The best eCommerce web designs double as online showcases for the business they represent, but they should, first and foremost, reinforce brand awareness and sell products and services. Capturing maximum sales and return traffic is less problematic when web design is holistic. It’s not enough to embed newsletter sign-ups and ‘buy now’ buttons. If a web designer has done their job correctly, a website will be an inviting commercial space where the history, ethos and style of a company gels with their customer demographic. We’ve put together five of our favourites sites, and the reason we love their design.
Stella McCartney Online
A pop-up appears as soon as you enter the site and invites you to join the ‘Stella Newsletter’ or the ‘Kids newsletter’, but you are not compelled – an understated diamante star shuts the pop-up down if you decline, because this is not a demographic to push around.
Everything about this site screams exclusivity. Gorgeous artwork and professional fashion shots provide links to different pages. Social media buttons and contact details are politely tucked at the bottom of the page but still accessible. Every time a new page loads, a lovely diamante S scrolls up and down, gently reminding you that you are in the presence of Stella.
Sony Official Store
The most impressive element of this website is its outstanding simplicity. All information is easy to read and laid out in tiled banners that draw the eye from one logical level to the next. Navigating to the section you want can be done within seconds, but before you click on a thing, you’ve already been informed about the latest specials and free shipping on all orders over $25.00.
You’ll never look at a cup of tea in quite the same way after visiting Luhse Tea. This website stays on message in 1940s noir style with a comic twist. The opening animation is so good we won’t spoil it – go online and take a look! Navigation is logical and page icons are interesting and offbeat amusements while you shop. One of the Luhse Tea design strengths is the playfulness of words and images.
The Hungarian Wine Society
This site is rather like a good bottle of aged wine. The palette is understated, the images steeped in elegance – this is a site to consume with your gaze. It quietly promises that you too shall attain Hungarian Wine Society refinement if you purchase one of their special drops. Navigation is via a subdued, but easy to access list across the top of the screen, and a scrolling checkout box stays in easy reach to the left of your screen.
Take a simple product, add great design and easy navigation, and you’ve got the Dog Collar website. This site is proof of the importance of developing a concept and staying on message. Navigation is easy with large icons across the top of the page listing size charts and products. The shopping cart, social buttons and specials are less prominent and the plain background and simple graphics lets the collars do the walking!