How Can Web Design Impact Customer Shopping Experience?

Web design is an important factor for websites, and even more so for eCommerce websites. A website works like a digital storefront, it is the first place potential customers visit to get an overview of your brand, review your products and even validate the quality of your business.

Imagine you’re walking down the high street and you are observing the array of shop windows as you pass them by. What is the first thing you notice about them? Is it the price of the items or is it the number of staff inside? Not likely. It is usually the layout of the window, store design and branding. This applies to your website as much as it does to your store. All of these things make an immediate impact on the customer’s impression of your store. No matter how good your products are, how good the pricing is compared to your competitors, it’s the design that plays the most important role in your customers’ initial decision-making process.

If you are under the illusion that web design and other marketing efforts are separate entities, then you could be on a collision course with disaster. Web design is one of the most important parts of any eCommerce marketing strategy.

It is likely that, when you think of web design, you probably think of aesthetic appeal. This does play a huge part in the design process, it’s not, by any means, the only element you must be aware of. SEO, conversion and traffic are already closely related to the customer’s journey and your website design is the glue that brings them all together.

A successful eCommerce web design can help give customers a better experience and potentially lead to more sales. But just HOW much does this impact your bottom line? In this article, we will go over some key areas where web design impacts a shopper’s buying experience.

First impression is a lasting impression

There’s only one opportunity to make a first impression and over 94% of first impressions will relate to a website’s design. That means you have to make it count. Much like a brick-and-mortar store, if you stepped in for the first time and saw a messy, chaotic shop floor, you would probably have a negative opinion and leave. The same rules apply to your website.

Ecommerce website design, with a UX specialist or an SEO marketer, is something that businesses can exert great control over. It has been seen countless times that a strategic website redesign can significantly improve customer perceptions of their brand.
A user is making this critical decision before they have time to read more than a few words of content and they are judging almost entirely on design, layout and clarity. So keep this in mind when designing. Take a look at competitors and see how they lay things out. Make sure to keep things clean and professional and never forget about user-centric designs.

Improve site loading times and accessibility

Website loading speed and device optimisation is often overlooked when it comes to web design but it is a huge factor in your customer experience. Research by Google shows that 40% of users will go to a competitor if they have had issues accessing a website.

Not only does accessibility and page speed impact your conversion rates but it plays a big part in your SEO too. Page load speed has also become a ranking factor in Google’s algorithm and can even affect your ranking. Fast page load times are ideal, of course, but having interactive and rich content on your page is also important.

Through technical elements and careful optimising, you can improve your site speed and accessibility, and ultimately attract more visitors to your website. These could include:

  • Optimise image sizes and make sure to compress them as well through image optimisation tools.
  • Consider a different web host with a dedicated IP that guarantees faster responses during high traffic spikes.
  • Remove any unnecessary third-party scripts that might be slowing you down.

Load time is a major Google ranking factor that can be directly linked to the design feature of your eCommerce site. This has become crucial to online success as more consumers move toward using the Internet on mobile devices.

“61% of users are unlikely to return to a mobile site they had trouble accessing” – Think with Google

Keep your Brand and Design Consistent

While your website is not the be-all and end-all of your brand, it is a crucial part of the overall trust-building jigsaw. Similarly to your logo, the strongest websites are a fusion of both professionalism and personality. Research shows that customers are more likely to buy from you if you’re a trusted source in your industry and consistent branding is more likely to build trust with their users.

Web design most obviously impacts your site’s appearance. The choices you make throughout your design process should be dictated by your brand guidelines, colour pallets and tone of voice. It is important to keep your brand image consistent across every platform you use and it must be relevant to your target audience.

Experienced web design agency in Cambridgeshire

Overall, when it comes to designing an eCommerce website, remember to design for your target audience as they are the ones who will be using your website and purchasing items. At Brave, as an experienced eCommerce agency, we not only understand the value of good web design, we know how to put it into practice.

Everything our design and marketing team does is focused on the future and long-lasting results, as we believe it’s imperative to ensure that a website is set up with SEO in mind because it heightens chances of success in the days, months and years to come. If you’d like to find out more, you can see examples of our eCommerce website design work, or get in touch with us in Brave today to discuss your business.

Written byJamie Flett

Google Partner
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