Fundamentos de Diseño en Comercio Electrónico

Fundamentals of Design in Electronic Commerce

Ecommerce design is more than the visual aspect of a web page. It also takes into account how the page actually works, the flow from one page to the next, how it tells a story, and the mood it creates.

There are four fundamental visual elements to creating an effective eCommerce website. Marketing and design boil down to helping your customers make a purchase. The four pillars of the design of an online store are summarized in trust, visual appeal, format and navigation.

What makes a great user experience?

  • You must offer something like products or services.
  • The website works efficiently.
  • The page must be intuitive and easy to use.
  • The page should encourage decision making.
  • The design must be attractive.

The pillars of e-commerce design

  • Trust

When someone visits your store for the first time, they may not know anything about your brand, the quality of your products, or your commitment to customer satisfaction. Customers must feel confident that when they make a purchase, they will receive the product as advertised. There are three trust indicators that every merchant is recommended to include on their website:

    • Contact information
      • Nothing creates mistrust in customers more than a website with no contact information. Please include an email and, if possible, a phone number and mailing address. This type of information, along with a page detailing what your business is about, helps customers feel like they're buying from a real person.
    • a return policy
      • A return policy not only makes it easy for people to return products they were not satisfied with, it also increases sales by instilling in the customer a sense of confidence and that they can return an item if they want to.
    • Safety
      • It is imperative that customer security and privacy be taken into account when creating your online store. Therefore, the customer must be provided with a safe and reliable way to make their purchases. Feel free to use videos or illustrations to show your security compliance and all the payment methods you accept. It's important to note that customer trust is harder to earn when you don't have customers, so it's a good idea to incorporate these trust indicators as you design your store.
  • visual appeal

Perception is everything when selling your products online. When visiting your page for the first time, a potential customer forms their first impression of your page in just 50 milliseconds. This largely depends on the quality of the images you upload to your page.

Think of it this way, your product photography portrays what you want to provide to the customer with your products. Your customer can't taste, feel, or use your product before they buy it, so they'll rely on your images to decide if that product is the one they're looking for. In general, it is recommended to include photos of products with a white background, as well as photos of your products in use.

Products photographed against a white background are the standard for e-commerce photography. This is because the white background makes it easier to see the item in detail.

Photos of the product in use are important because they allow customers to visualize the use of a product in their daily lives by imagining themselves as the model shown. Your product photos are a key factor in your store engagement, conversion, and retention.

Beyond the product photos, you should also take into account the colors and typography (letter) of your page. The visual aspect of your store goes hand in hand with the overall experience of buying the product. Color is one of the most powerful tools you can use to attract customers to your store. It can also be used to draw attention to specific sections of your web page and guide the customer to make a purchase.

It is recommended to limit your page to two main colors: a primary color and a secondary color. For me, when choosing colors, I like to refer to Paletton for a color palette, and many times, I like to look up examples of other pages that use the colors I want in their color palette, and decide which options are more visually appealing.

Another key consideration is the accessibility of your website. Regardless of the colors you choose for your page, you should select colors that are contrasting enough so that people of all ages and abilities can read and see your text.

Lastly, you'll want to consider the typography (font) of your page. Customers expect to see a dynamic and interesting typeface on web pages, not a common font like Arial and Times New Roman.

As with colors, it's a good idea to stick to two typefaces and create a hierarchy between them. If you use more than two fonts on your page, you risk making it look very cluttered. Choose one letter for titles or headings and another for general text such as product descriptions and payment instructions. Google Fonts offers you a wide variety of fonts for your web page, free of cost. Whichever font you use, it is important to choose one that is legible. So not all fonts are designed to be read on the screen.

  • Format (computer and mobile)

According to comScore , almost 70% of the time digital media is accessed using mobile devices. Your online store should be “responsive,” which means the page should adapt to different devices and screen sizes, whether customers view it on a desktop, smartphone, or tablet.

When creating a “responsive” page, based on a mobile-optimized design, it is best to personally test the page flow and checkout process to confirm that the page is responsive.

  • Navigation

Your web page navigation should help customers find your products quickly and easily. Navigation can also influence the design you choose. For example, if you have a large catalog of products, a layout with a larger menu might be best for you.

When designing your store, try to stick to a few menu headers in your navigation. Be clear and direct when creating these headings. As a beginner, it is recommended that you start with these four headings for the navigation menu:

    • Buy (Product Categories)
    • About us
    • Most selled products
    • Contact Us

Additional links such as the Terms of Service, Return Policy and Privacy Policy can go to the bottom of the page (“footer”).

However, over time you will learn which pages your audience tends to go to. You can always change the headers if you notice they aren't being clicked or add a secondary navigation menu to include links to other important pages or product collections.

These four fundamental design elements are important to keep in mind as you build your store. Build trust. Make it visually appealing. Think about the device your customers use. And it simplifies page navigation to get the customer to the product as quickly as possible. These fundamentals are the foundation of your online store.

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