3. Design for easy navigation
Most customers will visit your site with a clear goal in mind. If they can’t find what they want, they’ll get frustrated and say, “adios!”. Clear information architecture, including categories and subcategories, will help shoppers navigate your e-commerce site.
When they first arrive, they may scan for key words and phrases to determine whether you offer what they’re looking for. Breadcrumb navigation helps shoppers know where they are on your site, and navigate back to where they came from when necessary.
4. Provide trust factors and social proof
In e-commerce, your first job is to establish trust, fast. You can do this by offering social proof that your brand is loved by others. Some examples of social proof include testimonials, product reviews, and social media shares. You could take it a step further by embedding social media content right into your site.
Did a local celebrity rave about your line of lipstick? Include their picture and quote in a prominent location. Was your brand mentioned in Boston Magazine? Add an “As seen in…” section to show off your great publicity.
Trust badges are another major factor valued by customers. Common trust badges include SSL security badges, 3rd party endorsements, and money-back guarantee badges. Especially when you’re a new brand, without many testimonials and reviews, it can pay to give your trust badges some prominent real estate.