As we understand, the primary task of the selling site is to make sales, so every visible element of the site should dispose the potential customer to buy. And since the design – this is the first thing that draws the attention of the user, the design of sales pages is given a special role.

A significant percentage of successful sales provide not the quality of the product itself, but how this product will be presented. In a store where the goods are laid out on well-lit showcases, in accordance with the rules of merchandising, we are more pleasant to make a purchase than at the fence, right?

In both cases, the quality of the goods may be the same, but psychologically we feel more comfortable buying goods in an environment specially designed for shopping. A store will inspire more trust than a dubious fence.

When making a purchase on the Internet is the same principle: where there is a really selling design site, users are more willing to make purchases than in online stores that do not look like a store.

Tips for creating a selling web design

Tip 1: Originality and versatility
At first glance, this task is somewhat generalized, but in fact, is quite specific. It is to learn how to combine corporate identity and versatility, because the online store implies a wide target audience.

Unique corporate identity is needed to design a selling site was not just stylish, but memorable and recognizable. It should be taken into account that potential customers may be people of different ages, tastes, beliefs.
Therefore, when developing a corporate identity online store should always remember the tact in the classical, ancient sense of the word – in other words, do not forget about the sense of proportion.

Fashion is changeable, but the classics do not go out of fashion. It will always and for everyone will be relevant. And web design in this regard is no exception: if you resort to the use of simple geometric shapes of site elements, to calm, muted tones and at the same time do not overload the design of excessive information, you can get a really selling website design.

The user should not distract from the purchase. There should not be too intrusive advertising or animation. In most cases, it is better to refrain from sound.

Tip 2. AIDA
Let’s assume that you have already developed a concept of selling website design and based on the examples presented on other successful online stores, ready to create your own unique web design. Of course, the uniqueness of web design is a huge plus, but experienced marketers offer a kind of formula, the efficiency of which has been tested on millions of customers.

One such marketing formula is called AIDA, which stands for Attention, Interest, Desire, Action and translates as Attention, Interest, Desire, Action.

It is a possible sequence of events that occur when a consumer interacts with the content of an online store. AIDA is applicable to the entire site as a whole, as well as to its individual pages. In fact, this is the basis for selling web design.

Tip 3. Color scheme
The design of sales pages should never be obtrusive and eye-catching, but at the same time it should be sufficiently expressive and emotional in order to encourage the visitor to make a purchase. How to achieve this result?

First of all, do not forget about the main purpose of the online store – sales. Without goods, this site will lose its purpose. Therefore, take care that the design does not distract the attention of buyers from the products. It is best to put in the foreground is the product, not the design.

As for the color scheme itself, if you want to create a really high-quality, unobtrusive and stylish web design, do not use more than three shades of colors. The palette will become much richer after filling the site with photos of products and advertising banners.

It is best not to use bright poisonous shades: they are excessive “pressure” on the eyes, so hardly anyone will want to stay on such a site for a long time.

Resort to the use of calm, translucent shades of blue, green, orange colors. Many sites use as a background white color, and change it in the plans of designers is not yet included. Such shades of colors are found in nature, and we are so used to them that we almost do not notice.

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For example, an architect’s website may have a portfolio of successful projects. The user will decide for himself whether he needs this section or not. The visual context from the beginning (images, colors, indents) will give the user an understanding of the architect’s design knowledge, construction experience, and administrative expertise.

Let’s look at another example with an aerospace company. A bold picture of an airplane and machinery immediately gives an understanding of this company’s position in the aerospace industry. The user does not even need to read the text on the banner.

Imagine what this landing page would look like without an image of an airplane. More vague and more complex. Merc Aerospace offers a wide range of engineering solutions in various sectors. The main focus is the aviation industry. All of these are suitably presented through images.

How do you create visual context?

Creating visual context depends on understanding your users, the perspective of users shifting with age, gender and ethnicity. For example, images with the color white can evoke happiness in some people and sadness in others. Therefore, to create the perfect visual context on your business website, you need to assess the understanding of your audience, what your users can help you with.

A few valuable ingredients in creating visual context:

• images with the type of business;
• infographics that gather the main text in a readable way;
• arrows, lines, patterns, highlighting numbers and showing direction;
• a selection of words and phrases that enrich the visual context;
• stories told through creative graphics;
• eye-catching icons that help with menus.

How important is visual context?
Let’s look at a few reasons why visual context is important:

First Impression
We said above that users need fractions of a second to form an opinion about your site. A more complete opinion is formed in the next few seconds. Brand, images and icons should create a good first impression in a short period of time. To make users stay on the site longer, make sure the visual context gives an informative picture of what your site is about and what it is for.

It helps with the delivery of information
The visual component of a website is “sensually” more appealing than textual content. A user is more likely to pay attention to a few more images that confirm the overall context, rather than phrases and paragraphs of text. No matter how well you convey the story, the first emotional response from the user is heavily influenced by images, which helps in conveying information.

Users are much better at understanding visual context
Visual context brings the story to life, it helps the user understand your business and your operations. He or she will understand the basic idea of your business from the context and start looking for options, products and services.

If you’re chasing an innovative interface that defies convention, visual context can help bridge the gap between users and your product.

Emotional connection matters
Visual context evokes emotions in your target audience. Let’s break down the example of Lend With Care, a microfinance organization. Count the number of faces on the homepage. This instantly conveys context and connects the user. Warm and soft colors make the site more appealing, smiles convey positivity and a sense of community.

Visual context helps users, especially those who are on your website for the first time. It interprets characteristics and values from the site. As a designer, you can use all of the above to create important context (images, colors, visual data, infographics, videos, animations, icons, directions, and other visual tools).

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A good designer, before starting to create a website design, analyzes the topic of the project, studies the target audience, its habits, interests. Based on this, the designer thinks through the colors for the site, the location of blocks on the page, places accents.

Web design today – it is not just the appearance of the site, but how convenient to use the site, how clear it is to the target audience, how quickly a visitor to the resource reaches the goal with which he came here.

Accordingly, and web designer is not just someone who creates the appearance of the site. Web designer is someone who designs and creates a clear and usable design based on analyzing data about the target audience.

What a web designer does

Web designer creates layouts of any sites: business cards, lendings, online stores, corporate resources and so on. In addition, he can create icons and other images for web use, logos and corporate identity of the company, can create advertising banners, templates for emails and so on.

The workflow of a designer is as follows.

Initially, the designer receives the TOR (Terms of Reference for the development of the site) from the customer. The TOR indicates what kind of site should be created: for what and how it is planned to use it, what task should solve the resource, who will be its main visitors, with what purpose they will go, what content should be placed on the site. If any information to create a design is not enough, the designer asks questions to the customer or independently conducts the necessary research. At this stage it may be useful to study the sites of competitors, as well as other resources in this or related topics.

Further, after collecting the necessary information and data, the designer or by hand on paper, or in special programs makes prototypes of the future site. Prototypes of the site – schematic, without design, the location of information and blocks on the site. As a rule, make several prototypes and choose one, the most suitable.

After agreeing on the prototype proceed directly to the drawing of the design itself. Determine the colors that will be used, fonts, the appearance of blocks, background images and so on. That is here at the output is a ready-made layout of the site.

The resulting layout is coordinated and passed either to the customer or the layout designer for further layout and programming.

Depending on the specifics of the designer, the workflow may vary slightly, but, in general, the basis remains the same.

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