To start designing your ecommerce website, you need to think about the user you want to attract.

In this way, optimize the entire website experience around shopper expectations, psychology and pathways.

To do so:

Prioritize images

On the home page, you should show your value proposition through a high quality image. Try not to overwhelm with too many images or offers, because it can cause a low conversion rate.

Instead, when it comes to showcasing products, it is recommended to use images of them from various angles, allowing the buyer to see exactly what it looks like.

Intuitively categorize 

Design and display product categories as they would be called/searched by your customers. Show just a few images and a relevant headline per category.

Optimize the navigation bar

It should allow your website visitors to access from any of your pages where they want to go.

The best way to simplify your navigation is to have a set of broad main categories, each with its own subcategories. The main categories should be bold and stand out.

Finally, items appearing first and last indicate importance; so if there is a category page you want users to click on, test those positions.

Add videos

Videos are the closest thing to a perfect product display. They also help demonstrate more complex products (or refute the perception that your product is difficult to use).

Make sure that the videos do not have a negative impact on the page loading time.

Having a "flexible" cart

Have a prominent "Add to Cart" button on product pages to make the shopping experience easy and streamlined.

In addition, when shoppers are viewing their shopping cart, they should be able to see all the products, their costs, and the total cost. They should also be able to edit it and then continue shopping.

One of the best practices is that the cart has a "memory", that is, when the user returns to the page, he/she can retrieve his/her cart and remember which products he/she was interested in.