A smart combination of site form and function is the key to growing your e-commerce business. By improving the customer experience in finding and buying your products, you build an army of brand loyalists, thereby stimulating demand and setting the stage for new sales and marketing goals.
How web design affects sales and conversions
Design largely determines the convenience, ease of perception and competent structure of the site, motivating the online audience to come back to you again and again. This is confirmed by statistics: 75% of consumers admit that they are imbued with trust in a site if they like its design. That is, the lion’s share of visitors finds out whether your company deserves attention in the first 5-10 seconds of being on the site.
Just imagine how many potential customers you have already lost using an outdated version of the site and not wanting to spend money on updating it. According to statistics, about 90% of people go to competitors due to a negative user experience, and almost 40% simply stop visiting an unattractive web resource. Of course, the conversion and user behavior is influenced not only by design, but also by technical aspects, but it is design that accompanies the client at every stage of his journey to purchase.
Who should be concerned about updating the design in order to stimulate the demand for goods and services? First of all, these are managers – they are responsible for choosing an approach to implementing the company’s vision, adapting the site to changing market conditions. Increasing brand awareness on the web is in the competence of marketers. They are engaged in the development of digital campaigns and filling web resources with interesting content.
The sales department, although not responsible for project management, can influence implementation by providing access to data on customer behavior and the level of demand for certain product items. In collaboration with talented designers and copywriters, the work on the design pays off.
How to improve your website design: 6 ideas
Integrate responsive design
Implementing responsive design should be your first step in driving more sales. The fact is that more than 50% of global Internet traffic comes from mobile devices. Building a website that is optimized for smaller screens will win the favor of all those who prefer to shop on tablets and smartphones. So, almost 75% of people admit that they are more likely to return to a site that looks beautiful on their gadgets. It is in your power to ensure that they have the same positive experience as the PC users.
Highlight calls to action
Focus on calls to action (CTAs) to get your audience engaged and motivated to take the next step. So, if your call is not noticeable enough, attractive and convincing, the user will refuse to fill out the form or follow the link, and you will lose in your desire to win a new client.
A CTA can be descriptive, telling you what happens if a user clicks on it. The call should stand out on the page, for example, in blue on a white background. Replace “Click here” with “Click here to add this item to your cart”. By creating detailed callouts, you will encourage more people to click on them to have a positive impact on your sales.
Navigation is one of the most important aspects of web design. Convenient and understandable navigation makes it easier and more pleasant for the user to travel through the site in search of the desired goods and services. For example, you can follow Apple’s lead by navigating through individual product categories and organizing related subcategories. This will allow your customers to quickly find product information and place orders.
Take care of the schedule
Visual effects play a key role in drawing attention to a website. To add visual appeal, post only high-quality product images, divide articles into blocks, use thematic photos and videos, but on one condition – all graphic content must be original and not saved from stock online resources. Then the chances are high that the audience will see them on other sites, perhaps even your competitors, and their trust in you will be shaken.
Do not overdo it
According to statistics, 66% of people prefer to use beautifully designed sites, and therefore valuable information alone is not enough to hold attention. And, at the same time, if the page is overloaded with visual elements (ad units, bright images, fonts), it scares off even more.
Do not try to fill every inch of free space, as many companies do. Remember, white space is the foundation of good design. The site, not overloaded with texts and images, looks clean. This encourages you to stay on it longer, exploring the content.
Speed up your site
Imagine companies losing up to $ 2.6 billion annually due to slow website loading – waiting scares away visitors and keeps them from making a purchase. By speeding up the work of the site by 1 second, you will increase the conversion by 7%. To see how fast your site is loading, use Google PageSpeed Insights or run a test with Pingdom. Avoid compressing images and reducing the amount of content on the page in favor of regular web serving.
How do you know when it’s time to update your design? Just check out the competitors’ sites. Your site should be unique, not a template like millions of others. A convenient and attractive sales channel is what increases your credibility in the eyes of customers and motivates them to cooperate.