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How not to scare customers away with the appearance of the store?

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Making a good first impression is very important. Well-known brands build a huge part of their popularity on aesthetics and unique designs that create their identity. For this reason, keeping your ecommerce website looking good can be crucial for a good conversion. Professional content may not be enough. Research shows that over 90% of respondents can be discouraged from the site from the very beginning, just because of its unintuitive or sloppy graphic design! What to do to avoid it? 

Low sales despite good visibility – maybe your store looks bad? 

Most of the marketing activities are focused on attracting as many visitors to the store as possible. However, how to ensure that your potential customers become actual customers? However, generating traffic to your website is not always enough. Everyone wants a large number of visits to be converted into sales results. High visibility of the online store, coupled with low conversion, is the first sign of anxiety that should be addressed as soon as possible. 

The possible cause of the above situation is the bad appearance of the store. E-commerce sales have its own rules, because the customer cannot try on, touch or test the item he wants to buy. All these sensations have to be compensated for in some way. That is why visitors pay a lot of attention to what the website they want to use looks like. Poor visual setting simply does not inspire confidence in any way. 

The old saying goes, “you buy with your eyes.” For these reasons, it is important to ensure that your website builds a positive impression from the very beginning and stands out from the competition. Where to start?

How not to scare customers away with the appearance of the store?

What should the store look like? 

The home page should be the basis for building an appealing online store appearance. Many users, after seeing it, already know whether they will stay on the site for a long time or leave it quickly. It must be eye-catching and transparent, so that the potential client, seeing it, can immediately see if he will find what he wants. It’s a good idea to look at the bigger e-commerce brands and check their web portals. Such inspiration will help create an optimal template. 

Another important issue is the intuitive navigation within the page. All menus and tabs must be constructed in a way that does not force the user to search for content. Subpages with products must be accessible, otherwise they will not be able to sell them. Therefore, it should be ensured that customers have the shortest possible shopping route to travel. 

This is related to the third important issue, which are graphics and photos. An e-commerce store without this element is doomed to failure. Articles and services offered as part of online activities should be accompanied by good quality visual setting. However, you should find a golden mean and remember that too many graphics make the page load slower.

How not to scare customers away with the appearance of the store?

10 errors in the appearance and layout of the store

Many e-commerce website owners are unaware that the appearance of an online store can have such a significant impact on sales. This is evidenced by the multitude of poorly designed websites appearing in search results. They are an example of the fact that decent positioning does not necessarily translate into high conversion. What mistakes should be avoided when designing the appearance of an online store? 

1. Aesthetics that don’t take UX into account

No user will appreciate the rich graphic design of the store in the long run, if it causes its slow operation. It becomes cumbersome and does not make your website easier to use, and its functionality is the most important factor in building a positive experience. Therefore, it is better to focus on refined minimalism.

2. Complicating the purchasing process

Too many subpages and distractions accompanying the shopping process spoil the conversion. If the customer has already added something to the cart, they should be able to easily complete the transaction. It’s a good idea to visually present all the steps leading to the purchase and show the user which one he is currently on. 

3. Poor quality or no photos

In many smaller online stores, one graphic is often used to depict several similar items, or its resolution and legibility leave much to be desired. It is important to improve their quality. Photos and the ability to see the product on them before buying is a substitute for touching and trying it on in a stationary store. Nobody likes to take things blind. 

4. Content overload and inappropriate formatting

Content is of great importance in positioning the store and building its professional image. But is more always better? Not necessarily. Overloading with long content is not beneficial. In addition, their proper formatting is often neglected, which makes them less readable and discouraging in reception, even despite having professional content. 

5. Unintuitive placement of key elements

Originality is not always a good idea. Basic elements such as the menu, shopping cart, language selection or account options should be placed in a thoughtful way. Users are accustomed to certain layouts and forcibly changing them may turn out to be a shot in the foot, even if on the surface it seems like a better solution. 

6. Unreadable messages

This is something that causes great irritation. An example may be messages about an incorrectly completed address form when placing an order, but not indicating a specific error. 


7. Ignoring mobile devices

The number of searches made on mobile devices and purchases made on them are increasing all the time. Adjusting the page layout and its content to the resolution that reigns on smaller screens is not only welcome today, it is even a necessity that must not be forgotten

8. Stagnation and no change

When running an online store, you have to react to changes in trends. This also applies to the graphic side. Once designed, the design and layout will not be perfect forever. Users’ reactions should be monitored all the time and appropriate modifications should be made. 

9. Brazen advertising

Pop up ads are the bane of every customer. They can of course be on the website, but they have to be displayed in a way that does not obstruct its use. They cannot adversely affect its functionality, for example obscuring the content or buttons. 

10. Incorrect navigation

If, while on the home page, it is difficult to find out how to get to the appropriate subpages of the category, the customer will not bother with it – he will simply leave the page. It is important that the navigation methods are clear and clearly present the website offer. 


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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.


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