A guest post by Luke Clum

Understanding what your niche audience wants from your ecommerce business plays a big part in enabling conversions. But a highly usable and intuitive design is what drives conversion rates to their potential. Apply these tips to your ecommerce site to improve your conversion rate.

1 – Improve your speed

A web page that loads quickly (1-3 seconds) makes a much better impression of reliability and professionalism than slower sites do. Users want results fast, and if any part of your site loads slowly, they have more time to reconsider their purchase and abandon the page. Keep in mind that 25% of users abandon a page after just 4 seconds.

Site speed also improves search rankings, which directs more traffic to your site. A higher priority in search result ranking instills an image of legitimacy in the minds of online shoppers. And the more people that visit your site, the more conversions will be completed. To start, check how quickly your site loads with a site speed tester, and then decide if you need to make any larger steps.

2 – Make clear calls to action

In order for users to convert, the purpose of your site should be very clear. You can describe your product with a combination of images, videos, headlines and copy. But to indicate exactly what users are meant to do with your product, you need concise calls to action. These are most often designed in the form of buttons or forms. They should stand out from the rest of the elements on the page and have actionable copy to describe exactly what they do.

threadless web design

Threadless immediately encourages the user to take action.

3 – Create a good overall user experience

Usability is a characteristic that should be applied to every part of your online store. From navigation to the checkout process, make every step as simple as possible. Items should be easy to find, buttons clickable, and minimal steps should make up the purchasing process. If customers can easily enter your site, find what they want and check out quickly and securely, they’re sure to leave happy.

4 – Build trust

Visitors are more likely to convert into customers if there are marks on your site that communicate its trustworthiness. Create a good returns policy and display your SSL certificate during the checkout process so that customers know that your business will protect their personal information. Previous customer testimonials also build confidence in potential customers for their buying decisions.

Amazon Website

Amazon is known for its transparency and reliability because each item has customer ratings and reviews.

5 – Be Consistent

An important contributor to usability is consistency throughout your site. This means that it should be the same style of interactive elements like buttons or links, a coherent visual design and steady loading times. The same care you put into the design of your home page should be applied to product pages, because that’s where most browsing time is spent.

Free People Website design

Free People has a very recognizable visual identity and consistent usability throughout its site.

Use these tips to increase the conversion rate of your web design, and make use of this ecommerce platform webinar for more conversion best practices.

Luke Clum Luke Clum is a graphic designer from Seattle who specializes in print and web development. He loves coffee, hiking and alpine climbing in the mountains. Follow him on Twitter @lukeclum