Table of contents
- Overly Mobile-Friendly
- Too Much Interactivity
- Too Much Color
- Too Much Imagery
- Too Much Globalization
- Too Much Personalization
In this article, we’re going to take a look at some of the riskier aspects of eCommerce web design and inspect some websites that, unfortunately, have used them in a less than optimal way.
Some of the design trends we’ll be discussing can make or break your website and potentially hurt your business if implemented incorrectly, so it is extremely important to learn how to cope with those trends before you unknowingly make a poor decision. Sure, you need to keep your site up-to-date if you want to stay relevant, so changes to its design are bound to happen, but there are some elements that you might want to think about twice before updating your layout.
In this article, we’ll analyze the top eCommerce design trends in 2019, single out the ones that are risky by nature and take a look on how they might affect your site’s success in a negative way if used incorrectly.
#1. Overly Mobile-Friendly
The constant rise of mobile and tablet users has noticeably impacted the eCommerce business, and catering to mobile users’ needs is as important as making sure your site runs smoothly in all browsers. Responsivity has become one of the absolute musts of a successful, modern website.
But how could it possibly be bad for you? Well, it’s not necessarily the responsivity, but the approach that some developers take when creating their sites. They focus completely on mobile versions, creating them first and then adapting them for desktop computers. That is absolutely not the right way to go and to some extent even neglects desktop users. H&M’s page is a perfect example, with its mobile version being perfect for browsing their stock, with clever use of white space that looks natural.
Source: H&M USA
Meanwhile, the desktop version looks empty and oversaturated with white space, making the site appear less than aesthetically pleasing.
Source: H&M USA
Let’s just look at the statistics concerning the devices used for shopping last year. Clearly, people still prefer using their laptops and desktops to buy goods online. The role of mobile devices is undeniably growing, but their usage is still far ways from becoming dominant. So, the desktop version should definitely be that starting point for creating a website, at least until things change more drastically.
Source: Digital Market Community
#2. Too Much Interactivity
Interactivity is an important aspect of a modern website. Visual and audial media, animations, GIFs, cinemagraphs and videos are great tools to excite your visitors and grab their attention.
But how can it prove hurtful? Well, too much animation or too many videos can simply distract your visitors from your content and refrain them from actually browsing your catalog. Take a look at Bellroy’s website, for example. Every single wallet from the screenshot below has its own animation, making basically 100% of the screen on the move constantly.
Interactive elements can overshadow all the other content on your page. Check out Chanel’s website. It’s basically a video gallery. Unfortunately, though, most of the videos are black-and-white, which doesn’t blend well with the minimalistic website designed in achromatic colors.
#3. Too Much Color
Minimalistic designs have outlived their time seeing how many sites have already been created in that style. Unsurprisingly, achromatic colors like grey, white and black along with neutral palettes are getting pretty stale too. Today, contrasts are the banger and the main idea behind it is to make your site really stand out from the crowd.
Sure, colors are great, but you still need to be careful in how you pick them in order not to distract your customers. Some designers can go a little overboard when coloring their sites and as a result make them look like a tasteless mass. Look at Grocery Gateway. Don’t you find the sheer amount of shades of green a little abundant?
Source: Grocery Gateway
Picking a pre-designed Shopify templates can be one way of shortening the time you have to spend designing your store. Check out Shopy, perfect for any store category, with over 13 pre-made layouts and clean, beautiful design!
Source: Shopy Template
#4. Too Much Imagery
Keeping a good balance between informative and legible is crucial for a successful website. Utilizing imagery is a great way to show off your products or spice up your content, but you shouldn’t rush and add the prettiest picture you can find. In the past couple of years, some designers have started overly relying on imagery. They are used to attract the customer’s attention and convince them that buying your product is a good idea. However, just a picture of, say, a desktop computer, isn’t enough to do just that – you’ll need technical information as well.
Another thing is, not every image is usable in your situation. Take a look at Givenchy’s homepage. Isn’t it blasphemous how they use white text on the white part of the poor guy’s sleeve? That is a textbook example of a designer not paying enough attention to what they are doing.
#5. Too Much Globalization
Make no mistake, translating your store into multiple languages will definitely help you tap into the international market. It’s also a way of expanding your brand to more nationalities.
However, there are risks attached to even that. First of all, once you become international, it only makes sense that your customers will grow ever more demanding of you. And then there’s the logical part – every single translation mistake on your page will undermine your visitors’ trust of you. Have a glance at Patscheider’s website. It’s available in English and German, however, some areas of the website are a mix of the two. Notice how it says “How to Skimiete”. As a non-German speaker, I can only guess what that means, and the same applies to the rest of their non-German visitors. Make sure this doesn’t happen to your store.
#6. Too Much Personalization
Think things over before you update your website’s design. Of course, following the latest design trends is extremely important, but you always need to be wise in how you implement them on your page. I hope I managed to clear out the picture for you (at least a little bit) and helped you better understand the nuances of maintaining a relevant and successful eCommerce store.