Importance of design in the eCommerce website
Successful eCommerce websites go beyond listing great products and providing effective customer service. It is good to remember that first impressions carry the day and web design provides that first impression. Unattractive, cluttered designs are off putting. They drive traffic away resulting in lost leads. User-friendly designs funnel users smoothly through the sales funnel and increase conversions.
What they see impacts how they react
Research discloses that three quarters and more of both end users and businesses base their purchase decision on their preference or otherwise of web design. A haphazard design is like a cluttered and disorganized store. Finding products of choice becomes difficult and time consuming. Unlike brick-and-mortar stores, however, a browser just needs a click to move away in the blink of an eye and enter an organized store. So be careful of how your information is organized.
Impact of small changes on profit
Colors, shapes, and sizes create a psychological impact. The immediate conversion rate noticed after such minor changes are made appears insignificant. When it comes to cumulative impact, it is a different story. A mere 1% swing means a major jump in annual sales.
Information assimilation and processing strategies differ from person to person. Visual processors are impacted by font size and background contrast. An image that correlates with text is more accessible to the kinesthetically inclined.
Brand awareness and recall
A consistent design or logo appearing on the website, promotional material, and physical product stamps a permanent impression on the mind and increases immediate brand recall translating into a wider loyal customer base.
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Successful websites combine aesthetics and ease of use. A good design optimizes layout and browsing experience by converting abstract ideas of aesthetics and usability into concrete designs. It presents products, purchase options, and brand image clearly and consistently.