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As much as the saying “content is king” rings true, form and function needs to be balanced in order to create an effective web site. This balance is even more critical when it comes to creating an effective e-commerce web site for your business. Based on a survey of U.S. online shoppers done by interactive marketing solutions firm Questus (questus.com), web design plays a key role in determining whether or not they decide to shop on your online store.

Listed below are five main web design factors that can make or break your online selling efforts:

1) Visual design
Visual design encompasses the arrangement of content, as well as the use and consistency of colors and images in your web site. Colors and images can be used to emphasize your company’s online image, giving customers the impression that your company is professional, reliable and trustworthy. Arranging the images and information in a clean and consistent fashion throughout your web pages can very well improve the odds of converting your web site visitors into online customers. Therefore, use components such as Flash animations, sound clips, and other bandwidth-consuming forms of multimedia ever so sparingly. If using these fancy components do not add to improved web site usability or improved understanding of your product, then please, avoid using them at all cost.

2) Site navigation
Make sure that your product navigation links are the first thing your online users can focus on when they visit your site. Site navigation needs to be obvious and user-friendly, that is, requiring less clicks and links to follow in order for your customers to locate products or other information. Other than that, online users feel that it is hard to find the information they need when there are too many links in your site navigation. If you feel that you require more than seven links in your site navigation, consider grouping the links into different navigation groups. This will help un-clutter your navigation sections, thus creating “zones” to help your customers focus better when they browse your site. For instance, links pointing to your company information, contact page, press releases and site map can be grouped together, while product categories can be in an entirely different navigation group from your promotions and special offer links.

3) Check-out process
The check-out process starts as soon as your customer selects a product into his or her shopping cart and selects the “Check Out Now” or “Buy Now”. Your customer then needs to review the order, enter shipping and billing addresses, provide payment information, and confirm the sale. Experts recommend that you make these tasks into simple steps of three or less. Even the placement of the Check Out/Buy Now button should be conveniently placed in each product page. In addition, you may include user registration to allow quicker check-outs for customers who frequently purchases from your e-commerce site so that they do not have to re-enter their details. However, do not make a habit of making registration compulsory to all buyers, since one in every five online shoppers prefer not to register and give out too much personal information.

4) Product description
Product description has to do with more than just pasting on a snapshot of your product and adding a few lines of words on it. It also has to do with helping your customer understand your product to the point where your customer can visualize the dimensions or usefulness of your product, even “taste” it. You can use your product description as a place for your online customer to experience your product enough to want to buy it. One of the drawbacks to shopping online is that we are unable to use all our five senses, and have to rely on only our sense of sight and sound. Hence, this section is one place in your e-commerce web site where multimedia can play a big role in enhancing your online customer’s experience.

Instead of just putting up the product specifications such as size, weight and color, some media-enhancing examples would be by providing:

- A large-scale image of your painting or hand-painted item (photographer, painter)
- 3-D view of a sculpture or doll (artist, toy maker)
- Color tweaking abilities whereby your product changes color based on your customer’s selection (t-shirt retailer, textile manufacturer)
- Product samples and user comments or testimonials (record store, book seller, infotailers)

5) Online catalog
Though closely tied in with the check-out process and product description, the online catalog factor has more to do with the ease to search and browse for products. A well-designed online catalog should not only contain helpful product description, but also have a product search engine and organized product groupings. This allows your customer to locate your product quickly, and gives your online customer a sense of control over what he or she is trying to look for.

Step it up a notch by providing features such as:

- Flexible search on product specification, like brand or color
- Recommending similar product that suits your customer’s current product of choice, such as a tie that would match the shirt selected
- Product specification comparison, which is especially useful for electronics and travel packages

Keep in mind that your e-commerce site design must support your value proposition and objectives, but most importantly your customer’s needs. Based on the web design factors above and by understanding your customers, you can design your e-commerce web site so that your customers will have a pleasurable and hassle-free visit to your online store.

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The beautiful city of Prague is situated along the Vltava River in central Bohemia. Prague is the largest city and also the capital of the Czech Republic. The foundation of Prague dates back to the Paleolithic Age. The city was founded by Princess Libu’e and Premysl, her husband and founder of the Premysl Dynasty. This city became the seat of Kings of Bohemia and an important place for trading. Prague has a number of nicknames, such as City of a Hundred Spires, The Golden City, The Left Bank of the Nineties, The Mother of Cities, and The Heart of Europe.

Prague has turned into a popular tourist destination after the fall of the Iron Curtain. Since Prague was one of the few European cities comparatively untouched during the World Wars, most of its historic architecture has been preserved. Tourists flock to visit its ancient buildings and murals. A varied collection of architectural forms from Art Nouveau to Baroque, Renaissance, Cubist, Gothic, Neo-Classical, and ultra-modern can be seen.

Because of such a big amount of tourists visiting Prague, the range of hotels in Prague is provided for all budgets from comfortable, low-cost hostels, to the most luxurious hotels in Prague. You can find fast efficient services and the largest choice of accommodation in exciting Czech Capital – Prague. Professional expertise is an absolute must when visiting the beautiful City of Prague – and elsewhere in the Czech Republic. Good translation of your personal requirements in Prague hotels is paramount for a successful and enjoyable stay.

Walking in Prague you will be impressed by a unique complex of old buildings dominated by the world-famous Old Town Hall with its Astronomical Clock and apostles, the monument to the preacher Jan Hus, the church of St. Nicholas, the Týn Church, and a number of palaces. You are in the very “historic heart” of the town.

The river Vltava runs through the centre of Prague with boating trips providing an ideal way of exploring many of Prague’s historic parts. These trips only run through the summer months.

The winter months in Prague can become extremely cold, while the summer remains warm and mild. Rainfall in Prague is plentiful during the months of October and November. Snow falls can get quite heavy, but never too extreme. If you are lucky enough to be in Prague after a snow fall, the early morning light shining on the snow turns the city into a magical place.

Spring is the best time to visit Prague when temperatures are 8-14°C/46-57°F. April and beginning of May are also conducive when the temperatures reach 15-25°C/59-77°F.

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