E-Commerce Web DesignAn E-Commerce web design implements branding. It distinguishes the website from the competition and enriches the user experience. Adding product price, part numbers, and currency significantly impacts how the search engine maps content to keyword searches. The capabilities of the design tools determine page response times, ongoing operational costs, and the ability to support omnichannel marketing effectively.
Page DesignE-commerce websites require features and functionality that make them different from other websites. Also, many aspects of regular websites typically need to be addressed with e-commerce.
Product Details PageA product details page needs the same attention to Search Engine Optimization (SEO) as any other. That means the page has to answer questions relevant to real-world searches. That is more than a list of product specs. A well-designed page:
- Use SEO keywords with the most search volume and least competition.
- Provide content relevant to land search results.
- Contain original text, images, and videos to avoid getting tagged as plagiarism.
- Include attribute selectors when they do not appear in keyword searches. Otherwise, split the page based on that attribute.
- Includes SEO metadata that flags the page as selling a product. For example, adding a currency improves the score in local markets, and the date indicates the offer still applies.
- Make page links sharable. That converts text and social messages into a branded picture and title. Even better is adding the trackers to recognize when people follow shared links.
- Adjusts functionality based on context, such as disabling the buy button when items go out of stock and removing the URL from the Google Search Index when the product gets dropped from inventory.
Listing WidgetA listing widget is a horizontal bar of products with an image and text. Both need to fit into the aspect ratio and thumbnail-sized box. Careful planning makes it possible to automate the entire process of creating the widget, while an ad-hoc approach results in more manual fiddling and testing.
The design optimizes the products within each widget to maximize revenue. Each one can have a different goal and comes from a different source. The most sources are:
- Category hierarchy to find products.
- Upselling items the user is viewing.
- Cross-selling with things in the shopping cart.
- Previously purchased consumables.
- Promotions during checkout.
- Demand predictions, such as those tied to the weather.
Catalog PageA catalog page has many listing widgets per page. Product selection comes from the product hierarchy of the website. Each page should align with SEO keywords and have the content to land organic searches. For many industries, it will be easier to rank a category page than a product details page.
Checkout WorkflowThe best checkout workflows use psychology to maximize click-through to completion. If completion fails, it maximizes the data collected for abandoned cart recovery. Standard design features are:
- Accelerate data entry with autofill, caching, digital wallets, and links to external authorization services like Facebook and Gmail.
- Remove all distractions from the window.
- Collect contact details up-front.
- Allow the user to change the quantity of any item at any time, including deletion.
- Allow the user to go backward and forward through the checkout flow.
- Add a link from each item in the cart to the underlying product details page.
- Include a link to the terms and conditions.
- Retain the shopping cart between user sessions until the things get purchased.
- Check entered data before progressing to the next window. That includes the credit card expiry date, CVV, and card number.
- Clear the shopping cart if the client's bank suspects a fraudulent purchase.
Technical SEOTechnical SEO ensures the website meets the needs of modern search engines. It enhances organic search ranking by making information about the page more accessible to search bots. Basic SEO processing for an e-commerce website includes:
- Google Rich Results for products, including price, part numbers, images, and other details.
- Search Engine Results Page (SERP) data, including page titles, descriptions, and icons for display in search engines.
- Add, merge, and delete URLs.
- Block indexing to test websites and pages not intended to land search results, like payment pages.
- Share links such as those for social media and text messages.
- Cybersecurity like HTTPS
- Page response time
Operations ManagementThe tools used to manage the website significantly affect the time, effort, and ability to maintain the website. The maintenance includes eliminating technical debt and applying the knowledge gained from data-driven marketing.
Data-Driven MarketingData-driven marketing collects and analyzes website data to support marketing. Our solutions have built-in data collection capabilities that avoid the limitations of 3rd party cookies and comply with the Payment Card Industry (PCI). Downstream reporting gets access to details like page scrolling, dwell times on a page, and much more. The data makes it much easier to build campaigns and analyze the results.
Quality ManagementQuality management collects metrics to analyze the user experience and track system performance. It includes details like how long the DNS lookup took and if all the URLs in the page downloaded correctly. That level of detail makes it easier to detect emerging issues before they affect the user and reduces the time to fix problems if they arise. The information includes:
- Page load times as experienced by the user.
- Breakdown on the performance of each subsystem. For example, the duration of DNS lookup vs. network connection.
- Response code for each URL on the page, including 3rd party websites.
- Data on the web browser, such as the viewing area and version.
Page Response TimeThe web design significantly impacts page load times. The other contributors are the planning for subsecond performance and performance planning of website development. The following sections outline major contributors to response time.
URL LatencyOur solutions serve static content for static web pages. However, the common practice is treating the website as a development server that reconstructs the same page for each user's request. That massively increases server loading, which slows down the page.
The following chart shows the distribution of URL latency across websites.