If online sales are a big part of your retail strategy, it’s important to ensure that your website is working for you, not against you.

While the product range and customer service you offer will certainly be big drawcards for customers, the layout and retail design of your website is just as important as it would be in a traditional ‘bricks-and-mortar’ store.

Here are a few tips to ensure the design of your web-based store is as customer-friendly as possible.

Simpler is always better

With online retailing, it’s critical that your customer can get to the checkout page as quickly as possible. The longer the process and the more complications they face, the less likely they are to actually complete their order.

In order to facilitate sales conversions, your online store should be simple and easy to navigate. Drop down menus and visible search bars should guide your customer conveniently wherever they want to go.

The process of selecting items, calculating the total costs and completing payment should be as streamlined and straightforward as possible, so don’t worry about adding in complicated options or design features.

Your ‘call to action’ should also be easily visible to any customer, whether it’s an ‘add to basket’ or ‘checkout’ button.

Customisation is key

While simplicity is important, customising the customer experience can also play a big role in sales conversions. Customers need to be able to refine their search options as much as possible in order to get to the item they want more quickly.

Whether it’s a particular size, colour, style or shipping option, make sure these can be selected easily and are integrated into the shopping process.

Make it look great

Lastly, the appearance of your website has a crucial role in forming the customers’ perception of your brand. A professional, modern and easy to read homepage with great photography and a good colour scheme will help ensure that your customer stays on the site for longer.