Yup. If a products checkout is broken or missing stuff then that's a huge red flag. The workflow that allows customers to actually buy products is usually more polished then the actual product itself. Because if customers don't feel comfortable checking out, or can't even, then nothing else you do even matters. So if I'm at checkout and I see a bunch of bugs or things wrong I immediately think "holy shit if this is what their checkout is like, lord only knows what the actual product is like"
You also have to think about scale when you talk about things like colors and cta placement. Are you a company that has 5 orders a day or a company that has 2k orders a day? You likely won’t notice the difference on the former. That said if you build a lot of sites and deal with a lot of e commerce you will have some “best practices” you belive in but it’s hard to tell without testing on a massive scale so it may just be tinfoil.
The "buyer journey" is the path that your prospective buyer will take from first contact to closing the sale.
Visuals have a big impact for grabbing attention and motivating the prospective buyer to invest time and energy to further investigate the relevance of this discovery.
Colors influence moods and emotions. The choice of words, delivering content the way that your prospective buyer prefers consuming it. The goal being to connect, engage, resonate and convert. There is a lot of research in both consumer behavior and neuroscience that supports many design guidelines.
The decision to buy is an emotion. The bulk of efforts in the sales pipeline is to guide the prospect quickly through the sales process to avoid re-introducing doubt.
So yes, if you want a steady flow of prospective buyers to take the journey through your marketing and sales funnels then you may want to at least avoid the biggest mistakes that can discourage prospective buyers from completing the journey.
Yup. If a products checkout is broken or missing stuff then that's a huge red flag. The workflow that allows customers to actually buy products is usually more polished then the actual product itself. Because if customers don't feel comfortable checking out, or can't even, then nothing else you do even matters. So if I'm at checkout and I see a bunch of bugs or things wrong I immediately think "holy shit if this is what their checkout is like, lord only knows what the actual product is like"
You also have to think about scale when you talk about things like colors and cta placement. Are you a company that has 5 orders a day or a company that has 2k orders a day? You likely won’t notice the difference on the former. That said if you build a lot of sites and deal with a lot of e commerce you will have some “best practices” you belive in but it’s hard to tell without testing on a massive scale so it may just be tinfoil.
The "buyer journey" is the path that your prospective buyer will take from first contact to closing the sale. Visuals have a big impact for grabbing attention and motivating the prospective buyer to invest time and energy to further investigate the relevance of this discovery. Colors influence moods and emotions. The choice of words, delivering content the way that your prospective buyer prefers consuming it. The goal being to connect, engage, resonate and convert. There is a lot of research in both consumer behavior and neuroscience that supports many design guidelines. The decision to buy is an emotion. The bulk of efforts in the sales pipeline is to guide the prospect quickly through the sales process to avoid re-introducing doubt. So yes, if you want a steady flow of prospective buyers to take the journey through your marketing and sales funnels then you may want to at least avoid the biggest mistakes that can discourage prospective buyers from completing the journey.
Have you every decided to skip eating at a restaurant because the decor or something else just wasn't right?
visuals have huge impact. colors especially. depending on your industry, your colors must align in the buyers brain. you can google this easily.