With holiday shopping just around
the corner, now is a good time to take a look at your web store’s design. It’s the competitive season, and design elements
that may seem minor can make the difference between landing and losing a
Serge Shaliga of Magic of Venezia,
which sells handmade Venetian masks, puts a lot of thought into his web store’s
design. “If customers see two stores
with comparable prices and one has a chaotic or tasteless design while the
other looks good and is easy-to-read, they’ll go with the second one, even if
the product costs a little bit more. Shoppers
don’t trust a store that doesn’t seem to care what its website looks like.”
Here are a few tips:
Make your web pages easy to
read. It should have a smooth flow, and
all the links should be easy to see and navigate.
Consider your colors carefully. They should be well balanced. “I hate websites with rainbow colors all over
the place,” says Serge, “and red can sometimes scare customers away.” Serge uses yellow because it’s eye catching
and black because it connotes warmth and mystery. Together he feels the colors give customers
the feeling of being on the dark streets of Venice, which is central to his store
Your products should appear on your
home page. Serge posts photos of all the
types of masks he sells on his landing page so that customers immediately know
what they can find.
Communicate with your customers on
every page. Magic of Venezia runs a banner that refreshes every time shoppers
click on a new page. There, Serge advertises discounts, holiday reminders, and
shipping specials. He makes sure to keep
the notes short so that they easily attract his customers’ attention.
Include an FAQ. “I like websites that are informative,” says Serge. FAQ pages are a win-win for everyone. They save time for both merchants and customers, since shoppers don’t have to email their questions and wait for a response.
Have an easy checkout. Whether your checkout is one or two pages,
make sure it’s smooth and polished.