In the world of e-commerce, the design of an online store is not an aesthetic whim: it is a sales tool. The first impression a visitor receives determines whether he or she will stay to explore or, in just a few seconds, close the tab to go to your competitors.
And this is where many businesses fail: they think that having a “pretty” website is enough, when in fact the design of an e-commerce should be designed to guide the user, generate trust and facilitate the purchase.
If in your online store the user gets lost, frustrated or does not trust… the conversion rate plummets. That’s why today we are going to review the 7 deadly sins of e-commerce web design and, most importantly, how to redeem yourself so that your store is not one more in the list of abandoned carts.
Table of contents
Imagine entering a supermarket where the aisles have no signs, the products are mixed up and each section takes you to a different place. That’s what a user feels when your store’s navigation is confusing.
Symptoms of this sin:
- Menus with too many categories and subcategories.
- Unclear names for the sections.
- There is no search engine or it is hidden.
- The user doesn’t know where they are on the site.
Redemption:
- Less is more: limit the main menu to a maximum of 7 clear categories.
- Logic in the structure: Organize the content following the customer’s mental path.
- Visible and effective search: An intelligent search engine that suggests products.
- Breadcrumbs: Help the user to always know where he is and how to go back.
At Innovadeluxe we apply a simple rule: if a user doesn’t find what they are looking for in less than 3 clicks, the design needs revision.
Sin #2 – Slow loading speed
Online patience is limited: according to Google, 53% of users abandon a website if it takes more than 3 seconds to load. A slow e-commerce not only frustrates the user, it also penalizes SEO.
Symptoms:
- Heavy images without optimization.
- Excessive use of plugins or unnecessary modules.
- Underpowered server for the traffic the store receives.
Redemption:
- Compress images and use formats such as WebP.
- Load scripts in a deferred way so as not to block rendering.
- Use a hosting specialized in e-commerce and optimized for the platform you use.
- Implement caching and CDN to improve overall speed.
At Innovadeluxe, one of the first actions we perform is a WPO (Web Performance Optimization) audit to drastically reduce load times.
Sin #3 – Design not adapted to mobile devices
More than 70% of online purchases are already made from mobile devices. If your store looks “small” or difficult to navigate on a smartphone, you are losing the majority of your market.
Symptoms:
- Tiny texts or texts that force you to zoom in.
- Buttons so small that it’s easy to click the wrong one.
- Forms that are impossible to fill out on touchscreen.
Redemption:
- Design withmobilefirst in mind.
- Large buttons spaced so that they can be clicked with the thumb.
- Simplified processes, especially at checkout.
- Load only the essential elements in the mobile version for speed.
At Innovadeluxe we work with real responsive designs, where the mobile experience is not a cropped version of the website, but an optimized experience designed for that device.
Sin #4 – Poorly crafted product photos
In a physical store you can touch and examine a product. Online, your customer only has the photos and description to decide. If your images don’t convey quality, you will lose sales.
Symptoms:
- Dark, pixelated images or cluttered backgrounds.
- Only one photo per product.
- Photos that don’t show the product in use.
Redemption:
- Professional high-resolution photography.
- Multiple angles and product details.
- Neutral and consistent backgrounds.
- Functionalities such as zoom and image gallery.
- Include short videos showing the product in action.
At Innovadeluxe we always recommend that product photography be consistent with the brand’s visual identity.
Sin #5 – Inconsistent colors and fonts
Visual identity not only gives your store personality, it also influences how the user perceives your brand and their ability to navigate with ease.
Symptoms:
- Indiscriminate use of unrelated colors.
- Unreadable or excessive typographies.
- Lack of visual hierarchy: it is not clear where to look first.
Redemption:
- Define a palette of 2-3 main colors and their secondary tones.
- Choose one or two typefaces at most (preferably sans serif for the main text).
- Use color strategically: a striking tone only for action buttons (CTA) and key elements.
- Maintain consistency throughout the site.
At Innovadeluxe we work on the visual identity so that every element, from banners to icons, contributes to guide the user towards the purchase.
Sin #6 – Complicated checkout
The moment of checkout is the most critical. If the process is long or confusing, the customer abandons the cart.
Symptoms:
- Forms with too many required fields.
- Processes divided into multiple pages.
- Lack of payment options or unreliable gateways.
Redemption:
- Checkout in 1 or 2 steps at most.
- Request only the strictly necessary information.
- Offer several recognized and secure payment options. Show a clear summary before confirming the order.
At Innovadeluxe we optimize the checkout to reduce friction and increase the conversion rate.
Sin #7 – Lack of visual confidence
No matter how good your product is, if the user doesn’t trust your store, they won’t buy.
Symptoms:
- Lack of visible security seals.
- No verified reviews.
- Hidden or non-existent contact information.
Redemption:
- Include visible security seals and SSL certificates.
- Show real customer reviews and ratings.
- Have a clear contact page with phone, email and address (if applicable).
- Transparent and easy to find shipping and return policies.
At Innovadeluxe we know that transmitting trust is key to build customer loyalty and keep them coming back.
Conclusion
The design of your e-commerce is not just about “making it look pretty”. It is a strategy that directly influences your sales, your reputation and your customer’s experience. Avoiding these 7 deadly sins can make the difference between a business that survives and one that grows steadily.
At Innovadeluxe we have been helping brands for more than 15 years to design online stores that not only attract attention, but also convert visits into sales. If you want to know where your store is failing and how to improve it, we invite you to a free consultation with our team of experts.
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