Our blog series, ‘Why Isn’t My Website Getting Sales?’, continues with some consideration of the role web design can play in determining whether or not your website brings in sales.
In previous articles, we've discussed how improvements to your checkout pages and better use of analytics tools could increase the conversion rate on your e-commerce website. We touched on design in both of those articles, but we’ll explore it in more detail here.
Broadly speaking, there are two ways in which good web design can help you to get more sales.
The first and most simplistic way in which web design has an impact on sales is in terms of reputation. Whenever we visit a website - particularly if it is a company we have not bought from before - we will form a judgement of it and the brand in question. Does it look like a trustworthy, secure site? More subtly, does it speak to us on an aesthetic or aspirational level? Is this a brand with which we want to be associated?
Adobe found that 38% of people will stop engaging with a website if they find its content or layout to be unattractive. Design trends move on, so keeping your website looking fresh will help to keep it attractive and provide further reassurance to potential customers that you’re definitely in business and taking pride in your products.
2. User experience
Using design to improve user experience is another way in which it can have a positive effect on your bottom line. Some useful starting points in the regard include:
A study by KoMarketing found that 86% of people want to see a company’s products when they arrive on its homepage. 47% want to see products before exploring any other section of a website. Make sure that your design places products front and centre.
‘Less is more’ is an old design adage, but one that the world of web design took a little while to learn. Removing clutter from your website is a good way of boosting some of the aesthetic qualities we mentioned above to improve your reputation, while also improving user experience by making it easier to absorb and navigate the information. More streamlined navigation of the site means an easier route to checkout and that will bring more sales.
One quick-win when it comes to achieving web design that brings in more sales is to ensure your site is designed with a mobile-first philosophy. In other words, it was designed from the outset with how it would appear on mobile devices in mind. E-commerce platform Shopify revealed in 2014 that 50.3% of visits to online stores were via mobile devices.
How do I know if my website has good web design?
To an extent, good web design is in the eye of the beholder, but there are things you can do to ensure that your site looks good to the people you want to buy from you. For bigger budget projects, this might include user testing and focus groups.
In all cases, you can rely upon some of the analytics and measurement tools we discussed in the previous post in this series. A/B testing of different design elements, different layouts and different colour schemes will guide you towards good web design. Just remember to only test one thing at a time so that you can pinpoint the cause of increases or decreases in you conversion rate.
As always, if you’ve got any questions, feel free to get in touch.