Starting an Online Business All-in-One For Dummies®, 3rd Edition

Beyond Window Shopping: Designs that Lure Traffic

A good site design makes attracting buyers to your site much easier. Not only do the aesthetics of your site matter, but you also need functionality. These elements can keep your site's traffic flowing (and, you hope, convert that traffic to sales!):

• General appearance: Research indicates that shoppers are more likely to purchase from a site that has a professional and trustworthy appearance. Although nothing's wrong with fun and wacky (if it fits your product), just make sure that you also show that you're responsible. For example, clearly display your terms of agreement, return policies, and contact information, and make sure that you have a reliable shopping cart program.
• Uncluttered appearance: Resist the urge to pack your site's pages full of information, promotions, and product choices. When a site has too much going on, a customer becomes overwhelmed. Rather than buy, the customer flees.
• Simplicity: Keep both the graphical design of your site and the information you provide simple. The phrase “less is more” is one to take to heart when selling online.
• Good navigation: A sure way to convert visitors to buyers is with your site's ease of navigation. Shoppers should be able to move from one place to another on your site relatively easily. And your navigation system should be fairly intuitive so that a customer clearly understands how your site is structured.
• Special landing pages: A unique landing page attracts buyers and increases ...