Your Guide to Facebook Analytics

On the surface, Facebook Analytics looks like any other analytics tool.

All of the pretty graphs and charts have that familiar analytics-y feel, plus Facebook’s descriptions would fit perfectly with any analytics provider. There’s jargon about “data-driven strategy,” “discovering the insights that help you reach your business goals,” and getting “a deeper understanding of where and how people interact with your business.”

But even if it sometimes appears like a clone of its analytics peers, Facebook Analytics and the Facebook Analytics app are indeed unique in the analytics ecosystem.

This post will hit on the key aspects of Facebook Analytics:

  • How it’s better (and not better) than other analytics tools
  • What’s up with the new Facebook Analytics app
  • What these tools looks like in action
  • How they fit into the larger Facebook marketing ecosystem

What is Facebook Analytics?

Facebook Analytics measures lots of the same fun data that other analytics platforms do – page views, peak traffic times, visitor demographics, and more. That said, Facebook Analytics distinguishes itself by offering a clearer picture of how your Facebook ads and Facebook page impact your business.

Facebook Analytics can be found alongside these other Facebook goodies:

Facebook Analytics is available to anyone who has a Facebook Business Manager account, and whose website has the Facebook Pixel installed.

That’s a lot of jargon. Let’s try again with pictures.

Facebook Business Manager is the platform where you’ll run your Facebook and Instagram ad campaigns.

It’s also where you create your target groups…

And upload photos and create copy for ads…

Okay, so that’s Business Manager, where Facebook Analytics lives.

Meanwhile, it’s the Facebook Pixel that collects data from your website and gets it into analytics. This pixel is essentially a snippet of code that Facebook uses to sync activity on your website with your different Facebook touchpoints – your ads, your page, your lookalike audiences, etc.

Within your Business Manager account, you can find your Facebook Pixel ID here:

If you use Shopify, you can ensure that you are collecting Facebook data by simply pasting your pixel ID into the “Facebook Pixel ID” section in Online Store Preferences.

What Does Facebook Analytics Do?

In some ways, Facebook Analytics isn’t so different from Google Analytics, which is the industry leader in free analytics solutions.

Here, for example, is what it looks like when you log in:

You see “New Users” and “Median Session Length” and “Top Landing Pages” and “Traffic Sources” and lots of other stuff that you’d expect to see in Google Analytics.

Facebook can also show you which operating systems your visitors use, what language they speak, and other data point that get entrepreneurs excited.

Over in the Facebook Analytics App, you’re invited to customize the data you see the first time you log in:

Within a couple minutes, that blank screen can be transformed into this:

In short, Facebook’s analytics tools will feel familiar to anyone who has poked around in any other analytics tool. The interface is far from breathtaking, but all in all it’s pretty simple to get around and unearth details about your visitors and customers.

How Is It Different Than Google?

As we’ve seen, the Facebook Analytics isn’t some new species of analytics. Plus, uh, Google Analytics has an app, too.

So why should we care about Facebook and its analytics app?

Well,  it definitely does some stuff that other tools don’t.

First and foremost: It has seamless integrations with the Facebook channels that you use to promote your website and products.

And in this case, “seamless integrations” isn’t just marketing speak. It’s the honest truth.

When you capture data about your Facebook campaigns with Google Analytics, there are two very distinct systems interacting. Facebook on the one hand, Google on the other.

Sure, it’s possible to record Facebook data with non-Facebook tools. With Google, for instance, you can enlist the “Campaign Builder” to insert additional information into your URL.

So when we push this post on Facebook, we could use Campaign Builder to do something like this:

This additional info will tell Google Analytics where to attribute user behavior from people who come via that Facebook link. As a result, you’ll know which Facebook campaigns led to the most page views, purchases, etc.

Pretty cool. But compared to Facebook Analytics, this isn’t an integration. It’s a workaround. 

If you create a Facebook ad or push something on your Facebook page, then all of the ensuing engagement is automatically tracked in Facebook Analytics. Without any extra code attached to the URL.

Now, in the same way that Google is limited when it comes to collecting data about your Facebook campaigns, Facebook isn’t perfect at collecting data from your Google campaigns. If, for example, you’re running AdWords campaigns, then the native integrations that Google Analytics has with Google AdWords will definitely make your life simpler.

But when you use Facebook Analytics, your Facebook ads and Facebook page are in lockstep with your analytics tool. And thanks to the Facebook Analytics app, all this valuable data is available on the go.

Part of the Bigger Facebook Ecosystem

Lots of the surface level data that you get from Facebook Analytics is indeed available in Google Analytics. No denying that. 

But there is plenty of stuff going on in your marketing mix that is either more difficult or absolutely impossible to track with Google Analytics.

For example, Facebook Analytics lets you merge the goings-on of your store with what’s happening on your Facebook Page. So if you have been churning out organic content on Facebook, Facebook Analytics can determine which of your posts are generating the most sales at your store.

To look at your Facebook page analytics, all you do is uncheck the Facebook pixel, and check your Facebook page.

Facebook Analytics for your Facebook page looks a lot like what you see for your store. Page views, demographics data, and so on.

You can also merge your pixel and your page. When we do that, we get data about overall engagement with your business. In analytics speak, this merged view “removes silos” and give you a “holistic view.” (Sorry if that buzzword soup made you queasy.)

Incredibly, Instagram data is not available in Facebook Analytics. Why Facebook hasn’t yet integrated data from its $100 billion platform is not clear, but it would seem that they’ll get around to it someday. To find Instagram data, you’ll need to use Instagram Insights.

Anyway, back to what is available. Here are a couple more features that highlight Facebook’s analytics/marketing combo:

Cohorts

You can create cohorts to measure the impact of your marketing efforts over time. You choose an action, and then observe how people who take that action behave over time.

Indeed Google Analytics and other analytics tools have cohort analyses. However, given all of the interactions you’ll have with your customers on Facebook properties – properties that aren’t tracked by Google – Facebook cohorts can be particularly valuable. Here’s how Facebook explains it:

How many people view content on your website, then purchase? Or, since Facebook Analytics can integrate other Facebook marketing tools like Messenger and Pages, you could create a cohort around clicking a CTA from your Messenger bot, and making a purchase.

Google won’t have any idea about how your customers interacted with your Facebook page or Messenger bot.

Journeys

Launched in May 2018, Journeys is a relatively new feature that taps into Facebook’s ubiquity on different devices. The idea is to “understand the impact of different channels people use and identify patterns in behaviors that lead to conversions.”

How does that look in real life? Well maybe people who engage with a Facebook page post are more likely to head over to your store and buy something. Or maybe people who hit you up on Messenger have a higher average order value than those who don’t. Journeys lets you unearth these connections over time and across devices. Or as Facebook puts it:

Even if someone researches your product on your Android or iOS app but ends up purchasing the product from your website on a desktop computer, you can still use Facebook Analytics to understand the actions people are taking across different channels.

Facebook Shops

Finally, you can analyze your Facebook Shop. Big and small, more and more stores are incorporating shopping features directly into their Facebook pages. Sometimes that takes the form of a “Shop Now” button, like on Tommy Hilfiger’s page:

That button leads people to Tommy’s store, where the Facebook pixel is eagerly waiting to record any and all activity, and feed it back into Facebook Analytics.

You can also build a shop directly into your Facebook page, like the Arsenal soccer team does here:

This second type of shop lets people pick products directly from within Facebook before heading over to your store to check out.

Clearly Facebook Analytics will be the go-to source for data related to these intra-Facebook shopping options.

Conclusions

Facebook properties litter the home screens of hundreds of millions of smartphones. The Facebook Pixel, meanwhile, lurks on websites from every niche. In short, Facebook is everywhere. Which makes Facebook Analytics a powerful tool for any store owner.

Now, there is one obvious downside we haven’t discussed: To really leverage Facebook Analytics, you’ll be inviting yet more tools into your marketing toolkit. And that toolkit might already be bursting at the seams with Google Analytics, Google AdWords, MailChimp, Buffer, and who-knows-how-many other tools.

But Facebook Analytics offers genuine value to store owners. Facebook is absolutely vital to marketers, and its in-house analytics offers the best insights into Facebook marketing, whether it’s on your Facebook page, your Facebook shop, or your website.

In other words, it’s the best data source for some of your most valuable channels.

Want to Learn More?

A Cheat Sheet for Choosing the Best Logo Colors That Will Grab Your Audience’s Eye

Did you know that 85% of shoppers consider color the most important factor of whether they are going to buy a product or not? And the logo is an integral part of that decision (plus it can increase the brand recognition up to 80%, which can help you rise above the competition.

The first impression your brand, product, or service makes will also be formed largely by the color (from 62% to 90%, depending on the customer).

Logos rule the world. These tiny bits of design are embedded so deeply into our thinking that they reflexively trigger all kinds of associations marketing gurus want us to experience. If there’s so much to be gained just by creating a great corporate logo, why aren’t you doing the same for your startup?

All of the famous logos have a couple of things in common—for the most part, they’re simple, and they use the the best colors, in the right way.

When it comes to the form, there’s no a “one size fits all” solution. Fantasize, draw sketches, get wild, as even the craziest idea might be a hit. The choice of the perfect color combination, on the other hand, is one aspect of design that science can help you with. It’s called color psychology.

Choosing the Best Logo Colors: What is Color Psychology?

Color psychology (you guessed it!) is a study of hues and their influence on human behavior. It’s one of the key pillars of branding and marketing, and if you dig into color psychology, it really can help you attract more customers with your company’s logo.

Color psychology has a deep history, and studies today are more intense than ever, as human perception of color helps major corporations cash in. The rules of color psychology haven’t actually changed, and anyone can use them. This post has gathered the most simple-yet-effective recommendations that will help your startup attract the right audience and win customers’ hearts.

How Colors Influence Perception of Your Brand

No doubt, logo design is an exercise in imagination, and there’s no out-of-the-box solution that will fit every startup’s needs. However, there are some consistent patterns that work when it comes to color psychology and choosing the best logo colors.

common patterns of the best logo colors

So how not to make the greatest mistake of your business life when choosing colors for your logo? Following the market leaders may not be a bad idea. The most common colors used in the logos of top 100 most valuable brands are in descending order, blue, red, black/grey/silver, and yellow/gold.

Minimalism also seems to be effective. Ninety-five percent of brands use not more than two colors in their logos and only 5% use three or more. Think of such simple logos as Oreo, WWF, Facebook, Intel, Home Depot, and thousands of others. Sure, there are many examples of valuable multi-colored logos like Google, Pepsi, Microsoft, Mastercard or eBay. However, the overwhelming majority of successful brands keep it simple.

best colors for company logo that are minimalistic

And when it comes to incorporating your company’s name in the logo, you can go either way: 9% of the world’s brands don’t include the name at all, 41% use only text, and 50% combine both text and image. So you definitely can let your imagination soar and follow your instincts with this one.

Click Here To Get Free Instant Access To 28 Proven Marketing Strategies For New Startups!

Positive and Negative Connotations

Every color is a double-edged sword, which can both help and harm your brand. The thing is, all of the associations evoked by colors can be either positive or negative. Of course, some negative connotations can also be successfully used in branding and marketing (remember the “Poison” perfume by Christian Dior and its strange green blackish color?), but it’s always a risky choice, and new entrepreneurs best avoid experimenting with negative color associations.

You might think the best logo colors such are white, orange, or yellow because they don’t have negative connotations—they aren’t dark, depressing, or associated with violence. Unfortunately, that’s not how our minds work, and every single color has a “good” and a “bad” side to it.

Another thing you should take into consideration is cultural context. A color associated with something positive in the United States may mean something negative in Africa or Asia. So if you’re planning to launch an international startup, double check your color choice.

Here are the positive and negative connotations associated with each color. Take them into consideration when figuring out the best logo colors for your startup. Remember, great design is half the battle when it comes to building a startup!

White

White is the symbol of purity, innocence, cleanness, sterility, hygiene, and simplicity. This color is associated with everything new and fresh. Reflecting the light, a vast amount of white can be difficult to look at over long periods of time. However, white is a great way to make other colors in your logo more vibrant and perceptible.

In many countries, white is a color of weddings. However, in Asia (India, Korea, China) it is traditionally associated with funerals and mourning.

The “germ-proof” feeling, which a lot of white may signal, can have both positive and negative connotations. So be careful using white if you’re trying to create an approachable brand. The best way to avoid negative connotations is to mix white with other colors like many brands do. Think of Nintendo (white + red), Swarovski (white swan + blue or black as a background color), Milka (purple + violet) and others.

the best logo colors in white - examples

White is all about peace, concentration, freedom. It emphasizes the cleanness and sterility of products or services (that’s why it is popular in the healthcare industry), accentuates the “perfect simplicity” (especially when it comes to technology), and is good for luxury products.

 

Consider using it for healthcare products, fashion, baby care products, IT. But try to avoid it if your startup is close to energy, finance, or agriculture.

Silver

Silver is the color of virtue, purity, sleekness, wealth, grace, and elegance. It has a metallic feeling to it, which is a great descriptor of everything high-end, industrial, and technology-related. It points out the high quality of the product and the company’s fidelity to state-of-the-art technologies, and adds a luxurious-yet-conservative vibe.

On the other hand, silver can be associated with the bladed weapon and going on the warpath.

The silver details on your logo may be a great way to emphasize the sophistication and the classy side of your brand. No wonder so many car brands use it (Toyota, Mercedes-Benz, Honda, and Citroen).

best logo colors - example sleekness and luxurious

Besides transportation, silver works for IT, fashion, finance, and equipment industries, but can harm food brands, agriculture-related startups, and companies producing baby care products. These industries should choose more vibrant and approachable colors like orange or yellow.

Yellow & Gold

Yellow stands for optimism, confidence, self-esteem, happiness, encouragement, and amusement. This color also has even stronger positive connotations in Asian countries. For example, in China it’s the color of royalty, and in Japan it represents courage.

Nevertheless, yellow isn’t a “crowd favorite” when it comes to Western countries. It may evoke associations with jealousy, cowardice, fear, anxiety, and even insanity. In Russia, for instance, there’s a colloquial expression “yellow house,” which is a synonym for an asylum.

Yellow in your logo is an attention grabber. But be careful and don’t overuse it, as too much can cause fatigue.

Yellow grabs a customer’s attention and can provoke impulse shopping. Its cheerfulness and “feel good” vibe can help strengthen a positive brand image. Think of McDonald’s, Chupa Chups, or Subway. Nikon, Bic, and Ferrari also have chosen yellow and succeeded.

Best colors for company logo yellow color

Yellow’s positive connotations can serve logos in the entertainment industry, baby care products, leisure, sports, energy, and food startups. But it’s not powerful enough for luxury, finance, IT, and fashion brands.

Nothing says “expensive” more than gold. It’s the color of wealth, victory, wisdom, royalty, prosperity, glamour, luxury, and prestige. The warmth of gold irradiates everything around it. But don’t get wires crossed when it comes to yellow and gold (pure yellow has a #FFFF00 color code and gold has #FFD700). The golden hues have some red or brown in them, which gives them power that pure yellow doesn’t.

The color is traditionally used for superior, one-of-a-kind, high-quality products. It creates a nice separation, emphasizing that the product (or a service) is not for all, only for the chosen ones, for the elite. That’s why it works so well for luxury brands, finance, food, beauty, and fashion-related companies. The most famous gold logos include Cadbury, Chevrolet, Warner Bros., and 20th Century Fox.

It may seem like such a nice positive color couldn’t have any negative connotations, but it’s not the case. The excessive use of gold can make your brand seem authoritarian, self-absorbed, greedy, somber, and opportunistic. So be careful with gold if you’re running a business in IT, equipment production, or healthcare industries.

While creating a logo you can always play with the shades of gold to fit your brand identity. The brighter metallic shades will help to catch the customer’s eye. The muted hues will emphasize the traditionalism.

Orange

Orange is associated with fun, energy, warmth, enthusiasm, sensuality, comfort, creativity, youth, and heat. It increases energy and enhances mood. This color is a direct call to action, which provokes impulse purchases, represents a friendly, approachable brand.

It’s a perfect choice for entertainment (Nickelodeon), family products, and food (Fanta, Dunkin’ Donuts), baby care products, pharmaceuticals. Use orange if you want your logo to be noticeable and energetic (Firefox, Hermes, Timberland). But always remember the balance and even the orange out with some neutral colors.

Best colors for company logo orange color example

In many Asian countries, orange is a color that triggers associations with religion (especially Buddhism and Hinduism).

Orange can also be considered frivolous and immature, overbearing and arrogant, in-your-face and too risky, which isn’t great for any customer-oriented brand (especially when you’re working in energy, transport, or finance).

Red

Red is one of the most popular and controversial colors. It represents power and energy, strength and excitement, passion and life, courage and love, celebration and seduction.

Red is also about war and blood, conflict and aggression, lust and defiance, anger and hatred, wrath and stress.

The connotations of red also vary depending on the country. In Asia it’s usually a color of weddings. It symbolizes fortune, happiness, and fertility. In some African countries, on the other hand, red is a color of death and mourning.

Using red to catch the eye is a classic marketing trick. It stimulates impulsive shoppers by creating urgency, boosts hunger, brings customers’ attentions to the most important parts of the product, and invites them to take physical action.

You can certainly use it on your logo (especially if you’re striving to build an image of a successful modern market leader). The combinations of red and white or red and yellow are the classics. The red/white combo is used by Coca-Cola, KFC, Levi’s, Canon, Lays, and Kit Kat. The red/yellow combo can be found in Red Bull’s and McDonald’s logos.

logo color schemes red color example

Red is often used in sports (FC Bayern, FC Liverpool, Arizona Cardinals, Chicago Bulls), food, transport, and retail. However, try to avoid it if your startup produces baby care products, or provides energy or financial services, as red is too aggressive for those industries.

Pink

The most common associations with pink include femininity, love, sexuality, nurture, tenderness, romance, hope and inspiration, sweetness and innocence. It’s a calming, reassuring, and comforting color, which is often associated with childhood or a dreamy, fantasy side of life.

In Japanese culture, pink is a traditional color of spring (it matches the blossoming sakura).

No wonder pink is usually used to evoke associations with sweetness and pleasure. It’s often used to brand products and services targeting women, and resonates with traditional shoppers.

Pink isn’t the most popular color when it comes to logos. That’s why you may use it as a way to stand out from the competition. Especially if you lean toward family or baby care products (remember Barbie’s logo, right?), food (Baskin Robbins), leisure, beauty (Cosmopolitan).

logo color schemes pink color example

But if your business lies in the IT, finance, transport, or energy arenas, experiments with pink can go wrong, as the typical negative connotations for pink are immaturity, naivete, lack of will, and physical weakness.

If the positive connotations of pink fit your brand identity you definitely should consider it for your logo. To make it look more elegant and sophisticated, mix it with darker colors like black, grey or dark blue.

Click Here To Get Free Instant Access To 28 Proven Marketing Strategies For New Startups!

Green

The easiest color on human eyes is green. It’s also the color our eyes are most sensitive to (we can discern the most shades of the green palette). That’s why green is an international color of relaxation, nature, and peace. Green is all about harmony, rest, equilibrium. In some ways, it’s a color of wealth (it is the color of money, after all) but this connotation is weaker than, let’s say, gold.

For the most part, the positive connotations of green aren‘t so good for marketing. Green is peaceful and safe but it’s not encouraging to the customer, not calling to action. Moreover, a vast amount of green may seem dull, stagnating, depressing.

However, using green is still the easiest way to create an image of an eco-friendly company. This color also appeals to the shoppers on a budget and is perfect for promoting healthy products. No wonder agriculture, healthcare, finance, family, baby care, energy, and food industries all use tons of green. There’s a whole bunch of insanely famous green logos! Starbucks, Android, Heineken, Land Rover, Jaffa, John Deere… The list goes on and on.

best logo colors green color example

Despite all that glory, green is too weak for transport, fashion, or leisure. The companies working in those industries need more powerful colors in their logos.

If you want to experiment with green in your logo try to mix it with more active colors like yellow, white, or silver.

Blue

According to multiple surveys, blue is a favorite color among both Americans and Europeans. It’s a color of calm, control, logic, honesty, intelligence, security, purity, freedom, and confidence. Blue in the company’s logo helps to establish trust-based relations, it makes the brand more credible, gives the logo a professional and serious vibe.

The blue logos look trustworthy and professional and are often used by major corporations like Twitter, Skype, Ford, Dell, IBM, Visa, or Samsung.

best logo colors blue color example

Blue is an obvious and safe choice for finance, IT, equipment, healthcare, energy, and transport industries. Its positive connotations work perfectly to create a strong image for such companies. On the other hand, blue is too serious and mundane for fashion, luxury, food, and beauty-related startups, as the negative feelings blue triggers include coldness and disaffection, rigidity, depression, and predictability.

Violet

Violet (or purple) is a traditional color of royalty and spirituality. It triggers associations with creativity, extravagance, fantasy, sophistication, mystery, calm, luxury, high quality, and independence.

Purple is a “young” color. Customers ages 18-25 see it as rebellious, mysterious, and sexy. The older audience usually connects purple with darker associations like aloofness, decadence, impracticality, and suppression.

The great thing about violet is that even a small amount of this color in your logo can make your products look and feel luxurious (especially when violet is combined with gold). Purple is also perfect for any kind of packaging, so you should definitely think of incorporating it into your brand palette.

Like pink, violet is an underappreciated color in modern logo design. Not many companies tend to use it. But those who do often find their place in the sun. Think of Yahoo, Taco Bell, Twitch, Wonka, Viber, Benq. Those logos are unique and eye-catching. What more could you want?

Best colors for company logo violet color

Being a color of youth and innovation, violet will elevate beauty, equipment, IT, and healthcare brands. But if you plan to establish agriculture, fashion, or transport business, be careful with violet.

Brown

As the color of earth and wood, brown embodies everything practical, stable, down-to-earth, conservative, and reliable. Brown gives support and comfort. It’s the color of strength, maturity, and safety. Sometimes it can replace green as a symbol of eco-awareness or organic products.

Brown is good for agriculture, food, transport, and family products. Such brands as M&M’s, UGG, Paulig, Hershey’s, A&W made brown their own and, as we can see, it was a brilliant choice!

best logo colors brown color example

The most common negative connotations related to this color include dullness, cheapness, inactivity, depression, suffocation, rigidity. It won’t work for leisure, finance, IT, or beauty brands. Moreover, the brown color is the least favorite for people in the US and Europe

However, brown can be effective in a logo if you want to reach out to the male segment of your audience (especially combined with sophisticated warm colors like gold or cream).

Grey

Grey is one of the most interesting colors if we’re talking about creating a brand identity. On one hand, it’s totally neutral and can be a great canvas to start with. It is associated with professionalism, conservatism, dignity, classics, stability, modesty.

On the other hand, grey represents the lack of color and can seem depressing, sad, boring, lifeless, or just plain ordinary.

Still, that “on the fence” feeling grey brings (neither warm nor cold, neither masculine nor feminine) is super comfortable to work with for any designer. Grey also has that magical power to strengthen the other colors. It illuminates the bright, light ones and calms down the stronger, darker colors.

Grey in your logo makes a startup look serious, professional, and credible. Just like silver, it has a “hi-tech” feeling to it. Being universal, grey can convey different messages depending on the other colors in the logo (which is good for rebranding).

Different shades of grey are traditionally used for finance, equipment, transport, and IT (Valmet, WordPress, and Sony Ericsson). But this color isn’t super popular when it comes to beauty, baby care, food, leisure, entertainment, and retail brands. Despite that, some popular food and drink brands like Nestle and Grey Goose have managed to make grey work, proving the point that there are no super strict rules in logo design!

 Best colors for company logo grey color example

Black

Just as white is known for reflecting the light, black is a color that absorbs light. It’s the symbol of efficiency and sophistication, prestige and power, elegance and luxury, control and protection, mystery and seduction. It is strong, serious, and authoritative, but at the same time can fee depressing, evil, cold, heavy, and pessimistic.

Black is a traditional color of grief and mourning in the most countries of Europe, North America, and Africa. No wonder it’s almost never used for healthcare, baby care, family products, food, or finance.

Black is great to emphasize the luxurious side of your brand, make products look more expensive. It has that “not for all” attitude. That’s why black is so popular in luxury, fashion, IT, and equipment industries. It can be seen on Adidas, Chanel, Schwarzkopf, Nike, D&G, and WWF logos.

 Best colors for company logo black color example

If this color speaks to you, be sure to balance it with others, as “total black” may be perceived as unfriendly, and unapproachable.

Click Here To Get Free Instant Access To 28 Proven Marketing Strategies For New Startups!

Logo Color Schemes: The Cheat Sheet

Yep, there are 12 colors listed above, and remembering all the connotations and marketing tricks can be tough (especially if you’ve just discovered color psychology).

But fear not! There are some easy tips you can follow to create a killer logo that will blow your competitors away! Here we go:

  • Start with a black and white version of your logo. If these colors work for your business (fashion, luxury, IT, sports etc.), you can leave it at that. If it’s not working, you can add color. Some brands even use different versions of logos depending on the occasion. For example, Nike may change the color of its famous “swoosh” depending on the shoes.

 Best colors for company logo black and white logo versions

  • When choosing colors always keep your eye on a color wheel. It will be easier to find analog and complementary colors. Complementary colors are opposite on the color wheel. Analog colors are 3 neighboring colors on the wheel.

logo color schemes color wheel

 Analog colors

logo color schemes analog colors

Complementary colors

  • Using analog colors (3 colors next to each other on the wheel) helps to create a nice matching feeling. It’s better for the industries that require lower intensity, more gentle and tender vibe (baby care, family products, or beauty). Think of Mastercard’s orange + red or John Deere’s green + yellow combo as an example.

logo color schemes Complementary colors

  • Complementary colors (opposites on the wheel) help to create the highest contrast. They “clash” and give the logo a dramatic look that grabs the customer’s attention. It works perfectly for sports, retail, entertainment, or food industries. Think of the Los Angeles Olympic bid’s purple and yellow logo or Firefox’s orange and blue logo? That’s how it works!

logo color schemes with complementary colors contrast

  • Monochromatic logos (using different hues of one color) are great if you want to accentuate the uniqueness of your brand, the sleekness and the sophistication of your product. Paypal rocks a monochromatic scheme with its navy blue + sky blue duo. You can do it too!

Best Monochromatic colors for a company logo

  • Want to be trendy? Check Pantone’s color of the year and try to incorporate it into your logo. If your startup is artsy or creativity-related, customers will enjoy it. The color of 2018 is ultra violet!

best logo colors Pantone’s color of the year

Color psychology tells us a lot about how our minds work. It can really help to predict an audience’s reaction and build a strong brand identity. Remember, color affects all of us. It’s a powerful tool and it deserves to be treated the right way.

Got a favorite company logo? Really proud of your own? Share your favorite use of color in logos below!

The Ultimate Guide to Boosting Conversions With a Powerful Ecommerce Store Design

Meet Elizabeth. She’s one of your many visitors who visits your ecommerce store daily. She likes the design of your site. She even likes your products. “That looks so beautiful,” she says, even showing it to a friend while browsing. But…she doesn’t buy anything.

A real tragedy for any ecommerce store owner, and one most of us suffer all too often, whether we know it or not.

Elizabeth decides to take her wallet somewhere else for any number of reasons. Maybe she’s not so into your products after all. Or it could be that it’s just not the right time to buy for her, as her budget’s a little tight this month.

Whatever the case, visitors like Elizabeth may like, even love, your ecommerce store design, but that doesn’t necessarily translate to sales? Why not?

The key is, you need to have a store design that’s not only beautiful, but one that converts.

Every element of your site should lead to the basket (ca-ching!). Even if you bought a fancy template from a top-rated company, you don’t want to sit back and depend on it. You need to know which elements are driving conversions, and which aren’t, and use that knowledge to maximize your success.

Take control of your store’s design, and you will take control of your revenue.

Let’s dive into how to design an ecommerce store for maximum conversions…

Table of Contents

Bring Your Products to Life with Magnetic Images

Have you ever bought a pair of shoes, and as you handed out your credit card to the cashier, you felt a weird feeling of satisfaction?

It’s strange because you aren’t doing something that’s pleasurable in itself, like playing with your dog or eating a bagel; you are giving away your money to someone else.

Why this happens isn’t as important as the simple fact that shopping feels great. In the United States alone, it’s estimated that two-thirds of the gross domestic product comes from retail consumption. Literally, a huge portion of the world’s largest economy comes from people buying stuff.

People like shopping so much that more than a third of adults have said shopping makes them feel better than working out.

If people like shopping so much, then you should think of your design in a way that it makes the most out of that pleasurable experience.

This means engaging your visitor’s senses.

When you visit a brick-and-mortar retail shop, you not only get to see and touch a product, you also get to hear relaxing music, enjoy the beautiful decor, and even smell the blooming fragrance of flowers or a scented candle.

While you can’t add music or light a candle in your online store, you can still add a multi-dimensional feeling by using your product images and copy in a way that affects their senses.

Here’s how you do it.

Great Images Help Buyers Envision Using Your Product

Ecommerce store owners know that having great product photography matters. How do you expect people to want your products if they can’t even see them?

Imagine you were interested in buying a shirt for your next job interview and you found a store you liked that had seemingly high-quality shirts at a low price. You are ready to buy; you only need the right shirt that looks the part.

Then, you check the product pages, and you see this:

 How to design an ecommerce store using a white dress shirt image

How would you buy a shirt with that image? I hardly would!

Compare that with the following images taken from ASOS.

 Ecommerce web design compare images by ASOS gif

That’s what I’m talking about! I can see myself wearing that shirt, going to my job interview, and nailing it.

While you can’t change your store’s lightning and smell like an offline store would, you can still influence one important thing: your visitor’s psychology.

By this I mean using your photos to make them a part of your visitors’ future life; having them picture themselves using them and enjoying them.

The best companies that know how to use this visualization trick are luxury brands. Think Rolex: they sell watches. You can buy a $50 watch anywhere, yet a Rolex costs over $5,000. Why would you commit such a significant amount of money to something you can get for a fraction of that price?

Status.

In order to sell you that status, Rolex uses their photography in a smart way.

Sell you that status by Rolex

Caption: Look how they sell sophistication and adventure through their photography.

You don’t have to sell luxury products to use this style of photography, however.

Bastide, a company that sells artisan-like fragrances and lotions, uses the following images in their homepage.

Ecommerce web design Bastide homepage images

Besides their fantastic copy, the images they use throughout the site sell you more than their fragrances. With the help of images like the ones above, they don’t just sell the scent; they sell what it would feel like to wear the fragrance and experience its full effect on your mind and senses.

AETHER is an apparel company that sells performance clothing (e.g., clothing that doesn’t get wet or smell easily). Here’s the photo for one of their Hanley t-shirts:

Ecommerce web design with AETHER apparel white t-shirt

The image is fine, but it doesn’t stand a chance with the other dozen companies in their industry. Fortunately, they have more photos of that t-shirt with a model.

Ecommerce web design AETHER apparel shirt gif

Once again, these images are good, but not enough to sell the lifestyle they are trying to convey.

It turns out, the people at AETHER are actually brilliant, and know how to represent their brand really well through product photography:

Ecommerce web design AETHER appare brand photography

That’s the picture of the same Hanley t-shirt you saw above. In this image, however, you can see how the model is in the middle of an adventure, somewhere in the Mexican desert, riding a Jeep (a car associated with adventures).

With this one image, they took the concept of a performance t-shirt and made it real. They don’t tell you how they sell t-shirts that are for people who like adventures; they show you their t-shirt in the middle of one.

Showcase Your Brand With Your Product Photography

Let’s talk more about expanding your visitors’ imaginations with product images.

Most successful ecommerce stores use their product photography to show not only their products, but the brand they represent and the customers they serve. Let’s see some examples.

WP Standard does a wonderful job with their product photos, using models wearing their shirts:

How to design an ecommerce website WP Standard product photo gif

Adding different angles, and even some texture, to your photos is another great way of displaying your products. For example, take a look at what Glitty does with their wood Apple Macbook cover:

How to design an ecommerce website glitty macbook photo gif

Besides showing how your products look like when used, you can add some personality to your photos, which is what Chubbies does so well:

How to design an ecommerce website chubbies product photo gif

In the case of Privé Revaux, they took the idea a step further, and show how their sunglasses look on an influential person such as Cara Delevingne:

How to design an ecommerce website Privé Revaux product photo gif

You don’t have to use models or exotic locales, however. You can go the simpler route and take high-quality photos of your products against a white background. While this won’t help you stand out as much and improve your branding, at least it will help your visitors know what your products are about. This is what 3sixteen does with their products:

Ecommerce web design 3sixteen product photo gif

While every visitor will experience your photography in a different way, the use of photography takes your products to a new dimension; one where your visitors can experience them in their minds.

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Go Beyond Photos

Having high-quality product photography and benefit- or outcome-based copy is the bare minimum you need to do to have a high-converting store. You can use a wide variety of media formats, like videos, 360-degree photos, and user-generated photos.

Videos

Videos are particularly important. According to Wyzowl, 81% of people have been convinced to buy a product or service after watching a video. Better yet, companies that use videos see on average 34% higher conversion rates than those that don’t use them.

One company that does an outstanding job is theory11. Their videos look like mini-movies, which probably explains why they are one of the most popular stores in the magic industry.

How to design an ecommerce website theory11 product videos

Luxy Hair, on the other hand, is a company that uses video marketing to make their product descriptions the most detailed and engaging in the competitive hair extension industry.

How to design an ecommerce website luxury hair product video

Another interesting way to leverage videos is by mixing tutorials with customer reviews, like in the case of LivSo.

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Beardbrand is another company that does outstanding work with their videos. Since the beard grooming industry has become so competitive, the founder Eric Bandholz has created useful tutorials in their YouTube channel, which currently boasts over 700,000 followers. The interesting thing is that he adds Bearbrand’s products in his tutorials, and uses those tutorials in the product pages, a powerful way to promote his products.

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360-Degree Photos

360-degree photos are another way to add a more realistic view to your products. Grainger, a retailer of industrial supplies,increased their conversion rates by 47% thanks to the use of 360-degree photos.

Ecommerce web design Grainger 360-degree photos

Tangle Teezer uses 360-degree photos in their product pages, as you can see in the example below:

Ecommerce web design ASOS 360-degree photos

ASOS has also implemented 360-degree photos for some of their products:

asos 360

Creating 360-degree photos isn’t as technically challenging as you may think. With the help of a rotating turntable, you won’t need more than what you already have to photograph your products (e.g., a camera, a tripod, lighting equipment, etc.).

You can also pivot your products manually and edit the photos together like in a stop-motion movie.

If you want to ramp up your product photography, check out this guide where we explain the technical details and how to do it on your own.

User-Generated Content

Finally, you can use a mix of photos and user-generated content (UGC). UGC is exactly what the name suggests: it’s any kind of content that your users create about your products.

The simplest example is a testimonial where they talk about how they used one of your products.

To understand the power behind UGC, imagine one of your visitors, good old Elizabeth, looking at your products (let’s say, shoes) and thinking, “These shoes look good, but should I really buy these?”

Just before she clicks the X in the browser’s tab, she sees a photo from another customer wearing your shoes. They look great on that woman; she’d love to be that woman.

The power of UGC lies in social proofpeople like doing what other people do. This holds particularly true for millennials, many of whom grew up with Facebook accounts and phones in their hands.

A study done by Crowdtap and Ipsos found millennials think UGC is 35% more memorable and 50% more trustworthy than other marketing media.

Allbirds uses UGC to promote their women’s wool running shoes, which show how other women around the world use that same model.

Ecommerce web design Allbirds uses UGC to promote products

You can also see how MVMTs customers use their watches in their product pages, as shown here:

Ecommerce web design MVMT uses UGC to promote products

Fortunately, implementing UGC in your store is easier than you may think with the help of a tool like Yotpo. If you want to learn how to tap into the power of UGC, this guide from Optimizely will help you get started.

Describe Your Products With Passion

Believe it or not, people love product descriptions.

According to Salsify’s Consumer Research Report, after your prices, the most important factor that influences purchases is detailed product descriptions. Another study by Episerver found 76% of online shoppers find product descriptions to be the most important element of a product page when considering buying from a store.

Writing product descriptions that make your products feel real can play a key role in making people confident that what they are looking at is right for them.

It’s easy to get distracted by the minutiae of running an ecommerce store and leave the product description as an afterthought. Worse yet, you copy and paste your manufacturer’s product description. But you’d be making a huge mistake by ignoring such an essential element of your store.

Just like photos, your product description can help them imagine using your products. Here’s what you need to know before you create your next product description.

Show Don’t Tell

This is a core rule of copywriting. Instead of telling people about your products, you should help them visualize them, beyond describing features.

An effective way to put this into action is by asking yourself, “So what?” after every sentence of your copy. In other words, think why would anyone care about your product description. What’s it in for the visitors? Why would they believe you or care what you are writing?

Here’s the typical example of a product description that tells people what their product is all about:

Ecommerce web design product details

Each of these lines is a description of a feature in a men’s shirt. But how would this specific shirt differentiate itself from the millions of other shirts around the world? Can you answer the “So what?” for each line? Probably not.

Compare that rather mediocre description with this one:

Ecommerce web design product details

The description for this moisturizer shows how using it can hydrate and soften your skin—the ultimate goal of using a product of that nature. At no point does it talk about the technical details of it, something few people care about.

Here’s another wonderful example of a product description with a touch of storytelling:

 Ecommerce web design product description with a touch of storytelling

It’s interesting to see that in their product page, the people of Flambette decided not to show any feature list or technical description. This gives an interesting twist to their products, which are represented not as candles, but as nostalgic memories that you enjoy.

Explaining the context in which a specific product can be used is another fantastic way to show how the product can be used.

Ecommerce web design Explaining the context of products

Instead of jumping right into the technical details of their boots, Helm first depicts an image of how their boots can be used in real life, and how their features affect the overall look of them. Once they have painted a picture of your life with their boots, then they show their technical details.

As the case of Helm shows, if you sell products where technical specifications matter, you shouldn’t avoid adding them. Rather, you should be creative in the way you present them, telling a story and then explaining the technical side of your product.

Outcomes, Not Benefits

Knowing what the visitor gets out of your product descriptions is a great way to start improving your product pages, but it’s not enough. If you can pull it off, instead of thinking about features and benefits, think about outcomes.

Here’s a simple differentiation between features, benefits, and outcomes:

  • Features are product-related (e.g., “our t-shirts are made out of 100% Merino wool”)
  • Benefits are emotional and lifestyle-focused (e.g., “our t-shirts will help you sweat less”)
  • Outcomes are measurable ways to depict the life the prospect gets out of the product (e.g., “our t-shirts will make you sweat 28% less”)

Outcomes are the specific ways that your product makes your customer’s life better. However, to offer outcomes, you need real-life examples of how your products have delivered specific results to your customers.

In many cases, this is hard to achieve. For example, if your product has more of a lifestyle focus and is less tangible in its benefits—like a fashion product—you can just use the benefits alone.

But if you can use an outcome, you will be able to make your product description way more effective.

You won’t be telling your visitors how great your products are; you will show them how they will actually make their lives better.

For example, Wully Outerwear uses the ecological impact of purchasing their jackets as a specific outcome.

 Ecommerce web design Wully Outerwear uses the ecological impact

Another way you can use outcomes is by showing customer reviews in which they explain how your product has helped them.

 How to design an ecommerce store showing customer reviews

In this example, Optimum Nutrition does a fantastic job of showing how real athletes use their products to recover from their workouts and enjoy their meals. That’s a 1-2 powerful combo that combines the power of social proof with outcomes.

Vary the Lengths of Your Descriptions

Your store will attract all sorts of people; some who love to make impulse purchases, others who take their time to consider all the aspects of a product. Some browse strictly on mobile, while others do it on their 30” iMacs.

This means each group will have different needs when it comes to reading your descriptions. The former group will like shorter descriptions, while the latter will prefer longer ones. Playing with your product descriptions’ lengths will help you influence both audiences.

In most cases, online stores have short descriptions next to the product images and calls-to-action.

 Ecommerce web design short descriptions little starter spoon

Others pair short product description with longer ones below the product photos, like in the case of Outlier.

 Ecommerce web design short descriptions outlier gif

At the end of the day, you need to test what works best for your site. Here’s a great resource on carrying out A/B testing in your e-commerce store.

If you run a small operation, start with short copy, but make it benefit- or outcome-focused. Then, you can increase the length to a couple of paragraphs next to the product photos. Once you have time, you can go crazy with longer copy.

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Help Them Cross the Puddle (aka, Lead Them to the Cart)

Remember how much people like shopping, and how you can use that to your advantage? Well, here’s something else you may have never considered.

Your visitors love your product pages.

Wait, what? Did I just write that?

Look, when your visitors get to your product pages, it means they are interested in what you have to sell.

If they got this far, it’s because they liked your homepage and your category pages. Better yet, if they got to your category or product page through Google, that means they were already interested in what you have to sell when they made the search.

They may not be interested in purchasing right this second, or may not be entirely confident in your capacity to meet their expectations, but they still love being on your product pages.

This is a good thing because those visitors who don’t want to buy right now are still your friends. But those who are ready to buy only need one thing:

The add-to-cart button.

The question isn’t how you make your visitors click on it; it’s what’s stopping them from clicking it?

Here’s an analogy. Remember how back in the day, men were supposed to do “gentlemanly” things like putting their jacket over a puddle for a woman to walk over it?

Let’s say one of your visitors wanted to cross the street (i.e., buy one of your products). The problem is, there’s a big puddle that doesn’t let them step cross it.

What would you do?

If you were an old-timey gentleman, you’d put your jacket over the puddle so the visitor could walk over it and get to the other side of the street (i.e., make the purchase).

Ecommerce web design old-timey gentleman

I know, I know, it’s an outdated custom, but your goal should similarly be to take every bit of friction out of your visitor’s shopping experience. Even if you have to ruin your jacket by putting it on a dirty puddle, your goal is to help the visitor complete the transaction with maximum ease.

But how do you actually help your visitors cross the puddle?

I can tell you right now it takes more than an add-to-cart button. It even takes more than a large button with great contrast, like some experts recommend.

You need to do way more than that.

I mentioned earlier that there are two reasons why the visitors that frequent your product pages don’t actually make purchases:

  1. They aren’t ready right now (e.g., have no budget, your store is too expensive, they are bored drinking a glass of wine before going to sleep and want to window shop, etc.)
  2. They aren’t convinced that you are the company that can fulfill their expectations

In the second case, when your visitors are ready to buy now but choose not to buy from you, the problem is personal:

They don’t buy because they don’t trust you.

Why would a visitor doubt you?

Lack of Clear Trustworthiness

If you ask your mother to buy from your store, she’d do it without a second thought, right? Why? Because, above everything else, she trusts you. The same applies to other relatives or friends (we hope).

Your visitors? Not so much.

Trust is the bond upon which human relationships are built. Consequently, it’s easy to get people to buy from your store if they trust you.

But how can they trust you when they don’t know anything about you?

Sure, it’s easier to sell on Amazon through the Fulfilled by Amazon (FBA) program. The same can be said if you work for a company like Sephora or Nike. The monumental work behind these brands has built the trust needed for people to purchase from them without much thought.

Alas, you need to build that trust before you can consistently generate conversions, and before you can bring your customers back to purchase again.

Here’s how you do it:

Show Them Who You Are

The “About Us” page is one of most important pages on your site. In the simplest terms, the goal of your about page is to showcase your values. While it’s hard for you to compete against a company like Nike, you can stand out by relying on the values that drive your company.

For example, people buy Nike’s products because they consider them to be great for their intended uses (running or other sports activities). But Nike is also notorious for its use of sweatshops.

If you want to compete against a company like Nike, you can stand out by showing your visitors how you hand-make each shoe, use fair labor practices, and use organic materials.

You can also mention who founded the company, the challenging path it took them to do so, who your employees are, what makes your manufacturing different from your competitors, among other things.

The ultimate goal of your “About Us” page is to be the bridge on which your customers can go from knowing you to believing in you.

Better yet, this page can help you increase your conversions: visitors who visited one were five times more likely to make a purchase and spent 22.5% more than those who didn’t visit an About Us page.

TRUE linkswear understands the idea of out-competing companies like Nike through their values. Instead of just having one page, they decided to extend it into four pages where they explain:

  1. Their story
  2. Why creating comfortable shoes matter (as you can see below)
  3. Their business model
  4. Why picking the right shoe materials matter

Ecommerce web design true comfort

Their pages are all extensive, well-written, and super original in their approach. They clearly stand out among shoe manufacturers.

Being a bit vulnerable here works great. Remember that to get people to trust you, you need to open up. While you don’t have to get into the ugly details (sorry, no one cares about your ex), you can still talk about your struggles, your dreams as a founder, and what led you to start your company.

That’s what Ugmonk does so brilliantly. It starts with a beautiful video about their story, while the rest of the page explains it with more detail and great photography.

How to design an ecommerce ugmonk product photography gif

Still, your about page doesn’t have to be long and detailed. For example, Fronks has a minimalist page where they just mention how unique their juices are and how they are made.

Ecommerce web design shake well drink soon by Fronks 

You can also focus this page on your value proposition and how it ties to your values, like The Canvas Works:

How to design an ecommerce website the canvas works

Lead with your values and your brand personality, and you will get a great about page that will become a source of trust in your company.

Show Me the Badge

Another unexpected thing people love? Authority. Or, at least, they respect it.

Just like Mulder and Scully flashing that FBI badge, you want to show your own authority badges to your visitors to inspire respect.

In 2017, Conversion XL expanded on a popular study done a few years before by the Baymard Institute, on which they analyzed the badges that provided the most trust with visitors.

Here’s what they found:

How to design an ecommerce Conversion XL

Payment badges, security badges, and business badges are the most popular. In other words, people like knowing they are doing business with a company that:

1. Accepts payments they can use

2. Protects their personal information

3. Is respected in their community and/or industry

These badges shouldn’t take up a lot of space on your product pages. For example, Ada Blackjack features some of the trust badges at the end of their pages:

How to design an ecommerce Ada Blackjack badges

Slyde Handboards does a similar job, but adds more of them:

How to design an ecommerce Slyde Handboards badges

An interesting twist BlackButterly implements is adding their Trustpilot reviews at the end of every page. This clearly increases trust in the company.

How to design an ecommerce black butterly

One Shopify app that’s great for trust badges is Free Trust Badge, and with just a few clicks, lets you add the most important badges to your product pages.

Show, don’t tell,” the saying goes. Show them your trust badges, and you’ll get your conversions up.

No Surprises, Please

Know what people hate, especially when shopping online? Surprises.

One study showed that 56% of shoppers leave without purchasing after being presented with unexpected costs.

There’s another from 2014, in which the A/B testing tool Visual Website Optimizer found 28% of shoppers would abandon their carts if they were presented with unexpected shipping costs.

If there’s one reason Amazon has become the king of ecommerce, and why their Prime program is so popular, it’s because of predictability.

When you order from Amazon you know what you will get (the product you ordered), how you will get it (USPS in most cases), and when you will get it (in 48 hours or less).

Ecommerce web design predictability amazon checkout

While you can’t offer the same predictability as Amazon (unless you sell through their Fulfilled by Amazon program), you can still reduce the surprises substantially if you tell your visitors what they can expect up front.

The first thing people want to know is how they’ll get their products. You should show your shipping policy right in your product page, as in the case of The Soap Co:

Ecommerce web design show your shipping policy The Soap Co

Some people will want to return your products. Since this is usually a pretty annoying process, you want to minimize this problem by explicitly showing your return policy.

ambsn shows theirs in one of the tabs of their product page, and explain it thoroughly:

 Ecommerce web design ambs return policy

If you offer free shipping, or if it has a threshold, you want to show it as clearly as possible, as RYDER does:

Ecommerce web design shipping policy by ryder

If you can’t show it in the top of your site like in the image above, you can still show it on your product page:

Ecommerce web design product page

One company that does a great job of avoiding surprises is Dick Moby:

Ecommerce web design product page dick moby

While simpler, Esqido also explains what their shipping and return policies are:

 How to design an ecommerce store Esqido shipping and return policies

The more and the sooner you explain how your shipping and return policies work, the better.

Your loved one may appreciate a surprise box of chocolate, a bottle of wine, or in my case, a book (just don’t tell anyone).

When it comes to your customers, however, leave the surprises out.

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Keep It Simple (For Your Own Good)

I know you are super proud of your ecommerce store and how awesome your products are and want to go the extra mile to prove it.

But when it comes to designing an ecommerce store, remember the KISS philosophy: keep it simple, stupid.

When you have a Shopify store, it’s easy to install dozens of apps that promise better conversions, less stress, and more happiness and rainbows in your life.

The truth is, if you start installing a ton of cool-looking apps, you’ll end up with a Frankenstein’s monster of a design that scares people away.

Don’t do it.

Your ecommerce store design needs to be simple and easy to navigate. Remember, your store should lead your visitors to the cart. As the Metallica songs goes, “nothing else matters.”

Whatever element you add to your store, it has to fit that primary goal. If something doesn’t lead to the conversion, it must go.

Since you are likely to use a pre-made Shopify theme or modify an existing one, I won’t touch on the do’s and don’ts of an ecommerce shop design. Every single premium Shopify theme is built around the principles of simplicity and good-UI, so it’s hard to mess that up.

What you need to focus on is on one thing: using the design elements you have at your disposal to make your visitor’s life easier.

Make it Personal (Without Being Creepy)

Personalization is one of the most popular topics in the marketing world right now. In the past, companies personalized their communications through simple merge tags that allowed them to add names to their emails.

Not bad, but nothing revolutionary.

Nowadays, companies can use big data and AI to take their visitors’ behavioral information and create shopping experiences that are custom-fit to their needs.

Evergage found 88% of U.S. marketers reported increased improvements thanks to personalization. Better yet, more than half of the people surveyed found a conversion lift above 10%.

Marketing personalization comes with one problem: creepiness.

Let’s say you were checking out some funny Pokemon onesies for a friend’s costume party. You weren’t considering buying them; it was just an idea that you had in mind.

Now, imagine the retailer at hand decided to send you an email saying “Since we saw you like this Pikachu onesie, you may want to consider this Charmander one.

Ugh, what?

Just because you saw a Pikachu onesie doesn’t mean you love Pokemon, onesies, or even that company. You were just browsing. Period.

Through the use of clumsy personalization, companies can easily go beyond what’d be acceptable in any shopping experience.

If you are going to use personalization in your ecommerce store, you need to do it in a smart, non-creepy way. Remember, we’re keeping it simple. Not trying too hard. That creeps people out.

Let’s discuss product recommendations.

According to Smart Insights, the most effective kind of product recommendations are “similar products viewed” and “purchased by similar people.

How to design an ecommerce store Smart Insights

That means people like purchasing things other people like him would view or buy. Otherwise, people like seeing what they might like or what they have viewed before.

When it comes to product recommendations, Farfetch wastes no time and shows you what they believe you should buy based on your previous visits and what you have seen before.

How to design an ecommerce store product recommendations Farfetch 

While I don’t like using Amazon as an example, I couldn’t resist showing the fantastic work they do with their recommendations. They basically wrote the rules of this game. In short, they use every single recommendation available.

Right on the homepage, I found two different recommendations:

Ecommerce web design product recommendations

Then, when I visit one of their products, this is what I see below the fold:

Ecommerce web design product recommendations

After I checked another product from that list, I found they recommended me another product in a slightly different way:

Ecommerce web design product recommendations

Below that recommendation, I find these:

Ecommerce web design product recommendations

I scrolled down to the end of that page, and guess what? They keep recommending me products!

Ecommerce web design product recommendations

Some of them are related to the product at hand, some are related to past views, and some are about past purchases.

I took this situation a bit further and decided to add one of the products to my cart. Look what happened:

Ecommerce web design product recommendations

More recommendations!

When it comes to personalization, Amazon doesn’t leave any stone unturned. This extent of recommendations is almost certainly overkill in the case of your store (remember KISS), but you get the idea. It works.

I also found interesting how they test different wordings for their recommendations. In some product pages, as in the one below, instead of saying “Customers who bought this item also bought,” they use a more polite and shorter copy:

Ecommerce web design product recommendations

If Amazon tests so many different variations for their product recommendations, it’s probably because it works.

An interesting concept that many fashion retailers implement is the “Shop the Look” recommendation. In this case, they recommend other clothes that “complete” the look of the product you are looking, as in the case of J.Crew:

 How to design an ecommerce store product recommendations J.Crew

Au Lit Fine Linens takes a similar approach, recommending duvets and pillow protectors to the pillow I was checking out:

 How to design an ecommerce store product recommendations au lit recommendations

There are a lot of ways you can implement product recommendations. You already saw which ones people supposedly like. You can start with that list. As always, test until you find what works.

If you are going to get started with your product recommendations, you can use apps like Linkcious and Automatic Related Products. These tools have algorithms that automatically do the product recommendation for you.

If you don’t use Shopify, you can implement product recommendations manually with the help of tools like Barilliance or Monetate. While they will take a bit longer to implement, they will bring highly advanced personalization engines to your store, making them more effective in the long run than the simpler Shopify apps.

Be Consistent…Like, Always

Whenever a new visitor lands in your store, they are complete strangers. Just like when you meet a stranger (like a friend of a friend, or a funny Dutch guy in a hostel), the first few minutes of your interaction matter a lot.

First impressions matter, particularly if you run an ecommerce store. And even more if you have a small brand that few people know.

When someone visits Nike’s online store, everyone knows what they are all about. There are no surprises there.

The way they create the feeling of familiarity is through brand consistency.

By brand consistency, I mean creating an idea in your visitor’s mind that connects your company with a particular feeling or idea.

What do you think when you see the following image?

How to design an ecommerce store brand consistency nike

If the words “Nike” and “just do it” popped into your head, you know how consistent Nike is with their brand.

What’s more, Nike has been so successful with their brand, that you probably know what players have used their products (e.g., Michael Jordan, Roger Federer, etc.), and what Nike stands for (i.e., hard work, discipline, success).

That’s the final goal of any brand: tying a feeling or idea to a company.

The key to achieving brand consistency is that you need to communicate the same values and feelings every single time.

You can’t have all your brand’s values in your about page and forget them everywhere else. You need to transmit those values in every page, in every email, and in every product that you sell.

Take a look at the following image:

How to design an ecommerce store brand consistency freshheritage

Besides knowing what they sell, you can imagine a few things about this brand:

  1. It’s vintage
  2. It’s fashionable
  3. It’s a bit hipster
  4. It’s focused on, or at least offers products for, black men

That’s the site of Fresh Heritage—run by one of Foundr Start & Scale’s most successful students<, Gamal Codner—which sells grooming products made for men of color.

Grooming products for men tend to have an old school appeal, so by using that color palette and image, they are doing a great job of tying those sentiments to their offering.

You can also see comparable brand values in the copy of one of their beard oils:

The Fresh Heritage Classic Beard Oil was created by taking an ancient hair recipe from our African roots and modernizing it to groom today’s man.

Go to their About page, and you will see all about their story, how they got their inspiration from “traditions of our African Ancestors,” and the values they believe in.

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They have consistently developed their brand, which has allowed them to grow in just a few months to $60,000 a month in revenue.

How to Develop a Brand Identity

While you don’t have the budget to achieve the level of consistency companies like Nike or Coca-Cola have, you can still do a few simple things to develop your brand.

Start with exactly who your target audience is and what they stand for. There’s a lot that goes into this process, which you can read about here. But once you’ve hammered it out, you want the results to determine the design of your store.

In the case of Gamal, mentioned above, he knew he was going to target men of color who like grooming products. He also knew grooming products have an old-school feeling attached to them, that’s why the color palette he used is so consistent with the feelings he’s trying to evoke.

You need to define a group of colors and typography that best represent your values, voice, and tone, all determined by your audience. In the case of Fresh Heritage, we saw how they used sepia colors that give it an antique feeling.

In many cases, companies share their brand assets openly, like MailChimp:

How to design an ecommerce store brand assets MailChimp

Once you have defined your brand assets, as in the case of Mailchimp, it will be easy for you to maintain your brand consistency throughout your product line and your site.

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Design Your Ecommerce Store for High Conversions

We covered a lot in this article.

  • You saw how to bring your products to life through the use of great product photography and descriptions.
  • You also learned how to lower the fears and doubts of your visitors by making it easier for them to trust you. Once they trust you, your conversion rates will grow.
  • Finally, you saw how to make your ecommerce store design simpler with the help of smart personalization and brand consistency.

With so much info to work with, you may be having trouble deciding where to start.

Here’s the main thing you need to remember:

You need to make your visitor’s shopping experience easier.

If they are in your store, they’re probably intrigued with what you have to sell. Some won’t be ready to buy. But those who hold their wallets in one hand and the touchpad in the other should be drawn to one place:

Your add-to-cart button.

Every part of your design should lead them there. If you can keep that in mind, anything you take from this article will increase your conversions.

Now it’s time to hear from you.

What’s the #1 design element you think will lead your visitors to the add-to-cart button? Why do you think that will make it easier for them to purchase? Share your thoughts in the comments below!


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