Why investing in a (good) website matters
Come on. It’s 2022. There are fantastic web experiences out there, and you’re still wondering if you should get a website?
2017: Experiential, interactive platform designed for Paco Rabanne
to release the new Pure XS fragrance worldwide.
Welcome to 2022, where every brand has a website, and some of them are pretty good indeed. Let’s look at https://www.typology.com/ and https://www.craig-reynolds.com/ The second one is not so much a brand as a website selling skillsets.
There are around 400 million active websites worldwide. Your business needs to leverage creativity and aesthetics to differentiate it from the masses. Why? Because it’s a battlefield out there, and you need a better product to stay ahead. Wait, maybe not. What you need to do is sell it better than them.
Humans react to visual impressions; most of us process the world based on what we see. According to the Social Science Research Network, 65% of people are visual learners, highlighting the power of images. That means our content needs to be clear and communicate quickly who we are and what we offer. We must trigger the wish of potential consumers to engage with our brand.
There is no secret to creating a successful website. You need to build a platform that will connect your business to your audience. It may start from a creative spark and end up with a solid ﬁnal product. The goal? Directly impact future consumers and convert them into lovers of your product and enthusiastic fans of your brand.
« There is not a single business that I can think of that transitioned from the analogue world to the digital world, where the digital iteration is smaller than the analogue version. » A. Pompliano
Your website is as important as your store (if not more)
TALENT-R IS A PEOPLE-FOCUSED RECRUITMENT AGENCY BASED IN BARCELONA. I HELPED THEM TO BUILD THEIR DIGITAL PLATFORM. WE NEVER DISCUSSED HAVING A SHOPFRONT OR STORE; WE JUST NEEDED THE INTERNET.
Think about the fact that most people work eight hours a day, five days a week. That means that they probably won’t have time to visit your shopfront during the week. At the weekend, they want to spend their time with loved ones and friends and perhaps not with you, in your store.
But they can look at your website whenever they want. People love saving time, and websites enable that. You gain time while your website does the work, and customers liberate their time by visiting a website rather than a store.
Quoting Kasper Rorsted, CEO of Adidas: “Our single most important store in the world is our dot-com store, there is no comparison.”
Adidas made a pivotal strategic decision to partner with Reaktor to build their digital presence.
Adidas’ digital store is their fastest-growing sales channel, generating double-digit growth rates year over year. In early 2017, Adidas set an ambitious goal to quadruple their online sales from €1 billion to €4 billion by 2020.
An online presence saved many e-commerce businesses during the COVID-19 crisis. And they didn’t just survive; some tripled turnover or had even more significant gains. A website allows you to be in contact with people from almost everywhere. This is a considerable competitive advantage and a business must-have.
To conclude, your website is more important than your shopfront. You can offer an unlimited number of products because you aren’t constrained by retail space. Capital becomes easier to obtain because the potential upside of the business is greater thanks to a more proﬁtable model.
More occasions / website visits will trigger extra sales
THERE ARE MORE THAN 2 BILLIONS DIGITAL BUYERS WORLDWIDE
A little reminder of the french digital market :
89 % of French population is an internet user and 85,5% of them buy on the Internet. They make an average of 33 online purchases per year.
The average daily time spent using the internet on any device by each of those users is around 5H !
Still not convinced ?
That’s a number ! People like to shop online. Some of the reasons are: the gain of time, the free return policy and maybe the main one, prices are usually cheaper.
The maths are simple: the more people you can reach, the higher the chances of developing your business. A website allows you to reach an incredible numbers of people without doing anything if your work is done correctly upfront.
By investing in your website, you’re building your future. Why?
When I worked for buzzman, we created the easyGym homepage with a simple claim: « Sport makes life better, easyGym makes sport easier. » And then we built every part of the website to be disruptive to our competitors.. https://www.easygym.fr/
Not too long ago, customers had no choice but to visit stores. Every transaction or interaction happened in a physical location. We are witnessing a new digital business model which drastically increases potential sales reach.
Today we can buy food directly with our phone, watch a Netflix movie on our sofa, rent a car, and plan a holiday from the comfort of home. All you need is a phone or computer with internet access.
Almost everything happens online in some form. Welcome to the future present. It’s time for you to get a website. And I mean a good one.
FACEBOOK (META) IS CONTINUOUSLY INVESTING IN ITS WEBSITE, IMPROVING THE FUNCTIONALITY AND ENHANCING USER EXPERIENCE.
You’re building your future base by investing in your website. That is why you need to develop it carefully, to create something that will deliver the best user experience possible and enhance customer loyalty. That means your web presence has to communicate clearly and quickly who you are to motivate potential buyers to engage with your brand.
People take notice of great websites; they love them. A striking website triggers emotions in people, making it memorable. Remember the last time you walked into a shop and said to yourself: ‘Wow’? That feeling is the same with a website. It’s all about the experience you offer. The better the encounter, the more chances you’ll have to generate sales.
« Good working for the web is about creating communications in which people can ﬁnd what they need, understand what they ﬁnd, and act appropriately. » Ginny Redish
According to Tyton Media, 38% of people will stop engaging with a website if the content or layout is unattractive. Some 94% of people cited web design as the reason they mistrusted or rejected a website.
A good website will be your
LBC – A DIAPER WEBSITE
Other project I made when working for buzzman. We put together a website proposal that placed its users as the focal point, to truly understand the needs of parents. One of LBC’s most important pages, the subscription page, was unclear. So, I completely reworked it, adding information about nappy sizes and their relationto a baby’s weight. Delivery times and schedules were also confusing. We introduced a tool to calculate a customer’s daily usage that triggered a new delivery when it was needed.
One of the goals of your website is to represent your business. You could be sitting enjoying a coffee while working on business ideas. At the same time, your website gets on with doing the job for which it was created. It’s a sales machine, as well as an information source for visiting customers.
A physical worker in your shopfront needs to be skilled at sales, have in-depth product knowledge, and be a people person. Your website requires the same skillset, so your products are well presented and have the best chance to convert to a sale.
Your website should be treated as a long-term asset. It will require substantial work at the start, and the initial investment can be considerable. However, once it’s launched, it will last and won’t require much maintenance.
At the risk of going over old ground, ﬁrst impressions are critical. You don’t have many opportunities to impress a new visitor; they either like your website or don’t. It’s easy for them to understand what you offer or not. If they don’t like what they see, it’s not likely they’ll come back to see if you’ve improved.
It’s not only about the sales you lose; it’s about the future ones you could make. Word of mouth is a powerful sales tool. New customers will share their positive experiences with their friends. This will attract more people to your website and eventually trigger additional sales.
The competition is tough, so you have to be better than good. It’s not only about your growth, but it’s ﬁrst about the survival of your business. A business that can’t keep up with the competition is destined to die.
Design is not just what it looks like and feels like. Design is how it works.
—Steve Jobs, Co-Founder of Apple
Having extra costs is the number one reason for shopping basket abandonment.
Research found that 28% of shoppers failed to complete a purchase because they were asked to create an account.
Recent data showed that for 61% of shoppers, making products easy to ﬁnd through simple search and navigation was the most critical attribute of their online shopping experience.
Think about successful companies. What do they all have in common? They didn’t need to create a new market. But they managed to become the ﬁrst in people’s minds when they thought about a particular product. They achieved this by creating a unique visual language full of personality, something that people love.
It’s not only about making things look better — it’s about making things work better. We are here to bring value. The aesthetics aren’t important if a product is not functional or is missing key features.
You need the right balance between value and aesthetics. It’s imperative to understand that sometimes aesthetics bring value as well.
The previous Steve Jobs quote brings in a crucial point: design is not only how it feels, but it’s also about how it works, and it’s about the user experience. How can I create better products for my audience? What can I do to make it easier for everyone, even someone who has never been online before?
A designer knows how to add clear value while answering those questions. It’s about bringing emotions and creating a best-in-class user experience to help your brand communicate messages clearly.
How to create better products? It’s critical to challenge the status-quo of existing ones and always seek a way to make the user experience easier. Do not accept things as they are. Challenge the default position. Make things easier. Create better products.
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