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Achieving Good Ecommerce Design
by Trevor Sadowski | Published Nov. 14, 2006
Article Rating: 3 Stars ( based on 3 votes)
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Giving online shoppers a trouble free experience is the most important achievement required of good ecommerce design.

Happy shoppers are willing shoppers and there are many obstacles that can get in the way of this. Even minor flaws in your ecommerce design such as links that do not work or graphics that refuse to load can have potential customers reaching for the back button on their browser.

The competition on the internet is now fierce and retailers know that their ecommerce design has to be a superior polished product in keeping with their brand as it is perceived offline. That is why developers are constantly figuring out new ways to deliver ecommerce designs using specialist ecommerce architecture, according to what they perceive as their customers' demands to improve sales.

Specialists in ecommerce design are busy tackling their biggest problem, the search.

The problem with offering a search facility is that one of two things usually happens:

The search facility returns no results and the customer either has to fiddle around with the parameters trying to get near to their requirements, or they leave frustrated looking for a site with better ecommerce design that may fulfil their needs.

The second situation is that the customer is inundated with results from the search none of which really get close to the product they were originally looking for and as above they have to either search again or leave for a site with a better ecommerce design implementation.

Neither of these situations are ideal for happy customers.

Ecommerce design with fuzzy search technology

Therefore, developers who are concerned with ecommerce design have come up with something called 'fuzzy search'. Fuzzy is a more user friendly search facility, it's the alternative to traditional guided navigation. Fuzzy search technology delivers both the precise results the customer was looking for, but also the items that are immediately above or below the classification of the products they were searching for.

For example, if a customer was searching for a car and they put in color, mileage, model type etc. the program may not return any results and it would be hard to tell what field was causing the problem.

Fuzzy search adds great functionality to your ecommerce design by automatically loosening up the search parameters and say, offering alternative car colors or model types immediately above and below those requested.

Good ecommerce design adds to the customers' shopping experience and makes them more willing to buy. Fuzzy search is a great step forward in user friendly ecommerce design.

Trevor Sadowski has been building ecommerce web sites for a number of years and shares his experience of the essential components in an ecommerce design mini course at his site.

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