Informed Purchase with Confidence

Sounds obvious, but this where many merchants fail. If we take a step back and use a Customer Centric approach to eCommerce Website Design; using a Customer Journey workshop we can build a set of user requirements to take the from uniformed to informed stage of their Journey. Just some of the Product & Merchant questions a customer has include:

Product Confidence & Trust

  • Will the Product meet my Needs or Aspirations?
  • Do I need help with understanding my need and/or scenario?
  • If more than one product meets my need, which is best for me?
  • Can you get the product to me on-time?
  • Is the product within my price expectations?
  • What has been the experience of other customers with this product?

Merchant Confidence & Trust

  • Who are you, Are you a real business?
  • Is your website secure?
  • As a Merchant do you Deliver/Service my Location?
  • Localisation for Currency, Payment Methods, Language & Domains
  • How will you help me if something isn’t right?
    • Delivery, Returns, Warranty, Customer Service?
  • How do you treat your customers?
    • Privacy, Payment Security, Customer Service?
  • What have other customers experienced with you as Merchant?

Your customer has many questions and you have a very short window to build trust and confidence with the customer and this where eCommerce Website Design plays a critical role to effective in both visual and text communication. Armour’s UX Team and Creative Designers work hand in hand to design your e-Commerce website to ensure your customers have confidence and trust in both the products you sell and you as a merchant.

Browse & Search User Experience Design

Understanding how your customers prefer to navigate within your website and find products that meet their needs is essential to the User Experience. The design of your eCommerce website should reflect your understanding of your customer purchasing scenarios and provide appropriate paths to finding products.


Smaller product catalogues may be driven by browse first behaviour and customers that do not have a specific product in-mind will make use of browsing to be inspired by the merchant for finding a suitable product. Customer’s with knowledge of a specific product or product type are often use search first approach to finding products and the prominence and location of the search bar (sticky/non-sticky) will play an important role in the design of the site.

The UX and Web Design Team’s at Armour develop use cases and persons that reflect your typical customers and how they interact with your product catalogue. This approach to designing your eCommerce website determines the browsing and search functionality that needs to be included in the website design.


Advanced features such as autocomplete can greatly assist customers spelling products/brands whilst performing a search. Merchants with large catalogues benefit from the use of faceted filtering for both browse and search functionality. Investing time in the quality of the product information and the data structures used to drive the search and browse functionality enhances both the user experience and engagement of customers with your ecommerce website.

Optimised Checkout Conversion Experience

The hard work has been done and your customer wishes to make a purchase from your business – the design of your website’s cart to completion of purchase must have a singular primary goal – “Complete the Purchase”. Upselling / Cross Selling / Marketing Signups can be present but are secondary and should not impede the user flow to order completion; or they enhance the prospects of completion of purchase.

A well-designed eCommerce cart and checkout will focus on maintaining and building the users trust with your business whilst providing the path of least resistance converting from user to customer. Both the cart and checkout require specific functional and design elements to best suit the target customers localised needs and provides a quality user experience in both mobile and desktop scenarios.

Post-Sale Design for eCommerce Websites

The design of your eCommerce site continues with the Customer Journey throughout the order fulfilment process and post purchase interactions. Your eCommerce website design should be applied to order interactions including the order receipt, order dispatch and performance feedback emails to provide consistent brand presence and extension of customer journey back into new sales and advocation cycles. New customer journeys may begin should product support or the returns process be invoked. Armour’s UX team will work with you to map out the post-sale Journeys to help build a loyalty and retention within your customer base.

SEO by Design for eCommerce Websites

As a full stack agency, Armour’s Designer work in conjunction with our developers to create SEO friendly designs. Our eCommerce website designs are built to incorporate Rich Snippets throughout in-site results and product details pages that enhance off-site search appearance and provide an enhanced User Experience during search which improve the Click Through Rate and SERP. The implementation of our eCommerce Website Designs adheres to SEO best practices.