The top 10 top 10 tips for ecommerce web site design
By: Tom Smith
February 7, 2006
What is it about "Top Ten Tips" approach to sharing information? What is it about the idea of a Top Ten that makes headlines seem so alluring. I've seen one new media news agency put out two Top 10s and a Top 20 this week alone.
I imagine that we all are scanning headlines in RSS readers and anything that seems both usable and easily digestible is too good to miss. A Top Ten list has the promise of containing easy-to-follow instructions that get us from A to B.
Companies are keen to demonstrate their competence and knowledge in a given field, but most of them are too busy to write a book about their tips and we probably wouldn't buy a book on the subject either. A Top Ten is both easy and cheap to write and is devilishly tempting (as a headline at least) to read.
But the problem with many Top Ten tips pages is that the advice can be too generic, like saying "Wrap up warm in winter" to an Australian. The tips can also contradict each other depending on the tipsters priorities.
Another problem with most Top Ten Tips pages is that the tips are not ranked at all. Most people when compiling a Top Ten don't actually have any figures that can show to you that "easy to read text" is at number 3 whilst "quick loading pages" is number one. Most Top Tens, although grounded in experience and a wealth of knowledge are compiled from the top of the head. And so, following in the same vein, I've compiled a Top Ten of the Top Ten Tips for web site design, pulling out the Top Ten Issues that you need to be thinking about when planning your site.
Note: I do not necessarily endorse any of the tips included in the links below. They are merely shown to give you some ideas of the sorts of areas you need to be thinking about when planning your web site.
1. Think about design
Often people think about design in terms of what a site looks like but design can be so much more. Make sure all aspects of your design matches your customers expectations, not just how it looks.
Ten Top Tips for a good Web Site
... has the wisdom...
- Red On Blue Isn't Good
- I Don't Like Your Java Clock
- Popup Window? I'm Leaving!
..but they then split the advice onto two pages, making it impossible to print. They also use blue text for headers which look a little too much like links for my liking.
10 Most Important Web Design Tips
... contains tips such as...
- Simple navigation.
- Helpful and useful information.
- Good quality content and images.
... which I agree with but they then go on to use arbitrary animations and sound in their web page. I'm not so sure about those design choices. Because "simple navigation" is actually very subjective it can be extremely hard to acheive. Designing "simplicity" takes real skill and artistry.
This site seems to have a Flash clock in the sidebar too.
I like the tips from this site because the tips are easily measured and can be implemented. Anybody can validate their site's HTML or check the 404 page. A simple "tick the box" checklist that will genuinely help.
- Ensure Your Web Site Complies With HTML Standards
- Make Use Of CSS - And Ensure The CSS Is Compliant
- Provide A Search Facility For Your Web Site
- Ensure Your 404 Error Page Is Tailored
Top Ten Digital Photography Tips
One of the most common problems with small to medium sites is overlooking the use of imagery. Bad cropping, poor photography can all be helped by spending a little time playing with your camera and learning what it can and can't do.
- Warm Up Those Tones
- Sunglasses Polarizer
- Outdoor Portraits That Shine
2. Use the best technology
Understanding what the technology is capable of will help you make the best technology choice. Make sure you find a partner who can leave the jargon at the door and can clearly explain their technology choices.
10 Important Tips for a fast loading web site
Again, these tips could be more explicit, maybe showing examples of how to optimize code.
- Optimize your HTML code:
- Effective Table design
At the OTHER media we would recommend that any site should not contain tables, ironically, to make you page faster to load and meet all accessibility guidelines.
- Focus on the content, not the delivery mechanism. Create a system that can be flexible and can change over time.
- Remember that not everybody is technically inclined - make the site easy to use.
3. Plan your marketing
There is more than one way to promote your site and a lot of common sense advice on things you may have missed.
Top Ten Small Business Web Site Marketing Tips
These tips contain some wisdom that contradicts the tips many SEO companies will happily recommend.
- Content is key
- Keep it current
- Don't try to outsmart the Search Engines - Eventually you'll loose
- Links both in and our must be relevent
Ten marketing tips to help promote your small business
Because ten is such a small number, finding one Top Ten that has all you need to know isn't possible. You many have to shop around a bit.
- Word of mouth is the most cost-effective, powerful form of promotion.
- Business cards need to stand out from the crowd.
- Testimonials support your credibility.
2 useful hints about affiliate/referral associate programs
I was attracted to this Top Ten because it contains "Harness Your Passion". Always good advice. It also suggests that you...
- Select your target
- Become interested in a hot topic
- You need lots of traffic
- Rule number 1: Go for quality
Things You can Do to Increase Visitor Response
Getting people to your site is only half the battle, if that. This site has some challenging tips you may or may not agree with.
- Whatever you are selling for retail online, "Lifestyle graphics" work best!
- Most people come to a Web page in search of information.
- Let your mind think outside of what is already being done or what has been done before.
- The use of humor at times is very powerful.
4. Plan your SEO and marketing carefully
There are probably more tips on SEO than anything else on the web. Search Engine Optimization if of course very important, but it has to tie-in to other aspects of your business. Read the tips with a pinch of salt handy.
Google website optimization tips for top 10 ranking
Most of what can be done in the area of Search Engine Optimization can be found online in any number of discussion boards. There are good tips that everybody should be aware of and bad tips that can get you banned by Google.
Ten Tips to the Top of the Search Engines
- Do not purchase a new domain unless you have to.
- Optimize your site for your target audience, not for the search engines.
- Research your keyword phrases extensively.
- Design and categorize your site architecture and navigation based on your keyword research.
Essential Tips to Ensure Your Press Release Makes the News
- Make sure the information is newsworthy.
- Tell the audience that the information is intended for them and why they should continue to read it.
- Start with a brief description of the news, then distinguish who announced it, and not the other way around.
- Ask yourself, "How are people going to relate to this and will they be able to connect?"
5. Design the copy you use
The text you use on your web site will impact on the sales you make, the number of visitors and the perception of your brand. If you have a team of people adding to the site, how are they supported to work effectively?
Ten Tips for Effective Internet Article Writing
- In the first paragraph clearly state what the article is about.
- Explain your points in short paragraphs.
- Don’t be afraid to spill all the beans! Tell your trade secrets!
6. Anti-tips, what not to do
Of course sometimes it's easier to tell people how not to do things rather how to do things. It can be easier to learn from others' mistakes than make your own.
- Slow Download Times
- Poor Choice of Background and Text Colors
Weblog Usability: The Top Ten Design Mistakes
- No Author Biographies
- No Author Photo
- Nondescript Posting Titles
- Links Don't Say Where They Go
10 Easy Steps to a Horrible Ecommerce Site
- Use your Ecommerce Software's Default Layout
- Don't use Thumbnails
- Don't optimize your Images in Photoshop
- Don't smooth the Checkout Process
Ten Tips To Keep Your Website Unnoticed on the Internet
- Choose an obscure domain name.
- Never add fresh content or pages to your website.
- Avoid reading anything about how to promote traffic to your website
- Set up your website and then just leave it.
7. Take usability very seriously
Ten ways to improve the usability of your ecommerce site
Normally I'd recommend that you buy 10 books on usability, including Steve Krug's excellent book "Don't Make Me Think", but there a few common sense tips in this, including...
- Identify users with their e-mail address
- Break up the ordering process into bite size chunks
- Tell users where they are and where they're going
- Don't make the ordering process harder than it needs to be
8. Be accessible to all
Being accessible to all is both a legal requirement and the right thing to do. Make sure you research what the current best practice is and hopefully go beyond it.
Make your web site more accessible - ten tips that also goes for mobile access
- Avoid using tables to format text columns.
- Validate the HTML & CSS of your site.
More than 10 tips from Dive in Accessibility
9. Think about your business and legalities
When working with some design or technology companies, you would be forgiven for imagining that it's all about the technology. Make sure you find an agency that wants to hear and understand about your business.
Top 10 Tips When Buying Your Web Site
* Be clear about how you will measure the success of the web site.
* Who are your audiences?
* What do you expect visitors to gain from your site?
Ten Tips to Profit From Traffic to Your Website
* Join relevant affiliate programs
* Sell Advertising on your site
* Increase sales 5-15% with an exit pop-up
10 Tips to Save You Time and Money When Planning Your Professional Website
- Make a list of sites you like /dislike
- Evaluate your competitor’s websites
Advice for New Coaches: 10 Ways to Attract Your First Paying Client and Receive Endless Referrals
- Lead an online forum or discussion board.
- Focus on a niche market.
- Have a provable track record
Ten Legal Tips for Web Site Operators
* Use a Written Website Contract
* Watch Your Exposure
* Consider a Privacy Policy
* Respect Trademarks
* Protect Your Own Intellectual Property
* Abide by Advertising Laws
10. Pay attention to who is giving you advice
Yes, I've been guilty of writing "top ten" articles (see 10 Top Self-Test Usability Tips).
I'm pretty sure that most useful knowledge can't be condensed into just ten tips, but they can be a really useful way to see how your priorities match a potential company. If your top 10 needs match their top 10 tips maybe you have some common ground on which to base a working relationship.
If you have found some better "top tens" or have your own recommendations for effective web site design please leave a comment.
See Tom's blog: theOTHERblog.com
See Tom's Shopping site:http://www.burningahole.co.uk