If you're running an e-commerce website, you'll be well aware that the vast majority of visitors to your site aren't ready to buy. Without good web design, however, you could even be turning away visitors that are willing to make a purchase. If you're in the business of selling through your website, driving up the conversion rate is absolutely critical if you want to grow your business. That means doing everything you can to make a conversion more likely, including having effective web design. Here are just some of the ways good web design improves the conversion rate of an e-commerce site.
Keeping it simple
Flat and minimalist design has been known to increase conversion rates. This is because the design and the content have been focused to contain only the vital elements. Web designers may choose to get rid of drop shadows and gradients in favour of a clean and simple two-dimensional image. This is to create a focus on the fundamental elements, and will contribute towards having a layout that's orderly. Additionally, it allows more space for your calls to action, which are absolutely vital for converting as many visitors as possible. A good web designer will be able to strike an effective balance between making your site clean and clutter free, whilst still giving your visitors a clear impression of your USPs.
It's all about creating an easy to understand customer journey. Sites that have the best conversion rates will have a logical layout and offer a clear and clutter-free path towards a purchase. Even if your site has a minimal aesthetic, there still needs to be an underlying logic to the SEO content. Everyone who visits your site should be able to go from one idea to the next easily. Web designers working on your site can ensure your layout adheres to reading patterns, creating a flow which will encourage conversions.
There are so many devices out there, and that means responsive design is absolutely essential. It makes sense that if your e-commerce site works on a wide range of devices, more people will convert. Google has reported that over 90% of people who use multiple devices will switch between their screens in order to complete a purchase or to get something done. So, to fully optimise your conversion rate, your site has to work on multiple platforms.
If you're interested in how good web design can improve the conversion rate of your site, then please don't hesitate to get in touch today to see how we can help.