WHY IS WEBSHOP DESIGN SO IMPORTANT FOR YOUR SALES?
/0 Comments/in Knowledge/by JelenaPeople are very quick in making first impressions about places, people, ideas but especially about websites. Believe it or not, but 90% of the visitors will leave a particular website in just 3 seconds because of its poor design. Industry experience says that no matter how great your copy is, customer service or even the products you are selling, still 48% of people will take your website’s design as the most important factor in deciding the credibility of your business. So, where are you at when it comes to your WebShop design?
BUILDING A BRAND
What you need to understand when it comes to your e-commerce is that it needs to be the best window shop for what you brand stand for, who your target audience is, and how do you want your customers to feel while buying your products.
Much like a shop in real life, if you stepped in for the first time and saw a messy, disorganised floor, you would probably have a negative opinion and leave. The same goes for your online store. Webpage that has a messy layout and low-quality imagery or mismatched fonts and colours, what would your opinion be? Probably not a very good one. To be precise 39% of people would leave a website just based on a bad imagery. Make sure to keep things clean and professional. Use high quality imagery and make sure they have similar styling to keep everything consistent.
Another important thing is customer journey. The last thing you want is for a customer to go on your website and not know where they are going and have to search for it. Make sure that all the content is laid out in a logical way, with CTAs where they need to be and interconnect pages in a way that is the most logical from a third party point of view. To test the flow of your store, invite some family and friends to use it as a test group.
LEARN MORE ABOUT THE DESIGN
Some of the basic things you need to take into consideration when designing or improving your WebShop are:
- Typography
Using pretty but not commonly used fonts online, can easily become a headache. Use web-safe fonts, to be precise serif fonts are good for headlines and sans-serif fonts are good for body text. - Color Scheme
Think of a colour palette instead of one colour that looks good. What this means is you need to choose up to three colours that go well together but at the same time they have good contrast so that text or image elements can pop from the page. - Images
This is a very important element. First of all, good looking images that reflect your brand are something that communicates directly with customers and improves overall site look and feel. On the other hand, heavy images can slow your page loading time drastically and this is something that can be extremely annoying to your users. 47% of site visitors expect a maximum of 2 seconds loading time for an average website, so choose your images thoughtfully. - Composition
Simple design is an effective design. White space helps divide the page into distinct parts and makes it easier to process information. Clever positioning of images and text can reinforce the messages you are trying to convey. Timely positioning of CTAs or links can help your customer decide on buying the product faster.
If you don’t believe that you can do it yourself you can always use some of the predesigned solutions, just like in our DragDroper WebShop. You will find more than 100 templates and more than 300 predesigned content boxes. It will be just like stacking puzzles.
LET’S TALK MORE ABOUT THE COLOUR
Before designing your shop, make sure that you do your homework.
Check out the competitors’ websites, can you see a colour palette recurring at their shops? Think about what you are selling, and what effect are you trying to achieve. Is it a kid’s apparel, or wooden handmade furniture? For the first you will use bright and contrasting colours, for the later you might want to use some earthy and calm tones. Will your images be in the same tones? You need think about the overall impression you want to leave with your customers and site visitors.
If you have already picked out colours for your brand, i.e. when you designed your logo, then you need to make sure you keep these colours in mind when choosing your website colour palette. Take time to learn what the colours mean and what effect they might have on your consumer. See below what each colour convey:
| Green A positive colour that means fresh, harmony or wealth. It is a easy colour to digest |
Yellow A bright colour that can represent joy, happiness, and be used as an attention grabber |
Orange A great bold colour that can grab attention and be used to call-to-actions. Can be aggressive if overused. |
Red Bold colour that can represent strength, energy or passion |
| Purple Associated with royalty, can symbolise power and luxury |
Blue A commonly used colour for professional service websites. It can be calming and clean |
White A powerful colour that create a sense of cleanliness, and innocence. Used for minimalistic websites as it can denote peacefulness. |
Black Another powerful colour that is associated with luxury and exclusivity. It is commonly used for highend brands and creates a sleek image |
KEEP UP WITH THE TIMES
Once your design is ready, don’t forget to always keep feedback channel open with your customers. Read their comments and messages carefully, be in touch, ask a lot of questions, all of these conversations can reveal potential improvements. Be brave and test things. For example, you might change the color or text on a button to see if it increases conversion rates or revamp a design every couple of years to keep up with new trends and conventions in web design and/or ecommerce.
At this point in time, it goes without says, that your shop needs to be seen on mobile and tablet devices, and more importantly it needs to look good there.
SO HOW DOES THIS IN FACT HELP MY SALES
This is the question of all the questions!
First of all, if your WebShop design is great, then people won’t leave. 94% of the visitors closed websites and stopped trusting the site if it has a degraded web design.
Second of all, good design makes people stay longer on your e-commerce website and gives you opportunity to guide your customers through a wide range of products, pages and information if your customer journey is done right. This extended communication is increasing the opportunity to sell.
Studies have shown that for example, subtle changes to the color and text of a buy now button can have a big impact on conversion rates. These kinds of small design changes may only boost a conversion rate by 2%, but those small changes add up to a lot of money over the long-term
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