E-commerce website design: what turns browsers into buyers

Traffic is expensive, so every visitor who leaves without buying costs you money. Here is what an online store needs to sell more, from navigation to checkout, with examples from Shopify and WooCommerce stores we have built.

By Asim Baloch, Founder of Tangle Logics
Updated · 4 min read

E-commerce websites designed by Tangle Logics: Baker's Secret, Beantecost Coffee and Eara

Why online stores lose sales

Most stores do not have a traffic problem. They have a conversion problem. Visitors arrive from ads, social media or Google, look around, and leave. The reasons are usually the same:

  • They cannot find the product they came for quickly
  • Product pages leave questions unanswered: size, materials, delivery, returns
  • The brand does not feel trustworthy enough to hand over card details
  • Checkout asks for too much, or springs surprise costs at the last step
  • The store is slow or awkward on a phone

Each of these can be fixed in the design, without spending more on ads.

Navigation that gets shoppers to products fast

Organise by how customers shop

Group products the way your customers think, not the way your warehouse does. Use clear category names, and keep the main menu short.

Make search prominent

Shoppers who search usually know what they want, and they buy more often. Put a search box in the header, with suggestions as they type.

duro-diamonds.be
E-commerce navigation example: Duro Diamonds puts search, categories and a retailer login in the header
Duro Diamonds puts search, an All Categories menu and a separate retailer login in the header, so every type of buyer has a fast route in.

Lead with bestsellers

Your homepage should show your best products and collections in the first few screens, with prices, so visitors can start shopping immediately.

Product pages that answer every question

The product page is where the sale is won or lost. A strong product page includes:

  • Large, sharp photos from several angles, plus the product in use
  • A clear price, options and quantity next to the add-to-cart button
  • Benefits first, then details: sizes, materials, ingredients or specifications
  • Delivery times, shipping costs and the returns policy, close to the button
  • Reviews with photos from real customers
sheaexpress.com
Shopify product page example: SheaXpress shows a large product photo, options, quantity and add to cart together
On SheaXpress, the product photo, options, quantity and add-to-cart button sit together, so shoppers never scroll to buy.

Build trust before checkout

Shoppers hesitate to pay a brand they have just discovered. Reduce that risk on every page:

  • Show reviews and ratings on product and collection pages
  • Display shipping, returns and guarantee information clearly
  • Use familiar payment methods and show their logos
  • Tell your brand story, with real photos of the people behind it
  • Make contact details easy to find, including a phone number or live chat
coolfunrv.com
Cool Fun RV homepage: WooCommerce store redesign for a seller of RV cooling units
Case study · E-commerce, USACool Fun RVThe briefA seller of remanufactured RV cooling units needed an online store customers could trust.What we didRebuilt the store from scratch on WooCommerce, with clear product pages, specs and checkout.The resultA modern store that makes it easy to find the right unit and buy online.Visit coolfunrv.com

Offers, bundles and subscriptions

The easiest sale is a bigger one, or a repeat one. Good stores design for both:

Bundles and quantity offers

Pair products that go together and show the saving clearly. Bundles raise the average order value and help customers try more of your range.

Subscriptions

For products people reorder, such as coffee, pet food or skincare, a subscription with a small discount turns one-time buyers into regular customers.

twoofakin.com
E-commerce offers example: Two of a Kin promotes subscription and first-order discounts in its top banner
Two of a Kin promotes its subscription, first-order and referral offers in a banner across every page.

Free shipping thresholds

A free shipping threshold just above your average order value encourages shoppers to add one more item.

A checkout that does not lose people

Every extra step in checkout loses buyers. Keep it short and predictable:

  1. Allow guest checkout, and offer an account after the purchase
  2. Show all costs, including shipping and taxes, before the final step
  3. Offer express payment options such as Apple Pay, Google Pay and PayPal
  4. Ask only for the details you need to deliver the order
  5. Send a clear confirmation email straight away
  6. Recover abandoned carts with a well-timed reminder email

Wholesale and B2B ordering

If you sell to trade customers too, give them their own path: a trade login, wholesale pricing, quick reordering and a simple way to request a quote for large orders.

tolotradinginc.com
B2B ordering website example: TOLO Trading offers Explore Products and Request Order paths for wholesale buyers
TOLO Trading gives wholesale buyers two clear paths from the homepage: explore products, or request an order.

Mobile first, always

Most store visits happen on a phone, so design the mobile experience first:

  • Fast pages, with images compressed and sized for small screens
  • Large tap targets, and the cart always one tap away
  • Simple filters that work with a thumb
  • Express checkout, so shoppers never have to type a card number on a phone
Mobile store example: RL Industry on a phone with a compact header, a Catalog button and products front and centre
On a phone, RL Industry keeps a compact header with the menu and a Catalog button, and puts its products front and centre.

Shopify or WooCommerce?

Shopify suits most product brands that want a store that is simple to run, with hosting, security and updates handled for them. WooCommerce suits stores that need full control over features, sell complex or configurable products, or want their store and content together on WordPress. We recommend the right platform for your business on a short discovery call.

Planning a new website?

Send us your current site or your idea. We reply within 24 hours with the recommended approach, timeline and a fixed quote.

Get your store reviewed

A launch checklist for online stores

  1. Search and clear categories in the header
  2. Bestsellers and prices visible on the homepage
  3. Product pages with large photos, options, delivery and returns near the button
  4. Reviews on product and collection pages
  5. Bundles, subscriptions or a free shipping threshold set up where they fit
  6. A short checkout with guest checkout and express payments
  7. Abandoned cart emails switched on
  8. Every page tested and fast on a phone

Online stores we have built

Shopify and WooCommerce stores for brands, retailers and wholesalers. Select any store to visit it.

Hear it from our clients

Unscripted video reviews from business owners we have built for.

Dr. Shirine HegaziConcept Chiropractic & Regenerative Medicine, USA
FillziForum Costa, Spain
Erika CleggFounder, Larkenby, UK

E-commerce website FAQs

What store owners usually ask before we start.

Ask something else
How much does an e-commerce website cost?

It depends on the number of products, the platform, and features such as subscriptions, wholesale pricing or integrations. After a short discovery call you get a fixed quote, so you know the full cost before any work starts.

How long does it take to build an online store?

Most stores launch in three to six weeks. The biggest factor is content: when your product photos and descriptions are ready, things move fast.

Should I choose Shopify or WooCommerce?

Shopify suits most product brands that want a store that is simple to run. WooCommerce suits stores that need full control, sell complex products or already use WordPress. We recommend the right platform on your discovery call.

Can you move my store from another platform?

Yes. We move stores to Shopify or WooCommerce from other platforms, carrying over products, customers and content, and setting up redirects to protect your search rankings.

Can you set up subscriptions, bundles and wholesale pricing?

Yes. We set up subscriptions, bundles, quantity discounts and trade pricing using the tools that suit your platform and products.

Will I be able to manage products and orders myself?

Yes. Both Shopify and WooCommerce make day-to-day management simple, and we train your team before handover.

Do you offer support after launch?

Yes. We stay available for updates, fixes and new features as your store grows.

Get your store reviewed

Send us your current store, or tell us what you sell. We'll reply within 24 hours with what we'd change, a timeline and a fixed quote.

WhatsAppQuickest way to reach me hello@asimbaloch.techFor briefs and attachments +92 345 7141749Call me directly
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Asim Baloch
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