How does design affect customer conversions?

These days, it’s imperative for all organizations to have an official website. The retail landscape has changed significantly thanks to the continuous development of online shopping services. When we want to buy a particular product, we prefer to reach for our laptops or mobile phones to pay our favorite brands a virtual visit than going to the nearest physical store.

When you build your website, you should approach it the same way you would build your physical store, the goal being to attract customers and making sure they go from window shopping to actually purchasing a product (e.g. website conversion). A lot of the planning for a physical store revolves around design, from the floor plan, interiors and visual merchandising, to the window displays and signage. Your website design should be equally well thought-out, because you are essentially attempting to recreate the same experience in a virtual space, but with the added benefits of time and convenience for your customers. Bear in mind that you are also competing with other brands, which may include smaller enterprises that are not present in traditional retail markets, but already have an established following online.

So when it comes to design, what should you consider? Simplification is one. It’s tempting to overload your website with as many images, pages, text, graphics and effects as you want. You want to create an impact, after all—something that will immediately catch the eyes of your market. But having too much on your website can cause pages to load slowly or bog down. Page loading speed is actually a factor in how Google and other search engines rank your website. And unfortunately, patience is not a virtue for a majority of internet users, and the longer it takes your website to fully load, the harder it will be to keep your customers from leaving and taking their virtual business somewhere else. If they do decide to wait it out, if the complexities in your design make it hard for them to navigate your website, it is likely you will lose those conversions. Whatever goals you set—may it be an actual sale or simply getting them to register into your mailing list—may not be met at a level that can be considered successful. Simplicity does not have to affect visual impact. Following a color scheme (ideally one that is associated with your brand) is a good way to create interest while sparingly using other potentially distracting design elements.

Developing a responsive design is also important for improving website conversions. It enables websites to be viewed across different screen sizes, like mobile devices and tablets, and in an age where mobile gadgets seem to be an indispensable appendage, proves highly helpful to visitors.

For help with your website design, feel free to get in touch. It would be our pleasure to help you with any needs or requirements you may have – 817-504-4505.


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