of place in the online store interface. Each interface element has its own specific function. If the task is accomplished successfully, the result is achieved, when a site visitor browses the web store pages with perfect ease and does not face difficulties neither in finding information nor in making an order, thus conversing from a site visitor to a paying customer.

The analysis included detecting functional blocks and elements that either became outdated or lacked elaboration, or caused issues in navigation. These problems have been revealed and solved. As result of it, an open passage throughout the web-site and convenient navigation structure have been attained. The interface has become laconic and intuitively understandable.

The semantic coding has been wholly preserved, and now each human-computer interaction becomes a useful user experience. Now customers are able easily keep up with the product offers they are interested in, whenever they like to make an inquiry or decide to make a purchase.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

New Special Online Store Pages 

The web pages have been reworked and harmoniously integrated into the whole online-store structure, being transformed into a well-balanced part of the eshop. They establish effective communication with site visitors, produce the desired impression, and suggest that logical, consequent, simple and clear actions should be taken.

Ecommerce Design as a Method of Increasing Conversion Rates

A Special Landing Page Dedicated to Computers

This web page wholly focuses site visitors` attention on the target offers of computers and hardware.

This page design is a perfect combination of effective visual solutions, a rational approach, a thought-out and target audience oriented information presentation. All these elements, combined together, form a winning strategy for generating a successful user experience.

Adequate site navigation functionality, matched by the skillful information presentation, holds the site visitor`s interest, inviting the user to get over to the appropriate web-store section for viewing more detailed information about the merchandise.

As result of this landing structure, the following benefits have been achieved:

  • The improved behavioral factors
  • The effective product advertising
  • The user`s stimulation to making a purchase.
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

The Maintenance and Technical Support Section

The maintenance and technical support service section includes several fields of various support activity, and is integrated into the online store structure to ensure delivery of consultations services and providing assistance to customers on all technical matters.

Each design element of this section and of its web-pages is characterized by an individual design pattern. The color palette, text typefaces, information graphics materials, complementing each other, create a clear visual hierarchy of defining a specific task performed at a specific moment, and form a user-friendly interface,  making the user feel as comfortable as possible.

Such a support service structure solution increases usability and enhances the consumer`s confidence in the fact that he will be provided with a reliable support and the required technical information immediately, whenever he needs them.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

The Discounts Page: The Best Offer of the Day

Promotional actions, discounts, bonus offers and bonus programs of any kind… These are the things that have always been playing an important role in winning over the customers. And now, a separate web page on the online store is dedicated to these key marketing tools.

On this web page an image of a specific product is displayed, as well as its key features, advantages, and technical characteristics – all that will help the consumer to spend less time on making the purchase decision. The design is gracefully and softly strengthening the invisible ties: the bonds of emotional attachment of the consumer to the company, the emotional bonds known under the name “brand loyalty”.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

The Banner Ads Design

The banner ads for the home page slider have been designed in such a way that their subjects are in line with the landing page general message.

For creating banners, which style is in perfect harmony with the general web page design, special typography and rich graphics have been used. That makes the web-page more engaging and dynamic, creating the desired image of the advertised product. The banners draw users` attention to the company principal offers, play the role of in-store advertising, and emphasize business-like atmosphere.

After clicking on a banner, the user is directed to the section or the web page with which the specific banner is linked.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

Creating a Mobile Version of the Online Store

Creating a mobile version of the online-store is not only a popular trend but a great opportunity of increasing business efficiency.

In conformity with the responsive web design principles, the sophisticated online-store was transformed into a mobile version which is able to function on mobile devices of any screen size, with the full functionality and information capacity kept unchanged.

Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates
Ecommerce Design as a Method of Increasing Conversion Rates

Thanks to a complete redesign, the ecommerce web store became more engaging, and wholly available on modern mobile devices; user-friendly interface makes browsing the web pages and viewing the online store goods fast and easy.

Visiting the mobile web store, consumers can see the familiar navigation structure, the same range of products and services that can be found on the original website. The mobile version is loaded fast on any type of mobile devices. It ensures easy browsing and viewing the online-store pages on mobile devices, and offers an opportunity of making purchases any time when it is the most convenient for the customer.

One can see that the worked out and successfully implemented solutions generated a new user experience which:

  • enhances and empathizes the company’s advantages in competition;
  • creates a unique image of the online-store and improves its functionality;
  • increases the amount of time spent on the website by the consumers;
  • increases the returning visitors rates;
  • lowers the abandonment rates for the mobile version visitors;
  • boosts consumers` loyalty and trust;
  • surely increases sales.