Pure Content, No Confusion!

Visitors are interacting with your site when they are shopping. The Internet gives you total control over what your prospective customer sees. Their shopping experience needs to be positive or you lose the sale. According to a 2002 survey by the Stanford Credibility Project, 46% of respondents said that design plays a role in a websites creditability. Even a reputable brand with a poorly designed website would cause people to leave.

Just like in a crowded store, where you can't find the section you are looking for, a crowded/cluttered website confuses a prospective buyer. Have the website set up with simple graphics and navigation. What you need to do is remove all the obstacles from the selling process. To increase the click-thru rate, your site must offer instant gratification in terms of comprehension and clarity. Remember, customers are entering your site at different points, so it is important that your brand message is clear on every page of your website.

Try to have a consistent look on the site that matches your offline branding. Keep the same colors on your website so that they match your offline marketing materials.