DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or...

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Transcript of DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or...

Page 1: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,
Page 2: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

DESIGN FOR E-COMMERCE

Page 3: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

DESIGN FOR E-COMMERCE

Page 4: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,
Page 5: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,
Page 6: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

GOOD vs. BAD

• What is “good” photography? - Consistent

- Clear

- Descriptive

- Enticing

- Real

- Conveys emotion

• Impact of “bad” photography - Make your site look unprofessional & unreliable

- Shed poor light on your brand

- Drive visitors to seek out other sites with better images of the

products or a more visually pleasing site

- Decrease in conversions

Page 7: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

BEFORE…

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…AFTER

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• Take visually interesting photos of your products.

• Keep a consistency among your photos. - Background color

- Size

- Orientation

- Portrait

- Landscape

• Use good photography not just on the homepage, but

throughout your site.

• Provide your customers with alternative images of

your products.

ACTION PLAN

Page 10: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

INTERESTING… NOT INTERESTING…

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CONSISTENT… INCONSISTENT…

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&

&

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HOMEPAGE

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CATEGORIES

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• Bad typography can make a site look sloppy or

unprofessional

• Readability is key for conversions

• Sets an emotional tone for brands, products, and the buying

experience

• Typography concerns more than just the specific font used.

It also involves: - Size

- Styles & Weights (bold, semibold, italic)

- Spacing

- Pairing (mixing fonts)

WHY TYPOGRAPHY IS IMPORTANT

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READABILITY

Page 18: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

READABILITY

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SETTING THE MOOD

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SETTING THE MOOD

Page 21: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

SETTING THE MOOD

Page 22: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Illustrate information hierarchy – Use fonts to draw attention to important points (not everything!)

• Specific strategies – Pair fonts that have stylistic differences

– Play with size and placement

• Be consistent – Using your selected fonts in multiple areas throughout your site will

maintain a cohesive and deliberate look

ACTION PLAN

Page 23: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

HIERARCHY

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HIERARCHY

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PAIRING

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PAIRING

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CONSISTENCY

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CONSISTENCY

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Page 30: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• How many categories do you plan on setting up for

your store?

• Will you have subcategories?

• Will you be expanding your product line?

• Are your category names concise and clear?

• How many clicks will it take to get your visitor to

their desired product page?

THINGS TO CONSIDER

Page 31: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Write out your category and subcategory tree

• Keep the category names short

• Create your categories using the navigation style that

works best for your business

ACTION PLAN

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TOP NAVIGATION

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TOP NAVIGATION DROPDOWNS

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VERTICAL POPOUTS

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SMART TREE EXPAND

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SMART TREE EXPAND

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POOR PLANNING: TOO MANY CATEGORIES

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POOR PLANNING: CATEGORY NAMES

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POOR PLANNING: TOO MANY CLICKS

TO GET TO DESIRED PAGE

Page 40: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,
Page 41: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• What makes a “good” slide design?

– Balance of images and text

– A ‘Call to Action’

– Readable font style and size

• What makes a “bad” slide design?

– Clutter

– Too much text to read

– Text is not readable

GOOD SLIDES vs. BAD SLIDES

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BALANCED

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UNBALANCED

Page 44: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Use a few images and simple text to create your slides

• Choose a readable font style and size for text

• Provide a ‘call to action’ to direct visitors on where

you want them to click on the slide

• Promote your products or popular categories as well

as other important aspects of your business.

– Ex: Social Media pages, Causes you support, Discounts, etc..

ACTION PLAN

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A GOOD AMOUNT OF TEXT

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TOO MUCH TEXT

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SOCIAL MEDIA

CAUSES AND

CONTESTS

PROMOTE MORE THAN JUST PRODUCTS

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LIKE THIS…

NOT THIS…

SAME MESSAGE, DIFFERENT DELIVERY

Page 49: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,
Page 50: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Create graphics for your category pages

• Design informational pages that your visitors will be

frequenting

• Try not to leave pages blank

• Keep a consistent look throughout the pages of your

site design

ACTION PLAN

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FILL INTERIOR PAGES – CATEGORY GRAPHICS

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DO THIS…

NOT THIS…

CATEGORY GRAPHICS

Page 53: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

LANDING PAGE: ABOUT US

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LANDING PAGE: LOOK BOOK

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LANDING PAGE: PRODUCT LINE

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LANDING PAGE: VIDEO GALLERY

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Page 58: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Display the ways you want to be contacted

– Phone, email, store address, contact form, social media channels

• Provide your contact information throughout your site

– Header, Footer, Contact page, Feedback Form, etc…

• Add forms to your site for your visitors to fill out

ACTION PLAN

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VISIBLE CONTACT

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VISIBLE CONTACT

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“CONTACT US” PAGE

Page 62: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

“CONTACT US” PAGE

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“CONTACT US” PAGE

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FEEDBACK FORM

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FEEDBACK FORM

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• Add Social Media Icons so your customers can

connect with your business on other social platforms.

• Display a Promotion

– Special offer for returning customers

– Products, services, or events you offer

– Advertisements

• Turn the Thank you page into a helpful resource page.

– Add most popular posts, infographics, resource page guides,

tutorials, etc..

– Strengthens visitors’ perceptions of you as an expert in your area

ACTION PLAN

Page 68: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

OFFER AN INCENTIVE TO SHOP AGAIN

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FEATURED PRODUCT SCROLL

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CONNECT WITH SOCIAL MEDIA

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404 ERROR: THE DEFAULT

Page 73: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

• Create a custom 404 error page

– Eases frustration

– Can inject humor into this page

• Add links to popular pages or the home page

– Helps your customer get back on track

ACTION PLAN

Page 74: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

404 ERROR: GENERAL OOPS

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404 ERROR: USE HUMOR

Page 76: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

404 ERROR: LINKS & INFO

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Page 78: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

ACTION PLAN

• Use the social media platforms that you are

comfortable using, and that fit your business

• Create a brand worthy of social sharing

• Make Social Sharing visible on interior pages

• Reward your followers

Page 79: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

SHARING & TEMPLATE ICONS

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SHARING & TEMPLATE ICONS

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FACEBOOK / SOCIAL STORE

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FACEBOOK / SOCIAL STORE

Page 83: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

SOCIAL BAR

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SOCIAL BAR

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Page 86: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

TILING LAYOUT

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VERTICAL NAVIGATION

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FIXED HEADER

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FIXED HEADER

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FIXED HEADER

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LARGE IMAGERY

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POPS OF COLOR

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POPS OF COLOR

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COLOR BLOCKING

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MUTED PASTELS

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MUTED PASTELS

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B&W TO COLOR

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B&W TO COLOR

Page 99: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

Q & A

Page 100: DESIGN FOR E-COMMERCE - Volusion · • Bad typography can make a site look sloppy or unprofessional • Readability is key for conversions •Sets an emotional tone for brands, products,

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1 Professional and Unprofessional Relationships. 2 Overview AFI 36-2909 Professional Relations Unprofessional Relationships Fraternization Responsibilities.

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