If you’re trying to use the Internet to sell a product, it’s in your best interest to know that the landscape of eCommerce design is getting smarter, slicker and increasingly intuitive. Considering this is an extremely saturated market, you’ve got to intentionally use the tools at your disposal to create moments of impact with potential customers on the other side of the screen.
The success of an eCommerce website can fly or flop depending on how design elements are used. Things like color, space, balance and contrast can resemble a secret weapon for websites when executed in the right way. Take a look at how some of these mentor brands are channeling new ideas to differentiate themselves from competitors.
Consider Mahabis slippers to start. Surrounded by double-decker buses and the Buckingham palace, this London-based brand combines minimalistic tendencies with pops of color to create a simple and engaging allure. The home page serves a distinct and obvious purpose of introducing the consumer to the product. It quickly gets to the point and uses white space to guide the eyes of the user. Below the opening block, consumers can clearly identify the various types of products available, in addition to current sales and discounts.
Another eCommerce leader brands can learn from is Frank Body. Not only do they excel in way of tone of voice and social presence, but they also keep their customers coming back with a website that’s intuitive, engaging, and artistically curated. Top products are conveniently featured within the first scroll of the site, and they apply key design elements in to their photography style to keep the products at the forefront of the consumer’s focus.
When it comes to leveraging the effects of sensory details, Lush Cosmetics wins big. They’ve implemented a photography style that brings their products to life in an engaging way. Using elements like texture and color, the images on their site entice customers and convey the experience associated with the variety of different products they offer. Not to mention the layout of the site exemplifies the importance of white space, and demonstrates how brands can achieve a sense of balance when organizing and promoting products on an eCommerce site.
Similar to Lush, Rebecca Atwood Designs also leverages the impact of white space to create a visual hierarchy that’s easy to follow across the site. They use color and contrast to market their products, and have included advanced purchasing capabilities that allow consumers to shop the photos throughout the site.
When it comes to ensuring simplicity and ease throughout the navigation and flow of a site, AYR exemplifies the significance of a friendly user interface. Like Mahabis, they’ve adopted a minimalistic approach that makes it extremely intuitive for users to locate what they’re looking for, which is key to augmenting engagement and cultivating a sense of long-term loyalty. It guides them through the site in a way that’s engaging while simultaneously reinforcing the brand. Even with this strategy driving the visual execution, they still reference design elements to bring forward an eCommerce site that’s a leader in the category.
If you’re developing a site with the intent to utilize for eCommerce purposes, consider how design elements can complement your strategy and make the experience more desirable for your audiences. A little attention to these components of your site can truly go a long way.