Everyone wants an award-winning website, but what exactly makes a website award-winning?
Earlier this year, our client P&Co won the “Best Website Design” award at the Drapers Digital Festival 2019, so we have a pretty clear idea of which essential key features you need to look out for when reviewing the design of your own online store!
The foundation of every successful ecommerce business is a kick-ass and well-designed website.
A well-designed site needs to deliver on certain expectations; it needs to be an accurate representation of your brand, create an engaging user experience, be easy to navigate, and most importantly it needs to convert customers.
A well-designed site won’t just ensure that people visit on your page, it will encourage them to stay there and then come back again for more. It will give your brand an authoritative online presence and make your store a trustworthy place to shop.
We’re going to let you in on a few insider tips and tricks that will boost the performance of your website and even help it win a few of its own awards:
Use high-quality images
- You want your customers to be instantly visually engaged from the moment that they hit your site, so make sure that you’re using eye-catching, high-resolution images and videos consistently across your online store. The photography and imagery that you use will play a vital role in successfully immersing your customers into your brand and help them buy into the lifestyle and products that you’re selling.
Think about navigation
- Subtle hover and transition effects help create a seamless user experience and allow for smooth, easy navigation on your website.
- Make sure that you remain consistent with the visual brand guidelines that have been set up and established for your business. Doing this ensures that your business maintains a clear visual identity across platforms and allows customers to easily identify your site and content against competitors.
Avoid too much white space
- Keep an eye on the padding/margins whitespace around the website elements on your store. Ask yourself, does this element need all of this whitespace, or can it be reduced?
Format your text correctly
- The average reader only reads around 20% of the text on a web page, so make sure that the copy on your website is easy to read, formatted correctly and that long body text is broken down into easy-to-digest chunks. This will help ensure that any visitors on the site can easily read the page and identify the relevant information that they need.
Is your site mobile responsive?
- Not everyone has the time or opportunity to browse the web on their desktop, and with most people visiting sites via their mobile, it’s essential that your website is responsive and has been designed so that it is able to cater for devices of all sizes.
Test your page speed
- Before people even start to navigate through your site, you need to know that it actually loads for them! Make sure that you test your page speed first as all other optimisation projects will fail to generate results if you find that your page doesn’t even load correctly. Nothing can annoy a user quite like slow page speed, and having a slow loading time and will often cause users to bounce from a site before navigating through any of its content.
Is your site confusing customers?
- How easy is it for a user to navigate your site and find the key information that will convert them into a customer? Visit your site as if you were looking to purchase something and establish how clear the navigation is – if your website is confusing for you then it’s likely that it will also push potential leads away and straight towards a competitor.
Don’t just focus on one browser!
- Don’t leave your customers in the dark by building a website that focuses primarily on one specific browser, as doing this will only exclude a potentially large section of your customer base. As a growing business, this could become quite a costly downfall. Luckily, to help with cross-browser compatibility issues, developers can now use Gulp which will provide support when it comes to writing out the extra code for additional browsers. The top browsers that you will need to check your website in are; Google Chrome, Safari, Firefox, Internet Explorer & Edge
If your site doesn’t deliver, you can be sure that a competitor will. How many of the above have you considered and addressed with your own website? If you’re looking for additional ecommerce support then get in touch with a member of our team today and book in your own ecommerce review to see how we can work together to create (another) award-winning site!