Signs Your Site Needs a Makeover: Part Two
Part two of two: the functionality and design problems that quietly cost conversions.
Many distributors spend real money and effort getting a storefront live, then treat launch as the finish line. In practice it is the start — eCommerce needs periodic updates and refreshes to keep meeting customer expectations and returning on the investment.
This second installment covers the must-haves for smooth on-site functionality and the design elements that strengthen a brand and its visibility. The practices are relatively simple; the surprise is how many businesses never get to them.
The numbers make the case directly: nearly 70% of buyers in a 2019 Unbounce survey said page speed determines their purchasing decision, and WebFX reports 94% of first impressions relate to a website’s design, with 75% of a site’s credibility coming from design.
What’s Inside the Paper
Part two of two: the functionality and design problems that quietly cost conversions.
Fast-Loading Pages
Page speed as a conversion factor rather than a technical metric.
Intuitive Search and Clear Navigation
Getting buyers to the product without making them work.
Flexible Ways to Transact
Meeting buyers with the payment and ordering methods they actually use.
Omnichannel Shopping
Consistency between the site and every other way a customer buys.
A Clean, Modern User Interface
Interface decisions that carry disproportionate credibility weight.
Consistent Branding
Where inconsistency erodes trust without anyone naming it.
Straightforward Pages and Headers
Structure that lets a buyer scan rather than read.
Professional, Meaningful Visuals
Imagery that informs the purchase rather than decorating the page.
Key Takeaways
- Launch is the start of the work — sites that are never refreshed stop returning.
- Page speed is a commercial metric; most buyers say it affects the purchase decision.
- Design carries most of your credibility, fairly or not.
- Offer several ways to transact; buyers differ more than the average suggests.
Read the Full White Paper
Part two of two: the functionality and design problems that quietly cost conversions.
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