Online sales continue to grow. In fact, 2019 saw a 14.9 percent increase in online sales over the previous year, accounting for $601.75 billion nationally. Sales through your website are a crucial aspect of your business because so much consumer spending now occurs online. A difficult reality to face for many businesses is that website design could have a large impact on your sales.
When a website visitor lands on your site, you only have a couple of seconds to draw them in and convince them to make a purchase. The experience they have within those first few seconds will dictate whether or not they leave and go to a competitor whose website is more attractive or better suited to their needs.
As you evaluate your website, here are some ways in which website design can affect your sales and what you should do about it.
Lack of Design Fails to Guide Visitors Through Your Site
Websites that have effective design showcase the various aspects of your products or services that help users make a purchasing decision. Websites with a strong design never leave a visitor wondering what they should do next on the site.
For example, product pages should have clear “add to cart” buttons. And below the main product, you should be showcasing similar products that generally accompany that product. This helps highlight the overall value you offer and the breadth of that offering.
Website visitors who land on your homepage first should be able to ascertain your key consumer benefit and understand your brand story at a glance. As you consider the flow of users through your website, you should know that website design is about more than making a website that looks good. It’s about simple, effective navigation that nudges your visitor to where you want them to go.
Slow Load Times Can Lead to Abandonment
When your website loads slowly, you could be losing customers. People’s lives today are busy and they expect speed and immediacy from websites. No one wants to wait around for your website to load, especially when there are so many competitors out there that do the same things you do.
Well designed websites load quickly to ensure your visitors get the crucial information they need to make a purchasing decision. You should discuss with your website developer how you can use file types appropriately and cut down on unnecessary code to ensure a speedy website so you don’t lose the sale.
Misplaced or Poor Calls to Action
When your calls to action are weak, misplaced or nonexistent, you risk losing sales. Some websites are so cluttered with calls to action that they don’t guide the user at all and can cause overwhelm.
There are three elements to a good call to action. They should be inviting, clear and bold to ensure your website visitors want to click them and can’t possibly ignore them.
Consider what your call to action should be on every page. Even your about the company page should have some call to action. It could be softer, such as a contact us instead of a purchase from us button. Nonetheless, it should be present on your page. Failure to include a call to action on every page could lead to missed sales opportunities.
Dull, Outdated Websites Don’t Invite Sharing
One of the best ways to earn new customers is through referrals. And to invite referrals, your website should be something that your customers are proud to share with their friends. The more inviting and neater it is, the more likely your customers will be to share it.
Websites that are extremely out of date or hard to read won’t compel your visitors to share them. Ensure your website is modern and sleek to get more referral marketing.
Kelly Website Design can modernize your website and ensure you get as much sales value as possible from it. Contact us to get started with your website design project.