Picture of Gabriel Budemberg

Gabriel Budemberg

UI/UX Designer with focus on conversion optimization for E-commerces.

Good Design = More Sales? 🤔

Will a good design make you sell more? Maybe not, but it definitely will make you win more money.

It’s sad, but the price makes you sell more only in terms of volume. I’m not saying that marketing doesn’t matter, because nobody will buy from you if they don’t know you.

A good design will not make you sell more “because yes”. It will increase your income because you will talk directly with your target audience.

See Apple, good design in their website, packaging, and mobile itself. Does it sell more than all of the parallel mobiles in a black market? 

The real question: does it matter?

No! They aren’t the target audience. Once you communicate clearly with your clients, you will increase your selling volume by simply telling them that they have a reason to buy from you and it’s not only the price.

Talk to the target audience

If you are a clothes store that sells clothes for plus size. You are different from a bunch of the other stores, but imagine if your website doesn’t communicate it. 

Your clients won’t understand at first, and worse than that, they won’t stay too long to discover. 

People on the internet have very fast behavior. If you don’t get their attention in less than 1 minute, typically between 10 and 20 seconds, they will go and never see you again.

In a supermarket, if you like strong coffee, would you buy one with pastel blue packaging and soft drawings? Or would you look for a black one with strong typography?

Your subconscious will tell you where to go, and that’s why good designers are in this world. To bring you the best customer based on what you sell.

So, a website redesign will make me get more money?

If it’s made properly, yes. We need to look at something called KPIs.

KPI stands for key performance indicators and it’s what you will be looking for to make your business better. If you are looking to sell more, a good KPI would be products sold, but when you’re looking to get more money, that may be less important than the money coming in.

So, when a redesign is good, at first it won’t increase the traffic on your website, but in time, it will increase a lot of revenue. 

The users coming in will see your credibility and what you do, how great you are because you have a clean and communicative look. Nowadays, that is a must-do, you have a lot of people selling on the internet, so don’t let them take your clients.

Before the redesign

After the redesign

How to get a good designer?

Designers have a portfolio that stands out because it’s beautiful. But once a client is not a designer, it’s hard to tell what is beautiful and what is not.

But something much more beautiful than a good-looking website is results. 

When seeing someone’s portfolio, try to ask them about the results. Try to see why they did what they did, the whole strategy to get to this point.

A great designer will understand your brand, make suggestions, and discuss the importance of some points to get to your objective.

A great designer is like a great nutritionist, you gave me your objective and what you like to eat, and now we are going to make you achieve what you want.

That means that eating chocolate every minute isn’t prohibited but will make you far away from your goal.

How can I improve my design by myself to sell more?

If you are by yourself right now, don’t worry! There are some things you can do to improve your website design.

First of all, look at all the references in your niche. If you are the only one, get broader with like thinking about sports, or clothes and start to see what you have different from them.

Imagery is the biggest thing! Not only product photos but the whole website identity is based on images, so get the best quality images from free banks like Unsplash or Pexels.

Study how to take the best photos for your products. Most of the time, a neutral background will work better to not “fight” with every other aspect of your website.

Do not try to be revolutionary and make everything different. Users don’t have time to learn how to use your website.

Google Research Blog did a study that compared and contrasted prototypical websites and complex websites. 

If the visual complexity of a website is high, users will perceive it as less beautiful. If the design is unfamiliar, like a low prototypicality, the user will judge it as uglier, even if it’s simple.

Graph via Google Research Blog.

Font: Google Research Blog

That’s why you need to find the right spot between aesthetics and functionality.

Last but not less important, communicate clearly! Your copywriting is part of the design, so make it clear by telling what you sell, who you are, and why buy from you.

At the end of the day, you don’t need a beautiful website, you need a website made to improve the user experience and get more customers that buy from you.

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