Why invest in a (good) website
Come on, we are in 2021. There are amazing web experiences out there and you’re still wondering if you should get a website ?
Come on, we are in 2021. There are amazing
web experiences out there and you’re still
wondering if you should get a website ?
Welcome in 2021, where every brand has a website, and some of them have a pretty good one. Let’s take a look at : https://www.typology.com/ or https://www.craig-reynolds.com/ (The second one is not really a brand but the website sells the creator’s skills).
In a world with around 400 million of active websites, you need to leverage creativity and aesthetic to differentiate your business from the mass.
Why ?! Because it’s a war, you need to have a better product than your competitors to be in front/ahead. Wait, maybe not ! But at least you need to sell it better than them 😉
Humans react to visual impression, most of us process based on what we see things. This is the power of images. According to the Social Science Research Network, 65% of people are visual learners. That means our content needs to be clear and communicate quickly (who we are, what we sell/offer). We must trigger desire from potential consumers for them to engage with our brand.
There is no secret. If you’re looking to create a website, you need to build a platform that will connect your business to your audience. Starting from a creative idea, to end up with a solid final product. The goal is to have a direct impact on your future consumers in order to convert them into active fans of your brand / into product lovers.
« There is not a single business that I can think of that transitioned from the analog world to the digital world, where the digital iteration is smaller than the analog version. » A. Pompliano
Your website is as important as your store
(if not more)
Talent-r is a human-centered recruitment agency based in Barcelona I helped THEM to build their DIGITAL platform. We never discussed about having a store, it’s all happening on internet today.
Let’s think about the fact that people work 5 days a week, 8 hours a day (minimum !). This means that they can’t come to your store-front during this time. They don’t have time to exchange directly with you and during the week end they want to spend time with their family, their friends, partner, et cetera.
But they’ll clearly be able to check your website during their free time. We all have 24-hours days and every minute I can save, I’m happy with. A website is a gain of time, you are saving your time through your website, and you’re saving the time of the people who are visiting it.
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 rebuild their digital presence.
Adidas’ digital store is their fastest-growing sales channel, generating double-digit growth rates year over year. Early 2017, Adidas set an ambitious goal to quadruple their online sales from €1 billion to €4 billion by 2020.
Lots of e-commerce were saved by the nature of their business during the Covid-19 crisis. Not only they were saved but they increased their turn-over by 3 or more in some instances. A website allows you to be in contact with people from almost everywhere. This is a considerable competitive advantage that you must have for your business.
To conclude, your website is more important than your store. You could offer an unlimited number of products because you aren’t constrained by retail space. The capital becomes easier to obtain because the potential upside of the business is greater thanks to a more profitable model.
More occasions will trigger more sales
There are more than 2 billions
digital buyers worldwide.
A little reminder of the French digital market :
89 % of the 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 5 hours !
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 number of people without doing anything if your work is done correctly upfront.
By investing in your website, you’re building your future. Why?
EASYGYM homepage we created
with a simple claim:
« Sport makes life better, Easygym makes sport easier »
Every part of our website was built to be disruptive VS what our competitors do. https://www.easygym.fr/
Not too long ago, customers had no choice but to visit physical stores. Every transaction or interaction was happening in a physical location. We are witnessing a new business model where the digital increases drastically the potential.
Today we can buy food directly from our phone, watch a movie on Netflix from our couch, rent a car thanks to Google, plan our holidays from the confort of our homes. All you need is a phone or a computer. Everything happens online. Welcome to the future present. It’s time for you to get a website, I mean a good one.
Facebook is continuously
investing in its website, looking to improve every functionality to enhance
its usability.
By investing in your website you’re building the base for your future. That is why you need to develop it carefully, to create something that will deliver the best user-experience possible. You will enhance customer loyalty. That means your web presence has to clearly and quickly communicate who you are, in order to motivate potential buyers to engage with your brand.
Your audience will notice a great website and that’s something people love. It’s something that triggers emotions, it’s the difference that makes you memorable. Remember the last time you entered a nice shop, the feeling you had. It will be the same here. It’s all about the experience you offer. The better the experience, the more you have chance 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/layout is unattractive, 94% of people cited web design as the reason they mistrusted or rejected a website.
A GOOD WEBSITE WILL BE YOUR BEST EMPLOYEE
LBC : a diaper website
A website proposal we made for LittleBigChange, they already were our clients but not on the digital side. We redesigned all the website and proposed them a real human-centered approach that truly understandS parents’ needs.
I totally reworked the subscription page which was one of the most important one but wasn’t clear. By adding informations with the size ( 1 -2 -3-4-5-6 ) together with the weight who is supposed to fit with.
The interval between each delivery wasn’t clear so we decided to bring a new perspective by calculating the daily usage of each customers that will then trigger the next delivery accordingly.
At the end, even if the budget was not fully allocated to bring the new design just created, all the UX were implemented and applied.
One of the goals of your website is to represent your business instead of you. Even if you’re sitting enjoying a coffee while working on enhancing your business, your website will do the job we created it for. It’s a sales machine, as it will inform all the visiting customers on your products.
To do the same job in your store, you will want someone good, who knows how to present, someone who triggers sales. This is nothing different for your website, you need the best possible to transform every visit into a sale/deal.
It needs to be seen as a long term asset. It will require substantial work at the start and the investment can be consequent. However, once it’s launched, it will remain over time and won’t require much maintenance.
Like we said before, the first impression is extremely important. You don’t have many opportunities with a customer that comes: he either likes it or not. It’s easy for them to understand what you offer (or don’t). If « not », they will rarely come back to see if you made some changes.
It’s not only about the sales you lose, it’s about the ones you make. The new consumer will share their positive experiences with their friends about the last product they bought, and this will attract more people to your website and eventually trigger additional sales.
The competition is hard so you have to be 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 doomed 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 cart abandonment.
Studies show that 28% of shoppers have failed to complete a purchase because they were asked to create an account.
Recent data found that making products easy to find through simple search and navigation was the most important attribute of the online shopping experience for 61% of shoppers.
Think about the companies that are really successful, what do they all have in common ? They didn’t need to create a new market. But they managed to become the first in the mind of people, by creating a unique visual language that people love because it’s are full of personality.
It’s not only about making things look better, it’s about making things work better. We are here to bring value. The aesthetic doesn’t have importance if a product is not functional or is missing key features.
You need the right balance between value and aesthetics. It’s very important to understand that sometimes aesthetics bring value as well.
The previous quote of Steve Jobs brings a very important point: design is not only how it feels, it’s about how it works, 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 never tried before. Designers study for that, and have knowledge that brings them a clear value. It’s about bringing emotions, creating a best-in-class user experience that will help your brand communicate a clear message.