Today we will learn about e-commerce, and Etsy will be our teacher. For anyone who doesn’t know, Etsy is a site where people can sell their beautiful handmade creations: anything from earrings to dishes to soap. It is an online marketplace featuring wares from vendors all over the world. And it’s immensely successful. Researchers have found that Etsy has over 60 millions individual visitors each month, and going further, once visitors are on Etsy, they stay on Etsy for around ten minutes on average. That’s a feat given the typical flit-here-and-there behavior we an all exhibit when surfing the web.
We have a lot to learn from Etsy. But what has Etsy done to create such success? What are their regular practices? Without further ado, let’s look at how Etsy uses web design to create e-commerce gold with the goal of learning how any company can grow an e-commerce business.
Visitors to Etsy are immediately arrested by the site’s beauty. Looking a lot like Pinterest’s layout (another successful one), Etsy’s grid appearance is visually pleasing in its neat, tidy order. It’s not boring though. The colors within each grid have been carefully chosen to pop without being obnoxious to the eye. What do we have to learn from this aspect of Etsy’s site? Seek to create a pleasurable shopping experience through beauty and order. Consider layout carefully. Consider visual aspects such as color and imagery.
Be a Social Animal
Etsy’s incorporation of a technique like Pinterest’s wherein clients can favorite what they like most. These favorites grouped into collection are featured on Etsy’s first page, giving prospective e-shoppers a window into someone else’s tastes and encouraging interest. In many cases, the featured individuals tastes will jive with mine, and suddenly I have a whole collection that has been seemingly curated just for me. Shopping becomes not only a practical experience but also a social one. This dynamic will certainly appeal to consumers especially female ones. From this, we can learn how valuable marketing through social networks is and also how creating a social network on the e-commerce site can have brilliant results, enabling a sort of community of consumers thus increasing interest and revenue.
Build your Brand
People buy goods on Etsy, as mentioned, from vendors all over the world. If you’re like me, you might hesitant to buy from someone so far away as this distance might feel like a way to enable scammers. Etsy offers policies that protect consumers though and a rating and review system that either makes or breaks a vendor’s business. So, if a customer is taking too long to send an item to a customer or is otherwise being shady, the customer has recourse to complain. In addition, each vendor on Etsy is required to write a detailed “about” page wherein her or she establishes an identity and gains vendor trust, thus enhancing credibility. Your takeaway? Build your brand so that customers will trust you and purchase from your e-store.
If you treat your customers well, they will trust you and keep coming back to your store. More than that, they will talk about your business and do so in a positive way. Simply, make customer service part of your mission.
Web design is crucial to a company’s e-commerce success. As you design your site, be sure to keep in mind what Etsy has taught us.