1. Content-led e-commerce

Nowadays, it’s common for the front page of an e-commerce website to provide content with no direct product links. Editorial content is used to suggest how items should be worn or simply to reflect the brand values. The clients can dive into an unforgettable shopping experience when they would like to. 'As well as linking to products from the blog, it's now common to see product pages that link off to blog posts and for product pages to show Instagram images of real customers wearing the items'.

2. Link lookbooks with the relevant items

If you include lookbooks to promote your goods, please give your customers an opportunity to easily find and purchase the featured items.

3. Clear social proof

Don’t hide testimonials, press articles, reviews, or certificates or don’t just add social buttons on the bottom of the front page or on the internal pages of your website. Make sure it’s clear, visible, straightforward: proudly place these in the header of your home page.

4. Focus on the qualities that make your product or service unique

What is it about your brand that makes it both different from all the others and utterly essential to your customers? Make your uniqueness visible on the website.

5. Slideshows falling out of favour

In the scrolling page it is much more efficient to list out all the possible slide content in an appealing mosaic with a clear call to action where relevant.

6. Tell your story - briefly.

Add an “About us” page to your e-commerce website. Tell your story from its beginning and mention what makes you unique. A couple of short paragraphs is sufficient. Add pictures to make it more impressive and engaging.

7. Make shipping options clear

If your shipping rates and/or coverage maps give you a competitive advantage, make sure that your customers know about that on your website’s landing page.

8. Draw attention to sales

Showcase your best suggestions on your website’s landing page. This is a key starting point to get customers into your store. Don't forget to use red to draw attention to your sale items.

9. Include a 'Bestsellers' section

It's a good way to introduce visitors to the brand, providing inspiration and giving them a starting point for their shopping experience.

10. Use only high quality photography

In the era of large retina screens and image zoom, it’s more important than ever to use high quality images that clearly show your products in use. Consistency in product visuals makes your site look more professional.

11. Let customer filter

Let your customers refine their product searches with filters and facets — from size to color to style.