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Nearly half of buyers declare that website design is one of the most important factors in determining their perception of a company's credibility. So how to build universal site designs that won't get lost in a sea of similar ones? Shoper brand experts answer.
In the era of e-commerce, it is not enough just to be online to sell. Entrepreneurs need to meet consumers' expectations and attract their attention in many different ways - including visually. In Poland there are approx. 66 thousand online stores, and Dun&Bradstreet Poland forecasts that by the end of this year this number will increase to 70 thousand, with 8 thousand new shopping sites in 2023 alone. This makes the market increasingly competitive, and building a store that stands out from others is becoming more challenging.
- While it may seem that the appearance of an online store is not that important in the overall process of building an online business, the numbers speak for themselves. Nearly 40% of users abandon using a site they find unattractive. It's worth building a unique image from the beginning that will be associated with the brand and thus attract customers, says Artur Halik, Head of Sales, Shoper. - With this in mind, we recently released the latest version of the Shoper system (Storefront). This is a technology where our customers can use an intuitive online store template builder. It includes dozens of modules that can be implemented via drag-and-drop. We wanted everyone, not just tech-savvy people, to be able to create an attractive and, above all, highly functional online store on their own.- adds Halik.
Looks aren't everything
The design of the site, in addition to the visual layer, must bet on the user experience, or User Experience. UX consists of elements such as convenience and speed of use, readability of the site and ease of navigation or functionality on different devices. As data shows, a properly designed user interface can increase a site's conversion rate by 200%, while a better UX can increase it by up to 400%. The same statistics show that 88% of online shoppers are less likely to return to a site with which they have had a bad experience.
- In Poland, almost 80% of consumers buy online. Therefore, in order to most effectively reach potential customers, businesses no longer have a choice between aesthetics, website attractiveness and usability. These elements must go hand in hand and complement each other. We can see among our customers, if only through the use of new tools, that they are open to change and are constantly looking for opportunities to improve their business," adds Artur Halik, Head of Sales, Shoper.
The times without coding have come
The process of creating online stores is also changing. The tools available today allow you to build sites yourself without knowledge of programming languages. This model can be compared to stacking blocks. In addition to an attractive appearance, under each module there are additional options and opportunities to develop the functionality of the site.
- After many conversations with our customers, we noticed that what they care most about is the option to create, edit and manage graphic templates themselves, and thus the appearance of the store. They want to be able to make changes quickly, without being dependent on intermediaries. We realize that a store is a living organism that reacts to external factors, such as quick promotions or peak sales and shopping peaks. Entrepreneurs should be confident that their sites are ready for any of these possibilities, and they can make changes on the fly," says Adrian Slowik, Head of Product Development, Shoper.
Regardless of the method, the process of building or improving an online store must be done comprehensively. And the appearance and functionality can be both the strongest and the weakest side of a business, determining its success.
About Shoper
Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Brands such as Gym Glamour, WK Dzik, Irving and Doppelherz, among others, operate on the Shoper platform. Shoper has been listed on the Warsaw Stock Exchange since July 2021, and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl
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