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The ultimate online shopping experience, Part 1: strategy and design

13 Oct 2008

The retail marketplace has become intensely competitive, as retailers increasingly compete across traditional segment boundaries, brands expand their direct-to-consumer channels, and consumers exercise their growing power to seek out the best value for their buck. In addition, consumer expectations are on the rise, as they continue to have rich and immersive experiences elsewhere on the Web.

In the e-commerce world, retailers must ensure that they are delivering differentiated and satisfying customer shopping experiences to attract and retain customers.

In this environment, site design is crucial to the success of an e-commerce storefront. Just think of the immersive nature of the physical store and how that experience can be translated on the Web. The quality of your site experience is a fundamental driver of the site's ability to convert visitors to buyers and ensure long-term customer loyalty.

In addition, your approach to site design has important implications for how much flexibility and control you will have over the site going forward. The following user interface (UI) design best practices will help:

Improve the efficiency of site development projects
Optimize your ability to leverage the functionality in your e-commerce platform
Make it easier to manage the site and make changes to site content, functionality and design
Enhance site responsiveness and the online shopping experience for end-customers.

Though each online retail business has different brand positioning, target customers and product assortments, there are certain standards and principles that can and should be applied across the industry.

Read the full article here.