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Analysis / eCommerce

Top 5 E-Commerce Web Design Trends For 2018

Ecommerce Trends

Looking back, the year 2017 has been quite an interesting year overall, especially in the sphere of e-commerce web design. A lot of new trends have taken the internet by storm and are now widely used on many different websites in general. Consequently, these innovative web design strategies have seen an increase in website traffic and overall conversion rates. So far, it seems they’ve really paid off, but how popular will they still be next year? Judging by the current result, the answer is a lot. Therefore, let’s take a closer look at some of them, that are going to be the most relevant in the year 2018.

1. Mobile-Friendly Optimisation

Let’s face it, today everyone’s on their mobile phones all the time, spending there much more time than in front of the computer, and why shouldn’t they be? It’s like a mini portable PC which makes it extremely practical and it’s not as clunky as a laptop. In an era where we’re constantly living on the go, time has become a commodity, a luxury not everyone can afford. This is why people have turned to multi-tasking, where mobile phones play such a huge role. As a result, web designers will need to follow suit and optimise their websites for 2018 and make them more mobile-friendly to attract even more visitors. Not only that, enabling payments via mobile phones will also see a rise in conversion rates. Just a word of caution, don’t fall into the trap of using the much-hated hamburger menu system to squeeze in some extra functionality, as people generally despise that. Instead, sacrifice some screen space and add a bar for easier navigation.

2. A Personalised Experience

The customer is always right. This saying is especially true nowadays, where e-commerce has become so customer-oriented that they basically do all the online shopping completely on their own. They’re like detectives searching for the right kind of clues in order to discover whether or not, in the end, a product is worthy of their attention. Now, just like every Sherlock needs a Dr. Watson, customers could use a helping hand to guide them through the purchasing process. This is where guided selling in the form of chat-bots and personalised questioners comes into play. A good example of this would be the Victoria Secret’s sports bra guide where the webpage itself is designed to assist customers with their purchases. Being trendy even today, it’s safe to say that this good run will continue the following year as well.

3. More Shop Features

Customers simply hate it when they feel limited by the options they’ve been given on a website. This is why some web-design companies focus their ecommerce website development on providing more features for a richer shopping cart experience. An unlimited number of categories and products which can be placed on a shopping page is just one of them. Moreover, social media integration is yet another neat feature that’s going neck and neck with mobile optimisation in the trending department. In addition, countdown timers are a good way of closing the deal with limited-time offers in the form of discounts and free shipping. All of these features make the customers’ life a whole lot easier by having everything they need in one place, which is consistent with the current trends we have had so far.

4. Video Content Integration

If a picture is worth a thousand words, then imagine just how valuable a short video would be. Video content is a highly entertaining form of storytelling, as well as an outstanding way of conveying complex information which would otherwise be extremely difficult to explain by the use of words alone. It comes as no great surprise that such content is currently trending fast. Sites such as ASOS and Beardbrand have been integrating video content on their product detail pages, making the browsing experience much more enjoyable and informative. ASOS video content provides a mini-runway for customers to see how the articles of clothing actually look, whereas Beardbrand has the more informative approach by using somewhat lengthier videos, in the form of guides, to instruct customers on how to use their products. Either way, both deliver the same results.

5. Testimonials & Reviews

Finally, implementing testimonials and reviews into your website design will probably be more prominent in the following year, seeing how effective it was in recent times. By some estimates, 88% of customers regard online testimonials as highly as personal recommendations, which, to say the least, is huge. Customers are more likely to purchase goods off a website that has these features on them than a random, unknown e-commerce site. The reasoning behind this is that the internet is full of scammers, and having someone to actually testify on the quality of goods provides some assurance that the business is totally legit. As a result, your conversion rates will go up along with your profit.

In conclusion, e-commerce web designs that are currently trending are the ones that offer a lot of informative features and a genuine personalised experience. Customers are taking their sweet time while browsing through webpages and are generally in no hurry to buy things until they’ve thoroughly checked everything out. Designs that can offer this info in the most enjoyable manner out there are the ones that convert the most.

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Emma Miller is a digital marketer from Sydney. Works as a blogger, Senior Editor for Bizzmark blog and a guest lecturer at Melbourne University. Interested in digital marketing, social media, start-ups and latest trends.