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There's more to the success of an ecommerce website than its design but good design IS the biggest determining factor. A good ecommerce web design will result in far more sales than a poor design, that's just fact.
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Clear and concise navigation from the homepage right through to the checkout is a vital component of an ecommerce website design. Firstly, the fewer steps there are between the original landing page and the final checkout the better.
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Some might be out for a bargain, others the latest products and other still will know what they're looking for and want to find it as soon as possible.
The last and often the most difficult part of an ecommerce website is the checkout. A large percentage of lost sales come from an overly complicated checkout process.