Ecommerce designers should know that a website has a clear purpose: sell an idea, a brand, a service, a product, but sell something. No matter how aesthetics a website is, if that design doesn’t help to attract the target persona, that design is useless.
If we all agree that the best website is the website that converts, then we should support the idea that a website is always in sale-mode.
An eCommerce website design must include a cart and checkout pages to generate the transaction, and execute a payment. But what happens when you are selling intangible things, like company information, product branding, or photograph aesthetics? There is an invisible selling and that should be as effective as with a traditional eCommerce website layout.
I recently created a poll in the Global Elementor Community in Facebook, to explore what is the preference about pre-design in the website design work flow. The results are these:
A clear 62% of designers prefer design directly in Elementor but not all due to the reasons we may imagine.
Some people don’t need that extra step, and it doesn’t mean they are not taking into consideration the design constraints. A cook doesn’t have to do a mise en place for every dish, you can write a song on a napkin and so on. No matter how many restrictions a website design has, the ones you can’t avoid are the restrictions imposed by WordPress, the framework (Elementor), the Hosting, or Google. You can fly away on the wings of whatever design tool you pre-design but soon or later you will have to confront reality.
Elementor web builder environment, and the ones of most of the similar software types, really lack friendly tools for the design task itself, but most pre-design users point to the client interaction instead of the friendly design environment.
Website design is an ever changing product, and as the Internet evolves (Web1, Web2, Web3…), the website design should follow those requirements.
Whatever brilliant idea you have, whatever product you sell today, if you search it on Google you will find yourself immerse in a furious fight that makes it very difficult for a website to stand out from the rest of the competition. If your strategy to design a website today is the same as 5 or more years ago, you lose already.
Your website should have a clear purpose, sell an idea, a brand, a service, a product, but sell something. No matter how aesthetics a website is, if that design doesn’t help to attract the target persona, that design is useless.
In that sense, the fonts, the color palette, the layout, the copy, and everything in between, are an absolute responsibility of the website designer. The approach to the customer should be showing a few options from the controlled frame of options that may work with the goal of conversion, not the opening of the door to an infinite set of possibilities.
Yes, the design, obviously, is one part. The other part is everything about the system: the software and the hardware behind the website front-end (the code, the hosting), and the process flow.
If website designers understand that the website speed is a critical factor, they should only work and propose the backend solutions that help accomplish that goal.
Of course, there are always some customer stubborn requirements, but you should decide if you take or not that work. Remember, your goal should be to create websites that convert.
As you can see, our motto is to work in a controlled environment to avoid more random interactions of what are specifically needed.
We offer our customer Functionality instead of the installation of a piece of software (that may or not work). We test the software on our website and create the product, not the opposite.
That is the trend today. For example, Elementor introduced time ago Elementor Cloud: a tightly controlled environment that guarantees high performance. The toll? is a list of incompatible software like Revolution Slider, one of our all-time favorites.
That’s why I call it the biggest fraud on the Internet: everybody can design a website. We should all agree that this is just a marketing punchline, but the problem is some people believes it.
Website design has 2 parts clearly defined: one artistic and one systemic.
Designing a system requires systemic thinking, and not all people have it. It is a scientific fact proved in statistics, in a direct or indirect fashion.
The ecommerce designers today are the same website designers with a focus on systemic thinking.
Today, the systemic part of the website creation (backend) is becoming more user-friendly and in some cases almost invisible (Elementor Cloud for example) to the designers. It is a clear evolution.
In that way, designers will have more systemic room to deal with complex user interaction (UX) to create more converting websites and to sell something in any layout. But no, not everybody can’t design, at least in the same way. Some people can create aesthetic websites with poor conversion and vice versa. Aesthetics is just a part of the whole thing. Some people need better artistic interfaces, other people need more systemic interfaces. And that varies by gender. That’s the reason for the poll results.
I can predict that the 60% over 40% on the poll shown above will repeat and the difference may increase to 70-80% / 30-20% if we measure that in another way.
That is another trend: making the design area more user-friendly. Elementor is full of third-party software that offers easy and convenient workflows, but those depend on the standard platform approach of Elementor.
Tell me what’s your business model, and I’ll tell you the future.
But Elementor goes in the same direction, improving the ease-to-use of their website tools.
Depicting the fact those two aligned paths will collide at some point, the clear winner will be a wider user base for Elementor.
Now more than ever we need better interfaces when the website design is becoming more systemic, more ecommerce design. What is the limit? Check our next content, we will talk about how traditional web designers are disappearing, opening the door to a new type of designer: the Ecommerce Designers.