How Site Design Affects Your Conversion Rate

  • May 19, 2015


    The world of ecommerce is ever-changing and even the seasoned ecommerce professional can get overwhelmed with the amount of detail. Between managing your site to ensure proper inventory flow, to optimizing every page for conversion via A/B testing, there’s a lot to do to reap the benefits of all the internet has to offer including SEO, social media and inbound marketing.

    Don’t worry, though. To help out all ecommerce professionals, from those just starting their own store, to those managing a site for a legacy brand, we’re dedicating a weekly post to making sure you’ve got your I’s dotted and T’s crossed when it comes to running an online business.

    This week, we’ll be explaining how your ecommerce site design affects your conversion rate –– and how to optimize your site aesthetics in a way that encourages more browsers to become actual customers. From your logo and branded color and font choices to your homepage and product page designs, every single aspect of how your site looks matters. Why? Because well-designed sites give off the feel of professionalism, and professionalism breeds trust from consumers. When consumers trust your brand, they purchase more often and when they purchase your products and like them, they tell their friends and your brand begins to grow.

    Design might only be one aspect of your brand, but it can plant a seed that grows into a serious revenue stream soon enough. Here’s what you need to know to optimize your design.

    Keep Calm and Brand On

    The most important part of building a brand is consistency. You must be consistent with your branding. Your brand will most likely evolve, but this should happen over time, rather than week to week. Decide on your brand and stick with it. Evolution comes naturally, but it should be years down the road.

    Let’s start out small: with your logo.

    How Your Site Design Affects Conversion

    Selling online is not that much unlike having a physical business. It all starts with a shopper entering your store, right? You want to make a good impression, streamline their shopping experience, communicate special offers and let them know you have a legit business.

    If you don’t do this, folks are gonna leave and shop someplace else. Obviously, not what ya want! A logical place to start optimizing your store for conversion is your homepage.

    Creating Product Pages That Convert

    Product pages are the most important pages on your site. When customers reach those product pages we want them to buy. But, this will depend on their experience. If we make it easy for them to say, “Yes I need this product,” then you’ve got yourself a new customer. Having killer product titles, images and descriptions on your product page will make this a reality.

    Here’s a quick lesson is how to optimize your product pages to increase your online sales.

    For more ecommerce lessons, tips and advice, head on over to Bigcommerce University or stay tuned for our next bite-sized ecommerce exercise.

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