This is easy – keep it really simple:

  • Don’t be afraid of white space: disorder is not a shopper’s friend. The same logic applies instore and online; people buy from clean, organised stores – not messy, and cluttered stores.
  • Ensure navigation and calls to action are clear: obviously labelled buttons, clear next steps and easy to retrace steps are a must.
  • Use colours creatively, but not too many, and ensure fonts are clear and easy to read.
  • Don’t overload pages with lots of boxes, areas, functions etc. You can create a streamlined journey to all of that content without presenting it all at once. Remember your job is to focus and direct your potential customer to making that all important purchase!


Content has to be:

  • Easy to read and to the point. For example, use sub headings and bullets to break up a long piece of text. These formats also often have SEO value attached to them, make sure you are optimising that opportunity. You could split product description, product dimension, product assembly information etc into different tabs or a table format so that the user can navigate easily to what they need, rather than having to scroll through pages of text.
  • Related and relevant. Make suggestions of content they might also like based on the data of what they are viewing i.e. Your visitor is reading an article on ‘engaging your customers online’, you could show them related articles on related topics like how to reduce cart abandonment’ but stay away from random videos of ‘funny things animals do’!  If your shopper is looking at a selection of wines, in ‘products you may also like’ they would welcome items like wine glasses, bottle openers or cheese but perhaps not scooters.
  • A mix of types. Vary your content styles and distribution channels and you will get a wider range of engagement. Blog articles, images/memes, videos, podcast are all styles that will allow for enjoyment and engagement on different levels, but keep it appropriate and authentic to your brand identity.
  • Easy to navigate. Make your content pages easy to pilot. If your potential customer is on a product page and they click off to view some other content, they need to be able to easily back track and find the product that originally interested them.

Help and support

  • Customer support, contact details or even an online chat facility will help your customers feel that they can contact you as easily as they would an instore sales clerk, to ask any questions about your products.
  • Showing your products in a variety of real-life situations, relatable to your customers, will increase product affinity. E.g. a hot tub in a garden, or on a terrace rather than showroom.