A thing of beauty is a joy forever – this old adage may be about the beauty of nature, but it aptly fits any situation. As humans, we generally form positive opinions about anything that is aesthetically pleasing. This is the core notion of any art form, be it painting, architecture, or graphics.

In the digital world, good design translates into good conversion. It is the backbone of a great customer experience, which in turn determines whether they will buy from you or not.

Anyone who understands the fact that an ecommerce website is the digital alternative of a retail store must also know how important the design can be. Businesses spend truckloads of money in creating an impressive store. A place that is appealing and welcoming, to say the least. You need to keep it clean and well decorated. You also need to make sure everything is well-organized so that your customers can easily find what they are looking for.

Imagine entering a store only to find a shabby looking place with no proper structure, would you still go ahead and buy from them. You might reconsider the moment you step inside. That is exactly the effect bad design can have on your ecommerce store visitors. It creates your first impression and leads the entire user experience.

Design Leads the Customer Experience

Customer experience begins with the very first click on your website’s link. What opens next has a solid impact on how they would perceive your brand.

According to stats, 38% of users do not engage with a website if the layout isn’t impressive enough. They most probably have a dozen tabs open, and they can’t just settle for the dull and boring experience. Without further engagement, there is no conversion. On the other hand, a good design will make them want to further explore how else you can impress them.

In a way, it won’t be wrong to say that they judge the quality of your service and products by your design. And you don’t have to be a professional logo design and web design company to let the design speak for you. It can be any other business.

It isn’t just the look though. Speed is just as important as aesthetics when it comes to user experience. Users expect a website to load within 2 seconds. Longer waits make them consider your competitors instead.

That impression, however, is just the beginning of it. You’ve just hooked them in. This isn’t the only purpose served by good design. A good design is one that is able to smartly reel them in. It leads the way in an intuitive manner. Every scroll or click should take them closer to the product they are looking for, and ultimately, to your call to action.

Design Guides through the Conversion Funnel

Remember how a salesperson in a retail store nicely guides you towards the product you are looking for. They help you towards the checkout counter. For an ecommerce website, this navigational help is offered by the design.

You might think that a chat assistant may be the best alternative, but users usually see that as a last resort. Therefore, the design should be intuitive enough to help them choose their action. Great design is one that drives them towards an action that is most desirable for you.

When you offer intuitive navigation through design, you don’t have to force their actions through words and content. Your prospects slowly glide through the conversion funnel without feeling like their decision was actually motivated by anything but their own desire.

In order to ensure this kind of conversion, you need to create a design that is simple and user-friendly. Users shouldn’t have to spend more than a second to figure out how they can get to the product they are interested in. For instance, if a leather skin shop has an attractive website, a visitor would assume the same about their products. They would consider stores that show some knack for creativity and style.

Users want to see all the relevant information about your product without going through too many clicks.

Design Ensures Maximum Optimization

The whole conversion and first impression story is quite understandable. People do judge a book by its cover and a website by its design. However, one of the most crucial aspects of an ecommerce design is SEO.

Google has a vast number of SEO metrics, and many of them are actually design related. SEO literally begins with design. The more user-friendly your design is, the better your rank will be. And there are many factors that determine how user friendly the design is.

For starters, your design should be responsive. It should appear its best despite the difference in screen dimensions for different users. Also, there should be a proper image and text balance, along with other media elements such as videos and animations.

That said, a good design is also optimized in terms of security. A good design can make a user feel safer. Just like SEO, security is another aspect that now needs to be incorporated into the design. It is also a factor that can have a huge impact on your overall SEO. There are security signatures that can serve as the security personnel guarding a store’s gate. Anyone would feel more comfortable shopping on a secure and safe store.

The more optimized a design is according to the current standards, the better your chances of acquiring an organic lead.

The equation is fairly simple – they came, they saw, they bought. A good design isn’t all about the aesthetics anymore; it is as much about functionality. Your design can serve as a roadmap for your store visitors, subliminally guiding them towards the BUY button. If your website seems too dull or too complicated, the users won’t think twice before they switch to your competitor’s store.

Ashley RosaMay 30, 2019