Building a good website is essential for doing business, and in so many different ways. You not only have to be able to attract visitors to your site, but keep them there long enough that they’re interested in having a look around. And even then, your work isn’t done. You have to ensure all aspects of your site are so good, hits convert to sales. But what does it mean to have a good site? RepricerExpress has the answers, so keep reading to learn more.
Know Who Your Target Audience Is
When you design your website, almost nothing is more important than understanding exactly who your market is. If you’re selling snowboard gear, then designing your site like the Bank of America is a terrible idea. The two have nothing in common thematically, aesthetically and narratively, and you’ll be losing you audience faster than you can shake a stick at.
But take the time to really know who your buyers are, and we don’t just mean nodding and saying you do. We mean for you to visit your competitors’ sites, tool around there extensively, and see what they do. And go for a mix of sizes, too — visit small companies and large companies, and see what the unifying threads are.
Get Your Colours in Order
Colours are a magical thing, and we don’t mean that in an airy-fairy or smarmy sort of way. When you get the right colour combination going, you can inspire just about any mood, atmosphere or feeling you want, and that’s a pretty powerful tool when it comes to site design.
Let’s take Google as an example. Their logo is about as basic as you can get, and there are only four colours present: red (2), yellow (1), blue (2) and green (1) — the numbers in parentheses represent how many times each colour appears. What’s really striking about Google is two-fold:
- Their use of primary colours indicates how simple and basic their site is to use, as nothing in the colour palette is more elemental than those three primary colours.
- Google also added green, once, which is the result of combining blue and yellow. But they also added green to show that they break away from the crowd just a little bit.
Some of the most genius things are also the simplest ones, and Google is a prime (pardon the pun) example of it.
Tweaking Things with Brightness and Saturation
When talking about brightness, or value, in terms of colours, we’re talking about the lightness or darkness of a colour. You see this all the time with Instagram, where a certain filter will remove most of the brightness of a colour and leave it in grey scale.
Saturation, on the other hand, is how concentrated a hue or pigment is. To put it really roughly, let’s say candy apple red is a full 10 out of 10 in terms of saturation, while a red rose might have something like 6 points of saturation (we’re just making up our own scale for the purpose of this example).
And then, to tie everything up neatly, colour is the combination of brightness and saturation, or what’s left after you’ve played around with those two factors.
Why is this important? Because it directly relates to how warm or cool your page is. If your website deals with products that need a warm mood, like fireplaces or Christmas decorations, then you’re better off adjusting the brightness and saturation up, or more intensely. But if you’re selling products like electronics or exercise gear, then you’re going to want to desaturate your colours or reduce the intensity (brightness) of them. You’re already showing your customers you’ve got an “active” line of merchandise, and that tends to go better with a cooler feel.
While it’s integral — more than integral — to maintain a good site design (and this is something we’ll be exploring in future posts and branching off in different areas), you’ve also got to make sure the innards are taken care of, too. It’s no good having a slick design if your buyers scratch the surface and realise there’s not much there to back it up. One of the things you can do is implement a solid repricing strategy so that when your shoppers get to the stage of seriously considering making a purchase, they’ll be met with the deal-making clincher: the best, fairest prices on the market. To help get you started, we’ve got a 15-day free trial so you can start scaling the heights to super-stardom.
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