Eyes on your eCommerce Website
Designing an eCommerce site is a lot more than rendering it pretty. You have certain desired actions you are considering from your own visitors. You have specific things you desire to be sure they see and hopefully act on. Now, there's some research that may guide your design. Certainly you need your site to check professional, nevertheless, you want it to accomplish its job as effectively as you possibly can too.
People are surprisingly alike in a few of these basic visual behavior. It has been argued our evolution as hunter-gatherers has shaped a lot of our ingrained visual patterns. Whether you get that one argument or not you may still find important commonalities.
Typical behavior on initially viewing a niche site is to execute a fast scan of the complete visible screen with short focusing periods round the areas that attract attention. First pass will include headlines, the page logo, photo captions, subheads, links and menu items. And the big spot may be the upper left corner of the screen. I haven't seen any definitive research on whether these patterns also hold for users with native languages that read in any manner except left to right, but I'm assuming the majority of you're building sites for left-to-right readers.
The clear message is your most important property is for the reason that upper left area and that the low right (especially if it's below the fold) may be the least more likely to receive much attention.
How you utilize your words in a headline, paragraph or link could make an enormous difference in your success at capturing a visitor's attention. The idea is named frontloading. Wherever you may make sure your critical terms appear at the beginning of headlines, links along with other text. It's still surely got to make sense, however the first few words are more apt to be at the very least scanned then your middle or end of a headline or link or the within of a paragraph.
The identical words might have drastically different capture rates based on their order. You need to maximize the probability that visitors will read a complete headline or link and act onto it. So put the most important, enticing words first - those that will be the best grabbers and convey the topic immediately.
You don't possess considerable time to mess about. It has been reported a typical surfer could be off your page in well under 14 seconds unless something grabs their attention fast. Remember the upper-left? You should do a particularly good job with headlines, link and text for the reason that area.
Dropcaps (where in fact the first capitalized letter in a line is in another, often unusual, font and extends below the standard text base-line), bolding, font changes and color changes may also serve as strong eye-attractors. In the event that you try these techniques you should be careful you do not overuse them (your page can look such as a mess), and it's really vitally important that you test whether they're actually doing what you would like. Annoying as it might be, running tests may be the only solution to make certain it's a noticable difference.
Do you utilize lists? Perhaps you have made sure that they are in-line so when near to the left margin as you possibly can? Don't ever use an overview format with multiple indents. People scan down, not across plus they have a tendency to scan near to the left margin. Indent an excessive amount of and it may as well be invisible.
An interesting testing result that I read somewhere said that somewhere within 10 and 20 percent of website visitors don't even see centered headlines. Sure they look nice and lots of sites utilize them, but if they are totally missed by even 3 percent of one's visitors, you're paying a significant price to check good. Suggestion? Put those headlines against your left margin.
This also pertains to links. Put those links against the left margin, not in the paragraph, centered or off to the proper. And if you need any clicks on a web link, never put it for the reason that nearly unseen lower right area. May as well just leave it off your page.
How about indented paragraphs? Now there is a great way to start out a disagreement. Some argue that it attracts the attention, it's different, few sites utilize it so you stick out. Others insist you are greater off staying left justified and frontloading each paragraph. There's only 1 solution to resolve it on your own, yeah, run some recent tests and see what realy works together with your visitors on your own site.
The important thing is that as soon as you get beyond the fundamentals of placement, frontloading, and left-justified links and headlines, you should test in order to fully maximize the potency of your site design. I wish there have been an easier answer too, however in the finish only testing will let you know what realy works best for the site.