One thing has become clear in recent years with online purchases – if you’re not answering
customer questions seamlessly and helping them on their purchasing journey, your site can
easily end up a non-starter.
You can have all the technical SEO perfected, but if customers don’t enjoy using your site
and bounce quickly, Google will soon push you down the rankings.
Here I’ve handpicked five e-commerce sites that exemplify great design with design features
with the customer in mind, ensuring longer and more successful sessions and conversions.
1. Seamless navigation and interlinking
MoreSports.com enhances user navigation by incorporating collection links directly on product pages. These links allow users to effortlessly explore related products within the same category or collection, such as matching gear, complementary items, or similar alternatives. By providing easy access to related products, MoreSports.com ensures that users can find everything they need without having to conduct multiple searches or navigate back to the main menu.
Featured highlight: Collection links on product pages.
Benefit: This feature significantly improves the user experience by simplifying navigation and making it easier for customers to discover additional products. It also strengthens site interlinking, which can enhance SEO performance by increasing the time users spend on the site and the number of internal links. This not only aids in better search engine rankings but also encourages users to make more informed purchasing decisions.
2. In-depth reviews
GearHungry.com is a review site that offers a curated selection of gadgets, gear, and apparel for the modern adventurer. Known for its unique product offerings and engaging content, GearHungry.com aims to deliver a personalised shopping experience.
Featured highlight: In depth reviews
Benefit: Many ecommerce sites suffer from a lack of detail – GearHungry remedy this by providing as much as possible, along with high quality original images. Providing pros and cons gives the reviews grounding and realism – not every product you sell is going to be perfect, but by being honest about their abilities and limits, you will find the right customers and in turn slash return rates.
3. High-quality imagery and detailed descriptions
Huckberry.com utilises high-resolution product images and comprehensive descriptions to engage customers. Each product page features multiple high-quality images from different angles, including lifestyle shots that show the products in use.
Featured highlight: High-resolution product images and in-depth descriptions.
Benefit: The use of high-quality lifestyle visuals and detailed descriptions helps users make informed purchasing decisions. The site is also making use of advanced video and CSS techniques that make it much easier for a customer to connect with the brand’s style and mission – like the great video on their About page. Products like the Rover Double-Knee Work Pant have great descriptions that not only give you factory specs, but sell the ideal conditions and settings for these – you can already see yourself crossing the crags in these.
4. Elegant design for high-ticket items
Uncrate.com stands out with its clean, sophisticated design that complements the high-value items it features. The site employs a minimalist aesthetic, with high-quality visuals and a streamlined layout that highlights each product’s premium nature.
Featured highlight: Elegant website design reflecting high-ticket items.
Benefit: The elegant design enhances the overall shopping experience by reflecting the exclusivity and quality of the products. It not only attracts affluent customers but also reinforces the perceived value of the high-ticket items, creating a compelling and upscale shopping environment. This thoughtful design approach helps build brand prestige and fosters customer confidence in making substantial purchases.
5. Mastering the Niche with Expert Guidance: Ruggable.com
Ruggable.com distinguishes itself with in-depth product knowledge and detailed sizing guides tailored to various home areas. The site offers an extensive rug size guide that covers different spaces such as living rooms, dining rooms, bedrooms, and kitchens. Each section provides insights on selecting the right rug size based on furniture layout and room dimensions, helping customers make informed decisions. The platform also provides information on rug care, including washing machine compatibility, which is crucial for maintaining the rugs’ longevity.
Featured highlight: Comprehensive rug size guides and expert product information.
Benefit: You’ve got to love something like the image – a beautiful easy on the eye size guide that instantly conveys its message. A purchase like a rug isn’t one people make every day – by providing a visual representation of the space taken up, using furniture will instantly make the sizing easy to understand, and help the customer visualise the item in their living space before they’ve even purchased it.
David Martin
