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Web design

Why web design is so important in e-commerce?

We’ve all been there – searching for products, only to land on a poorly designed e-commerce site. It’s off-putting and we’ll often go back to search results and choose another business instead.

As a customer, you want a website to draw you in and be easy to navigate. As a business, you want your customers to spend time browsing your products and be able to make purchases easily. As such, how your website is designed should be on your radar. It’s important for the following reasons:

It catches the eye

You’ve got to win customers over quickly. It’s likely there are thousands of other businesses offering similar products or services to you. How can you stand out? What’s your USP? The right design will allow you to catch an audience with just the right about of detail above the fold. This includes what the sites about and where they are supposed to go next. 

You should consider web design at least as important as your marketing efforts, as in the age of internet shopping, it’ll often be the first impression your business makes.

You can integrate all information well

Not all of the information on your site will be entertaining or engaging. As an e-commerce site, there’s essential details you need to include, even if they are a bit boring. This includes things like delivery details, information on returns and terms and conditions.

Terms and conditions may help resolve problems in your favour should they arise. Not only should they be worded well, but they should be easily found – although not the focus of any page. That’s what great web design can offer you.

It allows you to consider user experience (UX)

A customer can land on your e-commerce site at any stage of the buying journey. They might have received a marketing email and been drawn in by a product offer or they might have stumbled across your site by accident.

Make sure you consider how your website looks on a mobile too. More and more shoppers are using their phones to make purchases – even high-value ones.

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Responsive vs. Adaptive Web Design

With technology at our fingertips nowadays it is extremely important to translate your website to be mobile friendly. With that being said, I will dive into the differences of and similarities between Responsive and Adaptive Design.

Responsive Design

Responsive Web Design responds to changes in the browser size by stacking different elements accordingly depending on the size of the browser. This is done by using what we call media queries, and can be set to respond or stack elements when those certain media queries are hit.

For example, if you pull up a responsive web site and change the size of the browser window you will see the content dynamically rearranging to fit within those pixel limitations. To help illustrate the differences I have put together a simple illustration.

Adaptive Web Design

Adaptive Web Design differs in that it is only designed for certain browser sizes, or has multiple fixed layout sizes. When the URL is loaded it will detect what available space there is depending on the screen size and will place a design to fit within those boundaries. For instance, if you open your site up on desktop it will find the appropriate size design to fit within that size. Resizing the browser has no impact on the design. See below diagram to help illustrate the difference.

Pros and Cons

When it comes to web design, there are both Pros and Cons to how you design it. Whether it is Responsive or Adaptive, we recommend taking a step back and look at your goals for the website. Is it to inform people, or sell a product? Every business is different and depending on your strategy this could lend an answer as to what fits best for your company.

Responsive Web Design

ProsCons
» Seamless Design, Good UX» Less control over design between screen sizes
» Multiple templates to use» Elements can move around
» Search Engine Optimization friendly» Seamless Design, Good UX
» Easier to implement and change. 

Adaptive Web Design

ProsCons
» Designers have more control over the UX for appropriate devices.» Takes longer to build
» On mobile, devices can sense the user’s environment.» Devices are constantly changing screen sizes, which could make or break your design.
» Advertising can be optimized based on user ta from smart devices.» Challenging for Search Engine Optimization because search engines have a difficult time appreciating the same content on multiple sites.

 When it comes to deciding which one to go with, we at Moderntek recommend a responsive web site to ensure the best experience no matter what device you are on. With technology advancing in such a rapid matter, we do not know what next device is going to come out. That device might be slightly between a tablet and smart phone size, and with adaptive web design it might not look the best on the new device. With responsive web design we can ensure that at every pixel level your site is looking great and responding to whatever browser size you are viewing it on.

Another reason why we recommend a responsive web site is purely on the fact that we don’t just build websites to be “pretty” but we optimize them so that they actually work correctly, and you are found when someone is searching for whatever you might be selling. SEO is very important nowadays, and the purpose of a website is that it’s a tool to help Grow Your Business Online.

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