Best ecommerce websites of 2021
When it comes to ecommerce websites, you should know that first impressions count for a lot. Especially when the margin for you to make a lasting impression is less than a minute, so it is important that in this small space of time you capture and engage your users’ attention.
Fear not however, there are some easy to remember ways to ensure that yours is a website that users will stay for. We’ll cover all this, alongside some of the best ecommerce websites that are hitting the mark in terms of great balance between design and function.
What makes best ecommerce websites a success?
When it comes to building a successful ecommerce website, there are elements that you should consider to ensure your website is visually interesting and captures the attention of your visitors quickly.
One major consideration to bear in mind is the unique balance of appealing design and the actual functionality of the site.
It’s all well and good that the site looks beautiful, and yes at first this will be appreciated by visitors with good taste. However, without the function to bolster this, things will fall apart very quickly.
Nothing is more aggravating to a user than coming onto a website that looks great, but it’s practically impossible for them to use. Especially when all they want to do is make a purchase, yet it feels like an impossible task.
It’s important to think about how the site will work as well as how it looks, as this will ultimately help drive sales on your website.
One of the biggest factors that will increase your website’s popularity and overall traffic, is how responsive it is.
When creating your ecommerce website, it’s vital to consider where and how your visitors are accessing your site. It is highly likely that a lot of your visitors are on your site via their mobile device in place of browsing on their desktop.
Nowadays it is just as common, if not more common as it allows them to take their browsing and shopping experiences anywhere at any time. It’s easy to assume that if your website is not currently optimised for mobile use as well, you could be missing out on potential sales.
Visual Appeal is key to the best ecommerce websites
With function being a huge factor in the success of an ecommerce site, it’s still equally as important that it’s visually appealing. The most successful ecommerce websites sit in the sweet spot where function and design meet and are implemented well.
Imagery plays a big part in giving the users a virtual snapshot of what you are selling and this is why it’s really important to ensure any imagery used is high quality.
Dare I say… Your images need to “POP”.
The imagery you use needs to represent your brand and also evoke emotion. Stimulate the users’ impulse to make a purchase.
Creating visual appeal goes beyond just your use of imagery, but how it’s used on the site along with fonts and colours.
You don’t want to overdo it though, else your site starts looking chaotic.
We recommend establishing 1-2 fonts that pair nicely and the same goes for colour choices too. That way, your website remains easy for the user to digest and navigate.
A great example of an ecommerce website that works really well, is Seed. Seed is a microbial sciences company pioneering applications of microbes to improve human and planetary health.
Upon hearing that, you’d be forgiven for thinking it doesn’t sound like it would make for a very visually enticing website.
By combining powerful hero imagery, simple colour scheme and smart use of fonts, that couldn’t be more wrong.
Seed is a great example of using a simple layout within your website designs, whilst also considering functionality as the site itself is very easy to navigate and just as easy to digest what the brand is and the benefit to the user.
Ultimately, the main element that will draw users to return or even recommend your website is the experience, from start to finish. And Seed does this successfully as their brand seamlessly flows throughout their site.
Another strong example of an ecommerce website that we liked this year is Cowboy. Cowboy is a first of its kind electric bike brand – they sell electric bikes with all the bells and whistles. By bells and whistles, we mean theft alerts, auto and manual unlock, crash detection, and more.
The brand claims to be “Simple” and “Smart”, which after being on their website for less than 10 seconds, this is conveyed almost immediately.
Some elements that jump out immediately that make this ecommerce website successful in comparison to others is it’s satisfying simplicity.
Prominent headings, short yet effective subheadings make it easy for the user to scan and understand functions with accompanying CTAs. Accompanied with powerful hero imagery which creates a sense of desirability, the user’s journey is one that echoes what the brand is about and this is also captured throughout the site.
One area of the site we found particularly impressive, in terms of functionality and design was the product page. The communication between the functions on the page and user are effortless.
The general experience from product to basket is made very simple and stress free – exactly what we like to see.
It’s important to acknowledge that no ecommerce website is perfect – ecommerce website design is an area that is forever evolving.
A key aspect found on the best ecommerce websites is a good balance of functionality and design. If you can get that combination right, along with some key elements we’ve mentioned, then you should see the results.