May 10, 2015
Digital technology is advancing at such a rapid rate that we often forget there is an art behind the science. This is especially true when it comes to e-commerce. It takes a special breed of techie to know how to convert visitors to customers with more than just statistics as a backdrop. It is all well and good to know how Google ranks webpages and how many visitors bounce off a page, but on some level, a web developer must rely on instinct – a gut level feeling. Knowing what drives visitors to buy is an art, based on science of course, which is inevitably connected to responsive web design!
Web Design Elements that Convert
As the name implies, web design is a creative endeavour that is a perfect blend of art and science. It takes a whole lot of IT know-how to code and program a website, but it takes the eye of an artist to view it as visitors would. Is the site appealing to the eye? Is it too busy for anyone to navigate their way around? What about colour combinations and graphics? Sometimes we, as web developers, get so caught up in using every tool in our arsenal that we forget to step back and look at our design as a first-time visitor would see it. As you can easily notice, the best WordPress responsive themes are simple. This happens because of offering a better interaction.
Let’s take the concept of colour as an example. There is scientific data that substantiates the fact that certain colours evoke a variety of moods. This is where art meets science in that the web developer needs to sit back and think about what those colours say to him/her. If the goal is to get a visitor to buy a product or service, certain colours may work better for specific markets. For an undertaker’s website you certainly wouldn’t want to use neons and pastels for example.
Layout and Functionality
Now we come to the biggest grievance so many visitors express in comments they leave. The worst deterrent to conversions is the functionality of a website’s layout. If the visitor can’t find an easy way to add items to the shopping cart or to pay for those items once they are tallied, it is likely they will go somewhere a little more user-friendly.
This is even more of a problem with mobile devices. The screens are already so little that it is difficult enough to read the product description without hunting for the order and payment options. Today’s web developers keep that in mind by using a marketplace script that has been especially developed for mobile apps. However, the online merchant benefits as well! Most of today’s digital market script apps also do everything from taking payments to calculating fees payable to such entities as PayPal. These handy, not-so-little apps are a godsend to online merchants who have little to no experience with running an e-commerce site.
Anyone in the business of designing e-commerce websites is both an artist and a scientist. The trick is to be Picasso and Sir Isaac Newton wrapped into one tidy package. Get a ‘feel’ for how visitors react when they first hit the site and then utilise apps that make it easy for them to buy. If you can accomplish that, you’ve done your job.
Boris Dzhingarov graduated from the University of National and World Economy with a major in marketing. He is passionate about blogging. Boris is the founder of Tech Surprise.
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