The Importance of Web Design on E-Commerce Metrics


Metrics such as inbound traffic, customer conversions, unit count per sale, repeat business, page retention, and more, are greatly impacted by the website’s design. From engagement driving aesthetics and trust factors to site functionality and user-behavior focused revenue driving features, web design plays a big role in the success of e-commerce sites.

  • Factors that drive engagement. User engagement is a key to brand awareness, wider audience reach, and building brand loyalty. User engagement promotes inbound traffic, repeat business, new customer acquisition, and more money spent per customer. Elements such as compelling visuals command attention and are easily and frequently liked, followed, and shared online. Making visuals, product images and other website features shareable by including URLs, titles and descriptions, and by incorporating social sharing buttons on each page, will encourage customer engagement, increase audience reach, and drive revenue to the business.

  • Mobile use. A large portion of web users conduct their business on mobile devices, making it essential to design for mobile users to impact retention and customer acquisition. E-commerce websites should be mobile-responsive so that the website will adapt size and functionality to the screen size being used. Consider finger navigation spacing, intuitive navigation features such navigational hierarchy, and avoiding hidden navigation such as hamburger menus. Test colors schemes and fonts as a user to identify any issues in mobile-use visibility for the customer.

  • Features that drive specific key metrics. Though conversational AI on e-commerce sites can provide 24-hour assistance, digital shopping still mostly relies on self-navigation, so design plays a huge role in revenue driving. Features such as product pairing suggestions, highlight products that complement those already chosen or top-sellers on promotion to increase unit count per transaction. Features such as simple check-out forms, visible shopping carts, compelling CTAs, and security badges, can all drive up customer conversion. Designing with user behaviors in mind can help to boost key metrics.

  • Designing to drive traffic. Factors such as shareable visuals, backlinks, social sharing buttons, and CTAs on your website and in social media and online marketing efforts that lead to landing pages, email subscription lists, and specific promotions, drive traffic to websites. Consider traffic driving features in e-commerce web design for sustainable growth.

  • The impact of trust promoting elements. Customers are more likely to spend with and suggest a brand when they trust them. Include security badges, awards, user testimonials and other trust factors to reassure your customers that your business is legitimate and trustworthy.

  • Designing for functionality. Factors such as slow loading web pages and non-intuitive navigation damage user trust and provide a poor user experience. They also prevent users from utilizing the website as intended. Designing uncluttered web pages with attention to navigational hierarchy, bold font, and clear CTAs will help users meet the desired end-goals of the business. Clean design websites partnered with quality hosting services and attention to clean coding, links, image optimization, and other elements that impact loading speed, will provide better social proof, SEO factors, user retention, and conversion.

Avatar New York Web Design is an innovating, award-winning web design New York firm dedicated to providing clients with responsive websites that help grow brands and convert visitors to customers. With an expertise in web development, branding, cloud hosting, mobile app development, and CMS and e-commerce solutions, Avatar New York's top tier designers have the ability to create intelligent websites for any type of business.