E-commerce sites: Web designers must combine art and science

E-commerce sites: Web designers must combine art and science

The evolution of digital technology is rapid. So rapid that web designers and developers sometimes forget to go beyond the technical aspects of their crafts. The instinct, intuition, and creativity of web professionals are highly important in the process of converting site visitors into customers. In other words, the creation of an e- commerce site is an art based on science.

A high level of technical knowledge and competencies is required in order to create an e-commerce site. That much is obvious. It is essential to possess the right tools for analysing pages views, content, conversion rate, etc. But these tools are simply used to take measures downstream. In order to have good results to analyse, one must first have a good website! It must not be forgotten that good technical content must be combined with consideration of the feelings of site visitors. Developers take a step back and view their tools through the eyes of end users.

Graphics, combinations of colours, and fluidity of the customer journey are choices not to be taken lightly when designing a site. We know that certain colours evoke distinct feelings. Psychology therefore comes into play. The colour palette must be adapted to the sector of acvitity of a given website. Such considerations are even more important for e-commerce sites, aiming to make sales.

Google analytics is good. Converting visitors into customers is even better!

The arrangement of different elements and functionalities on a web site are the most delicate choices. Indeed, the majority of negative feedback from web users concerns these subjects. A visitor unable to add a product to their shopping cart will rapidly move to a competitor with a more user friendly site. A commercial web site must also try to create a flexible user experience, with easy navigation that can adapt to the habits of each customer. All of this to achieve one key objective: to get the customer to buy a product online.

The importance of such considerations are often amplified when it comes to a mobile application, the mobile phone screen being considerably smaller than that of a computer. It is imperative for the application to be legible, clear and fluid. The user should not accidentally click on the payment process when reading a product description, and vice versa. It is here that marketplaces may be found. These offer high performance modelled scripts that adapt to mobile applications. They can be used by web developers but also by online retailers who do not have a lot of technical experience.