It’s incredibly easy to become hyper-focused on the technology that powers your ecommerce store.
However, we at Charle Agency believe merchants should place equal value on both the design and the technology. That way, they’ll produce a successful and profitable ecommerce website.
Often efforts are placed on increasing traffic rather than improving conversions on the visitors you do have.
For example, did you know it only takes 0.05 of a second for your visitors to form an opinion of your website? And no less than 38% of users will stop engaging with a website if they believe the layout is unattractive.
In other words, the design might just be more important than you think. If a website user likes the look and feel of your website they are more likely to purchase your products.
Why Is Web Design So Important to Ecommerce Revenue?
When a user lands on your website, it’s an opportunity to immerse them in your brand and convince them to purchase.
However, we believe that the power of web design goes far beyond convincing ecommerce customers to impulse purchase. Instead, it’s about creating a memorable relationship between visitors and your business.
Why is that?
Well, in such a competitive and overcrowded market, consumers have the power of choice. Within seconds, a consumer can view and compare your website to your competitor’s website design. So more often than not, the design is a key determining factor when they compare similar products.
Your website design should also be consistent with the rest of your online presence. That way, potential customers will recognize the look from your products, social media accounts, and other external marketing efforts.
The main goal is for your customer base to remember you, recommend you to future sales prospects, and become loyal brand advocates. If your website offers unique and exciting visuals that stand out from the competition and present your products in all their glory, then visitors are more likely to spend their money with you.
How Web Design Improves SEO and Boosts Revenue
We know statistically, that first impressions are 94% design-related. With that in mind, users are more likely to spend less time on a website if its design does not appeal to them. They’re also more likely to leave the website after only visiting one page.
These website behaviors are all ranking factors for leading search engines such as Google. If your website content engages a user for longer, then the user visits more pages in one session.
That, in turn, makes your website more likely to perform better on Google. A higher ranking on Google will increase the amount of organic traffic you receive, which will increase the chances of conversions and higher revenue.
Web Design Should Direct Traffic to the Right Place
I believe that a website should be seen as a marketing tool that herds visitors into a conversion-focused journey that ends with a purchase.
A website should combine valuable marketing content with an easy and efficient checkout flow to convert visitors into customers. There are a number of benefits to structuring your website in such a way that not only drives traffic but also converts visitors.
It all starts with a well-planned site map. A leading SEO tool, Moz, states that sitemaps can be incredibly powerful -- when used properly.
So how do you go about that?
Plan your site map to create a journey for your customers to follow when they land on your website. Consider the different types of customers that will arrive at your website and find ways to tailor the content to all of them.
For example, if a user wants to purchase find obvious and easy ways to allow them to do so with obvious “Add to Cart” buttons and “Shop Now” links. Similarly, if a user wants to learn more, offer banners and “Learn More” buttons in direct view tailored to a diverse audience.
Creating a strategic site map will not only help improve indexing for major search engines. It will also direct your traffic to the most appropriate web pages for them.
The overall mission is to reduce bounce-rates, increase engagement, and deliver the most appropriate content which will in turn maximize sales and revenue.
It really is a snowball effect!
Why Web Design and Checkout Flow Really Matters
21% of your customers are likely to abandon the checkout if the web design is cumbersome, or if the checkout process is too long or complicated.
Really consider the process of buying on your website when you design your website.
One way to do that is reducing the number of clicks to checkout or easily showing “Secure Checkout Now” buttons. Obvious call-to-action buttons are also a great way to make a seamless and easy checkout experience for your customers.
When creating an ecommerce website, we recommend a “real-time” basket that loads and displays products without redirecting users to a new page. That way, a visitor can add to their cart without being sent to a new page, so they can continue shopping if they wish.
If you are choosing a pre-built theme on an ecommerce platform, such as Shopify, then we recommend picking one with a slide-in or pop up a basket. Otherwise, tell your web development team you’d like a real-time cart. They’ll use a technology called AJAX to achieve it.
How to Get the Basics Right With Web Design
The power of good quality pages with engaging designs cannot be emphasized enough. You also need a layout that delivers a range of content that will appeal to a wider audience.
Spend a little extra time to show your products in the best possible way.
Use quick, sharp, and to the point marketing messages within your web design content to ensure your visitors understand exactly what is on offer.
In my experience of building ecommerce stores, good design will increase your revenue.
The best approach to keep on improving is one of trial and testing to optimize your website in response to the data you have.