In online retailing, web design is one of the most important aspects that determine sales performance as it affects the website conversion rate quite a lot. We’ll first focus on some of the main reasons why web design plays such an important role in increasing or decreasing the sales performance of ecommerce websites.

First impressions

There are several phases that define a customer’s position within the sales funnel, but it always starts with interest. Incoming traffic needs to like what the website looks like and what they see on it if they are to stay on the landing page for more than a few seconds. Various visual aspects such as the choice of color scheme, suitability of the chosen theme, text placement, media placement and other similar elements have to fit together in order for the page to get a good first impression of the incoming traffic. The conversion on the first visit is not the goal here, but to arouse interest and keep it for a second visit.

Easy access and fluid

Any commercial site must be easily accessible and fluid in the head. Even if the website contains products / services that a potential customer is very interested in, the visitor is very unlikely to convert if they find the task of navigating the website’s menus which are sluggish and confusing. For first-time visitors who are only slightly interested, this would be an immediate turn-off with almost no chance of an intentional second visit.

Necessary information for the development and design of a sales-oriented website

The reasons discussed here are not the only ones, but these should be enough to illustrate how and why web design can reduce / increase sales of an online business. Next, let’s take a quick look at some of the influencing aspects that developers and designers should never forget when designing a commercial website.

Personalization in web design with the customer’s TA in focus

During the customer onboarding process, it is important for the web design team to also become familiar with the customer’s business, brand, visions, target audience, and expectations. For example, Unbranded Manchester designed and developed which now serves as one of the most popular platforms in the UK for businesses to compare offers from the top business utility providers. When we visit the homepage, we can immediately identify some of the crucial design elements that stand out positively. To see for yourself, visit

The color scheme used is professional, the text content looks crisp, and the dynamic design ensures easy access to all mobile and desktop operating system platforms. Instead of unnecessary marketing fluff, the text and infographic content focus more on factual statistics. It’s a great example of professional web design that is suitable for the B2B audience.

Minimizing the distance between interest and conversion

Far too many websites (including some of the most popular) are losing revenue because they don’t take steps to narrow the gap between interest and conversion. This is the distance between a potential customer seeing the product for the first time and the order process. It is often unnecessarily extended as the website is designed on two fronts:

  • The time it takes the interested visitor to navigate from the product description / listing / landing page to the final checkout page
  • The number of pages, steps, or prompts that lie between the product page and the final checkout page

A sales-focused website should be designed to minimize both the time and steps between discovering and purchasing a product of interest. Placing appropriate Call To Action (CTA) buttons right next to each product listed and available is a simple, effective, and relatively simple way to shorten the distance between the extremes of the sales funnel. Some additional measures that can be taken to shorten the steps and time between interest and purchase are as follows:

  • If you propose to the customer, more payment options will be added from day one
  • Added the option to check out as a guest
  • Reduce the number of mandatory fields on the checkout page – Alternate email addresses and phone numbers are not an essential detail during the checkout phase
  • On the checkout page, the option to enter payment methods and information appears immediately after entering a prospect
  • Strategically placing multiple CTAs on the website that lead to either a product page, an information page, or the checkout page

How to improve page loading speeds as a web developer

The speed of page loading depends on several external factors, such as: B. the user’s internet speed and the site’s server speed. However, web developers can take steps to slow down the average loading speed of a website under favorable conditions. A faster website almost always drives sales, and web developers can help:

  • Compress HTML, CSS, and JavaScript files to reduce page weight
  • Optimize page codes by removing unused codes, unnecessary characters (spaces, commas, etc.), code comments, and unnecessary formatting
  • Automate the optimization process and test it with you Google Optimize to find the fastest options
  • Using Dynamic or Adaptive Web Design – This allows developers to reduce redirects by not adding any additional mobile variants to the website
  • Enable CDN hosting for large media files to reduce page weight when loading
  • If you cannot use an external CDN, set the minimum and maximum image file sizes to keep page weight down
  • Turning off automatic image compression because poor quality images on a commercial website speak badly for the business

As a final tip, we recommend that before using any zipper tool, you need to understand what it actually means in the real-world user experience. The software compresses most heavy swap files, resulting in an almost instant experience for the user at first. However, this is just the basic website. Once larger files are unzipped on the user’s network, the experience can sometimes be very uncomfortable for users with slower connections as CTAs, hyperlinks, text, and media jerky movements across the page.