A business has to grow to be sustainable. If you’re not growing, then you have to be raising your prices or lowering your expenses constantly. In healthy economic climates, inflation moves at about 2% annually; that means everything you buy will be 10% more expensive in five years, so all of your supplies and raw materials you use to create your products or services will be 10% more expensive. If you don’t grow your business or raise your prices, you’ll be making 10% less profit every five years; in fact, it’s more than that because it increases from a constantly moving baseline.
The bottom line is that you will lose money if you don’t grow, fortunately, the internet has made growth more sustainable and more attainable than ever before. First, you need a great website that promotes your business and reaches out to as many new customers as possible.
A website is a lot like a physical space in the sense that there is a style and a floorplan to it. If you walk into a room and see shag carpets and wood panelling, you’ll think the room looks outdated, as those styles haven’t been popular since the 1970s. So, if you were to walk into a restaurant with wood panelling and lava lamps, you would think they were serving some kind of period-specific food choices or at least they were trying to create a 1970s theme. If that’s the case, then great, but if it’s not, then you are giving off the wrong impression.
Ecommerce website design is the same. You need to create the right impression, the right style, and the right flow.
The Right Flow
In addition to hiring designers who will make you a website that creates the type of impression and feel you want, you need ones that create the right kind of flow. The internal architecture of a website is much like a physical room as well; there are those that flow well and those that have a lot of barriers in the way. If you want to turn your visitors into customers, you need to break down as many barriers as possible; in commerce, every impediment to buying is called “friction.” For example, if there is a lengthy sign-up process, that will create friction.
There is a balance to all of these things. In certain cases, a little bit of friction is the price you pay for adding customers to email lists or weeding out bad actors, and a good website designer will be able to help you do that. The goal though is turning visitors into customers; this is called “conversion.” Pageviews are great, especially if you are selling advertising space on your site, but the gold standard is the conversion rate, meaning you need to get as many of your visitors as possible turning into customers.
You need a great website designer who understands e commerce and the web to help you design a modern and effective website that makes it easy for visitors to find things they want and pay for them.