Web Design: 7 Factors That Influence Sales and Conversion

Effective web design is the design that makes sales and influences conversions. Nothing else matters because the purpose of your website is to sell your brand, its products, and its services.

With 1.8 billion websites in the world today, you have the challenge to overcome the competition and nail those customers. A specialist web designer will be able to support you in this endeavor.

So, what does it take to design a website that increases your business’s revenue?

1. Use an Accessible Theme

Accessibility is a web design aspect people often overlook. Modern design elements must be integrated into your online store, but they must be plugged in to allow everyone to use your content and your website’s features.

According to the CDC, 26% of the American population suffers from some form of physical or mental disability. Any type of disability could make it more difficult to use a website if your theme is not accessible enough.

Providing an option to increase font sizes, take advantage of audio readers, or prepare a simplified version of your website can help this massive segment of the population connect with your brand.

2. Optimize Load Speeds on Your Website

Your business is only as strong as your website. Unfortunately, this is the storefront of the modern era. Inept design and slow loading speeds will only encourage people to go elsewhere.

Stanford released a study revealing that 75% of web users judge a business’s credibility based on how its website looks. Every second that passes while your website loads will lose you more and more customers.

People are impatient and have no time to wait for a page to load. Eliminate file-heavy files and compress everything you do have. Your website should load practically instantly in today’s ultra-competitive business landscape.

You can check your own load speeds using your devices.

3. Follow the Eye Trail

Eye trail within a web design context is how you lead someone from landing on a page to what you want them to do.

For example, if you are designing a product page, the eye trail should end on the “Buy Now” button. Through intelligent use of color, photos, video, and engaging copy, a good designer can force the eye to move to the critical aspects of your page.

Every page has an eye trail, so establish the stated goal of each page and form an eye trail with the express purpose of accomplishing that goal.

Talk to your website design specialist about the importance of the eye trail and the ideas they have on how to form that trail.

4. Stop People from Getting Lost

Getting lost on a website is easier said than done. Think of how often you have wanted to find something you knew was present on a website only to get lost in a maze of menus and anchor links.

Not everyone is tech-savvy. Map out the customer’s journey from landing on your most popular pages to purchasing a product or getting in touch with you. How easy or difficult is it?

One clever tactic is to ask someone who is decidedly not tech savvy to try to perform various functions on your website. Play to the lowest common denominator in design because everyone’s money is equally valuable.

If your less tech-savvy market cannot efficiently perform a function on your website, you need to simplify the design.

Remember the old adage KISS: Keep It Simple Stupid. It applies as much to web design as any other part of your business.

5. Go Beyond the Landing Page

Businesses may ask their designer to create them a landing page they can use for their flagship product. This is all well and good, but did you stop to consider how people are likely to reach this landing page in the first place?

It’s an important question because the design is part of the story. If your landing page is jarring or jerks them out of their journey, how will you keep them immersed in the experience you created?

Your landing page is essential, but it is far from the world’s end. Consider your customer’s journey within the big picture context, rather than just when they cross into your web domain.

6. What are Your Competitors Doing?

You should always have the competition in mind. However, think not just about your immediate competitors but about the captains within your industry.

If you are an eCommerce brand, look at what giants like Amazon are doing. What is unique about their design? How is their design conducive to encouraging people to make impulse purchases whenever they visit the website?

Getting inspiration for web design can empower you to come up with incredible ideas that beat out the competition.

7. Improve and Maintain Web Responsiveness

Web responsiveness is the ability of your website and its features to continue functioning when tried on a mobile device, such as a smartphone or tablet. As the gap between desktop and mobile users widens, having a responsive website has never been more critical.

Mobile users shop on their devices, so making your site accessible on the small screen is a no-brainer in the 2020s.

Additionally, not having a responsive web design harms you within Google’s algorithms, so you are already ranking lower than you should. Remember, if you’re not hitting the first page for your primary keywords, you miss out on 90% of potential traffic.

Many premade themes already have built-in responsiveness, so you don’t need to worry about asking your web designer to implement it manually.


Building a website that sells is about knowing your customers and a significant amount of trial and error. Consider current trends and the things that hook you to buy before you get started. Then, collaborate with a web designer with a proven track record in your line of work.

Taking the time to hire a designer – and being willing to spend a little more – will pay dividends in the final result. Web design is not the part of your business to scrimp on.

In your opinion, what is the key part of web design in driving sales/conversions?

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan