To a large extent the design of Web stores is still a new science (or art?) and much experimentation is still needed before it is possible to establish exactly what does and doesn't work. And what will work for you may be totally different from everyone else depending on the unique nature of your business.

However, it is possible to lay down some guidelines that will help you design an effective Web store.

Fast loading Keep the HTML simple, the graphics small and forget about plug-ins and Java applets. Think carefully before deciding to use frames; if you do decide to use them then include a frameless version as well.

Keep it simple Don't let too many choices distract the visitor; research into interface design shows that users start to feel overwhelmed when faced with 7 or more choices on a menu so try and stay within this limit.

Use a shopping cart Virtual shopping carts enhance the shopping experience by allowing customers to select items for purchase and continue browsing the store before placing an order.

Good navigation Try and design your store so that customers can be at the ordering point within three clicks of entering your site. And remember that potential customers may enter your site from many directions (i.e. not just your home page) so make sure each page includes full navigation or a clear link to your home page as a minimum. Build into your site search capabilities that will let users sort by subject, item, or some other category.

Get global Remember that the first two "Ws" in "WWW" stand for world-wide and that your store will be accessible to people around the world. As a minimum you should include details of what the shipping costs and transit times to international destinations will be. Depending on the type of customer you are expecting and the product or service you are offering, you may want to consider having your Web pages translated into other languages.

Designing the store (2)