Online shopping on Ecommerce sites has become a more common option for most shoppers for reasons like saving time and avoiding crowds, especially in urban cities like Singapore.
Following that trend, many big fashion names have invested in setting up user-friendly Ecommerce websites. With the close competition between online stores, how do we ensure that your e-commerce site is on par with others or even distinct yourselves from them?
There are many points to take note when you set up your site but one of the most important points that are being overlooked upon is the call-for-action button on the site. It should be prominent on every page of the Ecommerce site. A user should not have to search for it. For instance, a website selling an exercise and fitness regime program should have a call-for-action button that calls out the user’s attention on the site. It should be easily accessible and tugs on the emotions on the user, such that the user will have an inclination to click on it and purchase the program. An example would be ‘Increase your self-confidence now!’
The call-for-action button is important because it is the final macro conversion step. There are many other factors that can influence the strength of the call-for-action button and if it can ultimately prompt the user to click it. One simple design tip is to not use the same or similar shade of color in the button as the page’s background colour. This will allow the button to stand out more to the user instead of blending into the background.
In terms of content, refrain from using typical, cliche phrases like ‘Submit’ or ‘Buy Now’ as that would not relate to the buyer as much as a phrase that speaks to them. Another useful suggestion would be to leverage the use of numbers in the call-of-action button. Numbers never lie. By incorporating numbers as a form of social proof, people are usually more inclined to click on it and jump on the bandwagon. It creates a sense of community and belonging when they click on it. Another novelty idea would be to use hashtags – this would help generate buzz online as it serves not only as a call-to-action button but also as social media content that users can relate to.
The Good and Bad examples of Ecommerce
Lazada, Qoo10, Taobao, Zalora – these are some of the more popular and well-known e-commerce sites that most Asians and Singaporeans use. All three sites provide very extensive range of products and choices for practically everyone. Anybody from technology fans to the stay-at-home mothers would be able to find something that they need or want from those sites.
At one glance, we would be able to tell that Zalora is the most organized shopping site, due to the optimized usage of images and headings. Sections are very well-defined too, with all the necessary information required at the homepage. This allows users to find what they want in a shorter amount of time as compared to sieving through pockets of items. The payment methods are also favorable for most as compared to Qoo10. It is a pity and an irony as sites like Qoo10, Taobao and Lazada actually offer a wider range of items than Zalora does. The latter sells only apparels but is more welcoming than the other e-commerce websites, and this is due to the unpleasant design those sites employ.
if there was a choice to be made, the most organized among the disorganized would be Lazada, which, at the very least, displays proper segregation of shopping sections for different products. It also fewer advertisements as compared to sites like Qoo10, which has a busier interface and makes viewers feel like there are too many things going on at the same time.
Another important point to take note of is the mobile interface of these sites. Zalora is great, as there is only one focal point at any time but Qoo10 makes it difficult for users to view everything on a tiny mobile screen. The layout for Qoo10 is disorganized and clumpy with an overload of information and small images. They should make use of filtered navigation such as headings and sub-headings, as well as doing some research on the most popular items that users search for and put them on the home page or on a more noticeable heading with good copywriting.
Choice of words go a long way too. Ecommerce sites that have too many words like ‘Offer!’ and ‘Buy Now!’do not appeal to consumers anymore. There is no desire created in the consumer and will not be convinced to purchase the items. Such words also do not play a part in telling the story of what the product brings to them.