Function Over Form: How Customers Value Convenience Over Beauty

DMVG Website Design

Shopping is about the experience, and this is true in both virtual platforms and physical shopping centers. Your content needs to be engaging (and just the right kind of humorous, if possible). Your photos need to be crystal clear and fast-loading. You need to have every widget your customer is looking for, all perfectly arranged so they are easy to find.

These are impossible standards, but ecommerce depends on standing out in a crowd and offering as much as possible to draw in new business. With a focus on new features, new photos, new attention-gaining marketing efforts, and constant rebranding to reach new target markets, it can be easy to focus on just the appearance of your website. While looks do matter in establishing customer confidence, functionality matters more. Here are three ways to organize your site to optimize convenience. These tactics even help guide how your site should look.

Break your homepage into scrollable sections.

Clicks are good. You want high click-through rates that measure how much traffic is getting to your site. But once potential customers are on your site, you want to create a layout that requires as few clicks as possible. Every time someone clicks on a link, they go to a new page, which means delays and potentially slow loading times. These are bad for business since most of your traffic will leave at the slightest inconvenience. Clicking is also inconvenient, especially as more and more web traffic is on smartphones. A scrolling motion is more natural so your traffic will stick around for longer.

It's still important to organize your layout. So create horizontal sections on your site, each with a different background color. These replace the tabs that a traditional navigation bar would offer. Each section should directly offer what the customer is likely to be looking for:

Let customers schedule appointments.

Put your calendar of available slots up on your homepage. Ecommerce is built on immediate sales and decisions, so you need to add as few roadblocks as possible. If customers can set up an appointment with just a few clicks instead of having to call your office, wait for a response, and talk to a representative, they are much more likely to do it. 

Highlight sales and special offers.

Nobody is going to comb through your site to look for a discount. Even having a separate coupon and sales page is too far removed for potential leads to search for it. Instead, dedicate a section on your homepage to recent promotions and your biggest sales. Make that information clickable so customers who are more invested in looking at all of your details can do so and the traffic that only cares about your most prominent offers have the information immediately.

Make access to service packages easy.

Every website needs landing pages for specific products and services. These are dedicated pages that are designed to get an immediate sale or to get a lead to join your mailing list. But these aren't the only places you should be trying to funnel sales from. If there is a primary product or service that your company offers, put it on one of the top sections of your homepage. This helps new visitors see your products and learn the specifics of what you're offering. It also helps more actively interested customers buy a package immediately. This section should still have good marketing practices, such as displaying basic, premium, and professional options, without overwhelming the homepage.

Your website needs to look aesthetically pleasing. But it's more important that it's easy to use. Give your customers the best of both worlds by creating blocks of color that organize your content, using clear fonts and short calls to action, and good graphics. Browse through our blog for more homepage design strategies.