Put yourself in the mind of one of your customers. Better yet, go to any ecommerce website you like and have a look around it. It's different from other websites, unique, but everything is also familiar. The navigation is where you expect to be. The logo is where you expect it to be. The items are laid out in a manner that you are used to. The checkout process works as you would expect it to.
As website owners, sometimes we wish we could step away from the tried and tested layout and user experience deployed on most websites. We want to stand as far out as possible from the crowd. It's understandable. After all, we have created our businesses by doing our own thing. Surely our website should reflect that unique quality in a saturated marketplace?
This approach is inadvisable. Here's why...
...is that familiarity mentioned above. Return to being a customer, not a site owner. If everything on a website is where you expect it to be, it's familiar. If it's familiar, you know it. You trust it. If you trust the process that you are using to buy something from a website, you are far more likely to put any doubts aside and complete your purchase. That familiarity has carried you through from being a tenuous visitor to that website, to being a paying customer for that business.
True artistry comes from being able to combine functional requirements with a customer's vision for his/her website. This is a tenet of ecommerce website design, and one that Pocket Book believes in. We do not believe in compromise. Your website will be unique, engaging and inspiring - but also a functional, efficient sales mechanism for your business.
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