Ecommerce sales have witnessed substantial growth in recent years, with double-digit annual growth rates in each of the past 3 years. Those growth rates are expected to continue through 2017. Currently, ecommerce accounts for 6% of total retail sales in the United States, that figure predicted to increase to 20% over the next three years. Of online sales, those made on mobile devices will account for about 1 of every 4 dollars spent.
The best ecommerce sites are not always the most visually appealing, but rather those that work by meeting established sales objectives. An ecommerce site that “works” offers the products consumers want and creates an engaging, user-friendly experience. It's one characterized by clear, comprehensive product descriptions and a buying process that's simple and easy to navigate.
Here are 5 design trends that will continue to shape the future of ecommerce in 2015:
- Mobile-friendly: Sales of mobile devices are now higher than those of PCs. Responsive design has been in vogue for the last year, but many retailers have had challenges with performance and are turning to adaptive design instead. Depending on the project, adaptive, responsive, or a combination of both methods may be the best solution.
- Flat design: Focus will be on minimalist design, which eschews gratuitous decoration to highlight products and services. More and more, ecommerce sites drop flash in favor of substance.
- Content: The increased focus on presentation of products means more product-related content—but not more text. Instead, consumers can access product information through clickable content such as quick views with expanded product and pricing descriptions.
- Multiple fonts: The trend towards multiple fonts is not new, but will become more prominent for all websites, including those for ecommerce. Look for an increase in the use of branded fonts to increase visibility and capture shoppers’ attention.
- Product videos: Plenty has been said about the efficacy of videos on increasing conversions and improving search rankings. Increasingly, video, which demonstrably increases sales, will dominate ecommerce in 2015. With 97% of online shoppers viewing product videos and 64% of those who view them more likely to make an online purchase, look for a steady increase in the use of product videos.
The second half of the decade will see substantial growth in ecommerce sales. This growth means increased competition to capture a greater share of this market through adaptive design, minimalism, an increased focus on products and a greater use of video to engage online shoppers.
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