Website design choices can be crucial

Posted in on 8 November 2005

What makes a website work? How do I increase sales through my website? These are questions that all business website owners are interested in.

There’s an interesting article on A List Apart about website design choices and how they can affect sales. In the website example that was given, some relatively simple text changes improved sales, whilst a design change that was intended to improve information display on the page actually resulted in a 53% decrease in sales!

I must admit, it wasn’t the result I was expecting. On further study, one key element that changed between the three versions was the customer testimonials section. The worst performing website had these in a less prominent position at the bottom of the page. One thing that often persuades people to buy is other satisfied customers and relegating this element to a less visible position may be crucial.

I think this also shows the importance of the words that are used on any website. It’s an area that is often overlooked in favour of “some nice pictures and colours”. Hmmm. Food for thought perhaps.

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