You’ve got a hot product and you’re ready to unleash it to the rest of the world. The question is, how are you going to show it off?
It’s a fact that humans are extremely visual. Take this stat from Hubspot for example – 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text.
Furthermore, in Neuro Web Design, Susan M. Weinshenk talks about the powerful effect pictures have on humans. She states that “the visual part of the brain takes up half of our brain processing power. An enormous amount of the new brain is devoted to processing visual images. So it shouldn’t be a surprise that we remember things we have seen visually better than anything else.” This is called pictorial superiority effect.
The way you lay out and present your website matters a great deal. Since we are so visually inclined, you need to make sure you’re giving your audience a unique experience or you will not be remembered, nor will they be enticed to buy your product.
Persuasive Web Design
There are a few ways to make sure your website stands out and persuades your audience to buy your product. The sites featured in this list have all, or at least a few, of the following persuasive appeals:
Design
Your eCommerce web design is extremely important. The homepage is, in most cases, the very first thing your audience will see so it has to be eye catching. Through studies we’ve seen that people are drawn to human faces and so many eCommerce stores have been featuring large photos of humans to showcase their product.
Video and large photos as extremely persuasive. Adding them to your homepage is a good idea as this can draw an immediate emotional reaction from a visitor and keep them engaged on your website.
Visual Heirarchy
What do you want people to see or do first when they come to your site? Do you want them to look at a certain sweater? Is there a promotion you want them to know about? Do you have a story to tell?
Whatever it is you want people to look at, make sure it is at the top of the visual hierarchy. Meaning it should be the first thing people see and nothing else should be competing for attention.
Your Story
A visitor to your site should immediately know who you are and what your company is about. How is this done? Good branding and content.
In fact, your story is what differentiates you from giant “everything stores” like Amazon. An interesting story weaved into your site and products will create an emotional connection with customers that Amazon can’t replicate.
The Websites
V76
The homepage is really unique, having both a slider on the left hand side and a scroll on the right. They use storytelling to connect with their ideal customer. The subdued colours with pops of orange and wood makes the design feel classy, modern and masculine.
Ateliers Tersi
A French site that specializes in unique shoe designs. The design is minimal and allows the shoes to take centre stage. There is also no colour used so the shoes stand out really well and are clearly at the top of the visual hierarchy.
Vagabond
Vagabond is a store that sells predominately shoes. Everything about the site feels really “cool.” The site is very minimal which allows the shoes and pictures to stand out. Instead of blocks of text, they use great photos to sell their product.
Alfredo Gonzales
Alfredo Gonzales sells really funky clothes and accessories. Their products have bright colours and crazy patterns. The website matches their brand perfectly. Pops of colour, hand drawn icons and unique photography all make this site unique and memorable.
Born Shoes
On their website Born Shoes says this “Every Børn collection begins with a vision – an artful interpretation of nature expressed in beautiful, organic designs.” Their site photography matches this perfectly. The different fonts complement each other and the mix of browns and creme are the perfect compliment to the earthy photography.
P&Co
P&Co is a British menswear fashion brand. Their brand is extremely strong throughout the website. There are no bright colours or crazy font choices and this allows the large, gritty photography to grab your attention. P&Co describe their style as “rock and roll, yet classic” which is the best way to describe this unique website.
Ma Ze Dahr
Ma Ze Dahr is an online bakery selling scrumptious treats. The well arranged photography of the baked goods make you want to reach into your screen and grab a piece of cake, it’s that good. Their story of how Ma Ze Dahr began is told really well throughout the site.
Kutikai
A childrens furniture company that uses large photos to showcase their furniture and grab your attention. The smiling faces of the adorable kids would melt any parent’s heart.
Studies have shown that, of all human images, the image of a baby is the most persuasive one. That doesn’t mean you should go throwing up baby pictures all over your site, unless they are relevant.
AARK
A watch company whose designs are unique and minimal. Their website also uses a minimal approach to allow their watches to really stand out.
Boosted Boards
Boosted Boards is a skateboard company with a twist. They only have one skateboard and it’s powered so you never have to push with your feet, just ride. Large photos, pops of orange over black, and video on the homepage make this a visually appealing and engaging site.
Garrett Leight
Garrett Leight knows that when you show a human face, your audience will naturally want to see what the face on the screen is looking at. They do this on the homepage of their site. They also use pops of orange to put emphasis on elements they want to stand out.
Patagonia
One of my favourite sites for so many reasons. Amazing landscape photography, large product photos, helpful product videos, and their storytelling skills all come together to create one fantastic shopping experience.
Corum
Corum is an eCommerce store that sells watches. The close ups of the watches are exceptional. The intricate detail of the watches are able to stand out because there is nothing competing for their attention. The site feels elegant and classy.
Falve
An elegant menswear line that is all hand made. There is not a lot going on here and that is definitely a good thing. The details in the clothing stand out. Almost all photos are white which makes everything feel very clean.
Raen
Raen is a classics-driven boutique eyewear eCommerce shop. Their website is super minimal and uses no colour. The only colour comes from the frames of the glasses, which really makes their product stand out.
Poler
Poler is a store that sells just about anything for the outdoors adventurer. Their storytelling, wanderlust photography and sharp product images make this a visually appealing site.
Folks Verona
As soon as you land on their website you are struck with a video of a beautiful beach and crashing waves. The product photography and filter they use have a very laid back feel, which is on point with their brand.
Selfridges
Selfridges is a large English department store that recently launched their new eCommerce site. They’ve done some really neat things throughout the site. The homepage uses great visual hierarchy. As you scroll, a new slide pops up focusing on one feature at a time.
Are You Inspired?
Take inspiration from these websites and give yours a facelift. A highly persuasive site with great design will convert more visitors to customers.
Start by looking at your site with a critical eye. Better yet, get someone unbiased to give you an honest review of your site. Then, start testing out some new designs. Don’t hesitate to hire a professional web designer, because the investment will pay itself back over and over again in higher sales.
LemonStand makes it a breeze to customize your design
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