Ecommerce Website Design: Where to Focus Your QA

Every business wants to create an ecommerce website that has a high conversion rate without having to alter the site’s original design. However, websites that deliver top results often evolve through the ecommerce website design testing process instead of being created on first try. If you need to increase the conversion rate of your business website to meet online sales goals, performing ecommerce website design testing that focuses on the design elements below will help.

Product Pages

Product pages contain a wealth of information, such as product descriptions, customer reviews, web copy that expounds on product benefits, photos, product details and specifications, and product options such as size, color, material, etc. How these elements are placed on the page can have a major impact on conversion rate. By testing different product page designs, you can develop at the best design scheme for the needs of your target audience.

Category Pages

Like product pages, category pages tend to have lots of information, especially when a company has a large inventory. With category pages, the key is to showcase products in a way that lets customers clearly see and compare them using criteria such as price, size, material, etc. Again, finding the best design option is a matter of testing. Would a list view work better than a grid view? Should a sales column be added? Ecommerce website design testing holds the answer.


Some companies are resistant to changing the layout of the homepage. More often than not, the homepage has received significant work, which can make designers territorial about its content. However, considering the importance of the page as the entry point to the website, different homepage design scenarios should be tested if the site needs to improve its conversion rate. Because each scenario will be professionally designed, the website will not lose face.

Calls to Action

A website can contain various calls to action, from “read more” buttons to form submission boxes to “free trial offer” gateways. However, unless a business does a good job of framing its calls to action within the context of the unique value propositions (UVPs) for its products or services, it won’t capitalize like it could on the calls to action. In many cases, the right calls to action are already present on a website; they just need to be better connected with UVPs.

Information Forms

Whether your website uses information forms for lead generation or to sign customers up for services, getting the best results requires making the information gathering process as logical and truncated as possible. Tests can be designed to determine the most effective way to arrange fields in an information form and the best place to locate the form on the website. Even simple forms can be redesigned and relocated to create a spike in the conversion rate.

Page Load Speed

Page load speed isn’t an element of web design, but the design of a website impacts how quickly its pages load. Reducing unused theme modules, using image sprites, and reducing the presence of Javascript and Flash can increase load speed. In some cases, improving load speed may also require using a different ecommerce host. Since 2010, Google has used load speed as a factor in determining site rank. A load speed of under 2 seconds is recommended.

Contact Us Today

The goal of ecommerce website design testing is to equip business websites with the best possible design for achieving a high conversion rate. If your business needs to increase its conversion rate to meet online sales goals, Coalition Technologies will identify which parts of the website should be tested, design the appropriate tests, and implement the winning designs. For more information, call us today at (888) 993-7639 or click here to use our contact form.

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