One important consideration for digital advertising in the modern age is web design. Right now, there are over 3.5 billion internet users across the world. The sheer number has made the field of e-commerce far more challenging, particularly in the field of web design. The way a site looks now goes hand-in-hand with the discipline of marketing, with a special focus on the user experience.
Even the littlest details, such as font size and colour, can work together to funnel users into desired actions. The overall experience of the website should facilitate a process of luring leads in and directing them to perform specific actions—known as conversions. Conversions can be anything; in ecommerce websites, it usually means a sale.
The Qualities of Good Web Design
User habits change regularly, but a few things have persisted throughout the years. First, even if it should go without saying, your site should be aesthetically pleasing. Over 75% of users formulate an opinion about the credibility of a website based on its design.
The next we need to look at is the user experience.
- How quickly does your website load?
- How easy is it to navigate?
- How easy is it for users to find what they need on your website?
- How many clicks does it take a user to get from your landing page to your checkout page?
These are just some of the questions you have to ask when thinking about your web design. All of these things and more come together to create an experience, which the user should find to be positive.
A load time delay of a single second can cause conversions to drop by up to 7%. For an ecommerce business, this could mean thousands and thousands of dollars in sales. When you consider how easy it is to lose business to a competitor, the need to streamline your site as much as possible is clear.
The Relationship Between Web Design and Search Engine Optimisation
Yet another consideration that has grown in importance in the field of digital advertising is Search Engine Optimisation (SEO). This is the endeavour of designing your website and producing content in such a way that it becomes more palatable to the indexing protocols of search engines. In essence, it means working to make your website rank higher on search engines.
The higher you rank on search engines, the more likely you are to find customers and clients—something that is especially important in this particular age. Plenty of transactions and sales begin with a simple Google search. The closer you are to the top of the first page, the more likely a user will be able to make purchases from you.
However, gone are the days when SEO was just the repetition of keywords related to your business or website. As search protocols become increasingly complex, it is important to adjust your strategies to these evolving circumstances. Now Google incorporates measures of the experience into the design.
Final thoughts
User habits and practices in the market will continue to evolve and change. As an ecommerce business owner, it is of paramount importance to keep abreast of all these trends and patterns. Failing to do so can not only reduce your capacity to make conversions and sales, but it can hurt your brand and the longevity of your business.
If you do feel that you need help in the purview of digital advertising, get in touch with me. I am a digital marketing consultant that can help you grow your business through creative digital solutions that will help you to generate leads and convert them into lifelong customers.
