Frustrated with meager sales from your e-commerce site? Are you getting traffic but no conversions? It is easy to attract customers, but it is difficult to convert them into sales and often the culprit is your website design.
According to WebFX, 75% of your business credibility comes from your website design, which means your website design can be a deciding factor in your success and failure. Undermine it, and your sales will plummet in no time.
If you are thinking that you put in so much effort and finalized your website after going through a thousand designs and color combinations, we can understand your dilemma. When it comes to website design, you don’t only have to rely on what looks good to your eye because website design is subjective; what might feel and look good to you might not resonate with your customers.
Hence, here we are to ease your difficulty and share some tried and tested website design tips that will help you generate the revenue you dream of:
1. Your website speed determines bounce rate
There is so much search engines can do for you. You can get traffic through them, but then you have to ensure that traffic converts. If a visitor has to wait more than three seconds for your website to load, you should not expect any sales, period!
There is no doubt that website speed plays a crucial role in your success. In this age, when we all have access to high-speed internet connections, we all are so impatient that we rarely wait for a site to load before hopping to a competitor’s site.
If you want to improve your website speed, make sure you don’t overload it with unnecessary graphics and pictures. They will just make your website heavy and increase load time. If you are uploading any pictures, make sure to optimize them.
A golden tip to increase your site speed is to install a caching plugin. Cached pages load faster, reducing load time by 80%. If your site is on WordPress, you can install the W3 Total Cache plugin.
2. Less is more
When selling through an e-commerce website, always remember that more options don’t mean more sales; in fact, the more choices customers have, the more likely they will end up dissatisfied with their purchase because they will keep thinking about the options they had.
To improve sales, you need to reduce decision fatigue by making it easier for your customers to choose a product. This has been proven through the famous Jam Experiment. In the experiment, psychologists Iyengar, Jiang, and Huberman, offered one group of customers 24 types of jams and another group only six types of jams. They found out that although 24 jams attracted people, only 3 percent made the purchase, while 30% of people who were offered only six types of jams made the purchase. This is also called the Hick’s law.
Hick’s law not only applies to the number of products you offer but also on how you offer them. For example, you can implement this law by reducing the number of CTAs on your site.
You might think that bombarding your site with CTAs (Call to action) will lead to conversions, but that is not the case and we have a great example to prove our claim. Nameon, a Scandinavian e-tailer, observed that it was losing customers just before check out and it was because it had nine CTAs on its checkout page. So, it decided to do a small test run and made a page with just one CTA and as expected, the page performed 11.4% better, bringing in $100,000 more in annual sales.
3. Colors play an important role
Your color scheme choice can have a huge impact on your website design. If your brand is already well-established and has a distinctive professional logo design, then your theme should revolve around those colors only. It is a bad idea to use different colors than your logo because it will only confuse customers and negatively impact your brand recognition. If you haven’t decided on a color yet, then keep in mind your target audience. If your business is about kids, then your website should have a more vibrant and colorful theme.
Don’t just choose any color that you like because there are hidden meanings behind colors and they impact your brand’s perception. A study by the Institute of Color Research revealed that people make an assessment about their environment within 90 seconds of viewing and 62% to 90% of that assessment is based on colors.
When you have decided upon a color, make sure to use it effectively. Make sure your design doesn’t hinder readability. For example, using a dark color in the background ensures that the text color complements it and is readable.
4. Choose fonts carefully
You might feel like unleashing the artist in you and using different fonts for every element, but beware—it can lead to a great disaster. The font you use is as important as the color and hence the same rules apply to fonts as well. If you have a brand guideline, follow that to ensure consistency. However, if you are a newbie and are just building your brand, then there are certain guidelines that you need to follow.
The font you choose should be in line with your brand identity and image. Whether you want to give an old vintage look or a cool groovy one, your font choices will vary accordingly. In case you are confused and not clear about which one to choose, you should follow the rule of the thumb.
In any website, chances are that you will need at least two types of fonts to distinguish different sections. The general rule is that you shouldn’t use more than three fonts and make sure that these fonts complement each other. If you can’t decide which font you should select, then go for Sans Serif for body text. Sans Serif is known for its readability and hence it is your safest bet.
5. Make it easier to navigate
Have you ever visited a website and it just overwhelmed you? You have to avoid confusing your visitors by presenting them with an easy navigation system. If you have an elaborate website with lots of pages, then make sure they are neatly organized with the help of menus and drop lists. Don’t include a lot of options in the menu as that makes it difficult for people to decide which page they have to visit. This is especially true for e-commerce sites. It is easy to commit common mistakes with e-commerce sites, including their design. However, such mistakes could prove to be lethal.
You can also utilize your footer effectively by including a few links there. Footers are the last thing visitors see, but still you can put useful information there such as contact info and social media buttons.
Keep it simple
You will find several tips related to website design; you might even find contradictory points. However, just remember to keep it simple and you will always be on the safe side. Striking a balance is the key. Don’t bombard your audience with a lot of information, and don’t hold back important content either. If you are confused, you can always go for A/B testing.
Guest Article by Erica Silva
Erica Silva is a blogger who loves to discover and explore the world around her. She writes on everything from marketing to technology. She enjoys sharing her discoveries and experiences with readers and believes her blogs can make the world a better place.
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