Good Website Design is Important

Written by Martin Shapiro on Monday, 04 March 2013. Posted in Marketing

Good Website Design is Important

The remarkable growth of Internet users in the past few years has transformed the manner in which consumers discover products and make purchase decisions. This rapid growth, combined with the rise of self-publishing, has led to an increase in competition among publishers looking to sell books. One way to stand out from the competition is through good website design.

Billions of dollars in online spending decisions are influenced everyday by strategic web design. Your website is one of the most visible aspects of your company or product. In large part it will affect the way people view you. Web design can do more than make a site look nice to the eye. It’s not just the aesthetic elements such as colors, fonts, and layouts, but also the site planning, the multimedia content and user-friendly functionality that make up strategic web design. Striking a balance between design and function can be a powerful weapon that enhances financial returns and creates competitive advantage.

Customer conversion and shopping cart abandonment are major problems for many small online stores that have poor design, usability and navigation. Customers have so many choices today that they are more picky than ever. They want everything good, fast, and cheap.

Well-designed mega-sites like Amazon and Zappos have set the standard for e-commerce, and the quality bar is now quite high. If you don't look like a miniature Amazon for your market niche, people's confidence goes down and they hesitate on their buying decision. They think, do I really want to give my credit card number to this little website that looks like it's a part-time business run out of some guy's home office?

You don’t want to spend money on marketing to drive traffic to a website that isn’t enticingly relevant and professional. You may get a lot of traffic, but what percentage of that traffic is actually buying anything?

Like in real life, the first impression is important. You must consider the two-tenths rule when choosing the content for your website. Two-tenths of a second is the maximum amount of time people viewing a website took to form a first impression, according to a study published by researchers at Missouri University. The longer the viewers choose to stay on a site, the more favorable their impressions were.

The lesson here is that bad web design may compel prospects to jump to your competitors’ sites in the blink of an eye, which is now very easy for people to do using Google Search and other tools/apps. The fact that you offer something a customer might actually want and need at a fair price won’t matter if they don’t stick around.

Conveying your message to consumers quickly through powerful design has never been more vital. The reason is that there is a lot more online competition today in every product category than there was 10 years ago. You can't rest on your laurels and ignore the new realities of the marketplace if you genuinely want to compete at a high level and generate significantly higher income.

About the Author

Martin Shapiro

Martin Shapiro

Martin Shapiro created the horror comic book series Chopper, and sold the movie rights to it. The prequel to Chopper was produced as a web TV series starring Tyler Mane (Halloween, X-Men). Mr. Shapiro’s action-thriller screenplay Lair of the Fox was optioned by Ilya Salkind (Producer of Superman). Mr. Shapiro has written and developed projects for MGM, HBO and numerous production companies including an adaptation of Dragonlance, the New York Times bestselling series of fantasy novels with sales of 22 million copies. He received a Master’s Degree in Screenwriting from UCLA and now teaches classes at New Hampshire School of Film and Television.

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