In our previous blog, we talked about the key traits of a successful online store and the important role of a marketing team during its launch.
So, what's the next step?
1. Basic content plan
The story behind your products or service is the core content of your online store. Highlighting their unique features, what sets them apart from competition, creates real value. Interesting facts about the beginnings of your business journey or product development make great content for your homepage or other landing pages. In the Kuolmi online store, we included content from social media and the existing website, which featured blogs, articles, and product insights, for example: the creation of a crown for Miss Slovenia. We adapted and refined the content, but kept the brand's storytelling consistent to maintain recognition and identity.
Highlight what makes your products special. It's how they gain added value.
2. Interweaving Verbal and Nonverbal Communication
Visual communication is the most important element of the user experience in an online store. As many as 93% of buyers cite visual experience as a key factor in their purchasing decisions [1]. Through graphic elements, colors, typography, and photography, we convey information and help shape its meaning. We influence emotional engagement and how users process information when visiting our site. A visually appealing online store should also be simple and intuitive. Clear accessibility of the offer and product catalog, such as the homepage and in the main menu, is crucial. The homepage should showcase selected products and guide the visitors through your offer with a motivational and experience-driven approach.
Verbal communication
Appropriate phrases, creative product descriptions, and persuasive messaging fall under the domain of verbal communication. What's essential is its close connection to nonverbal communication. Together, they create a unique communicative value, as each element is strategically placed on the website to engage and communicate with the visitor.
When crafting the core message, it's recommended to comPile visual elements and text while keeping in mind the following:
- Clear messaging
- Less is more (too many elements on a website can cause confusion)
- Mobile optimization
- Clear and intuitive navigation
- Readability
- User experience (no more that 3 steps to complete an online order)
Best Practice example: Kuolmi Online Store
The entire Kuolmi story unfolds between the elements of aesthetics, uniqueness, and artistry, making nonverbal communication the focal point. Shades of black blend into grey, with a touch of blue-violet providing contrast. This created a sense of elegance and mystique, perfectly reflecting the character of their original coal-based products.
The material itself, black coal, is found in forests, so we aimed to connect its natural origins with the digital environment of the website.
Examples of Poor Practice
We've identified several examples of poorly designed websites [3]. The most common issues were color palettes that clashed, overly cluttered layouts, and a lack of clear messaging.
What do you think about the following examples?
Pennyjuice (Note: since the time of our review, the website has undergone updates adn improvements.)
At the time of our initial review, the key shortcomings of the Pennyjuice online store were its visual design and the overwhelming (yet insufficiently informative) content. Customers were left without essential product details, such as ingredient list, or a clear explanation of why the juices were specifically recommended for children. While some information could be found after several clicks, the majority was presented in a single low-quality image. These issues significantly impacted both trust and user experience.
This product rental website is a prime example of poor design on multiple levels, so much so that words almost fail us. We were genuinely hesitant to click on anything, as the entire site gives off the impression of being potentially malicious.
Although this website represents an art school, it might come across as a little too ''artys''. A website still needs to follow certain design principles, which, in this case, are clearly broken:
- Lack of spacing or padding from the edges
- Button labeling (''quick links'' isn't an appropriate term for a section that functions like a menu)
- A repeating background pattern that clashes with the main content
- Poorly chosen color palette
Sometimes, websites like this are intentionally designed to be ''different'' but there's a fine line, and it's important to be able to justify why creating elements breaks the norm. We need to distinguish between purposeful rule-breaking and poorly executed design.
While the visual identity might reflect the creative spirit of an art school, it would be completely inappropriate for an online store, even if that store were selling artistic products. A cleaner, more elegant design would be a better choice. One that lets the products express creativity, while the design elements support clarity and usability.
Step Two Towards Your Online Store
Don't miss out our next blog post where we'll dive into the importance of product photography. Why does it matter? How can you do it right? We'll answer these questions with practical examples.
Sources:
[1] (not existing any more) [2] [3]