The impact of e-Commerce and website on Digital Advertising.

A well-made website holds many benefits that a simple-made landing page of your company. It needs a lot more thought to make it accomplish its planned objective. You must get it right to boost your Digital Marketing activities. All the marketing channels you use such as social media, email, or SEO, may be less efficient as a consequence of an inadequate website.


The impact of e-Commerce and website on Digital Advertising.

Ever wondered how does it affect the people reached and your business? No matter how great a digital marketing strategy is, it will be worthless if you do not own a carefully made website.
Even if you have a considerable number of followers on your social media pages and engage with them more on that platform, you will still have to guide them back to the link of your company, to research more details about your product or service.

Why is it important

The first impression always matters

When your visitors explore your website, they form the first thought about your business. They will decide about your business within seconds.  0.5 seconds is the time that a user needs to make an impression about a website’s appearance.

It builds trust with your audience

Your website is a confirmation that your business exists. People favor businesses with a website where they can make a small examination about the product or service provided.

It is the reflection of your business.

When someone explores your website, what do they recognize? Do they mark your content as helpful, or do they believe that they are putting a lot of effort to obtain what they need? It is also important that its content is a small extension of your business. 

Website is the description of your business in the digital world.

Think about it as it was the entrance of your brick-and-mortar shop. What you see as a whole image, you expect it also from the inside. Grant them more details about your product and help them make a decision.  Most importantly, they can be guided to make a conversion, increase sales and expand your business. After all, what matters most is the increase in earnings and expansion of the business.

Your competitors are doing it

Business owners compose a website and provide valuable content, but the end-goal here is really to convert all those leads into loyal customers by increasing engagement with their site. Visitors are quite likely to use your services if they discover any value in the data that you give on your website.


Firstly, recognize what your end viewers are and develop the site that they’d need. 
Is it for:

  • Possible Clients/Leads
  • Existing Clients/followers
  • Educate them/provide information
  • Public
  • Other

Once you recognize the correct audience, a different customer journey can be followed, while they navigate throughout your website. This assists to make the right decisions on the ongoing changes of the site.

What do they expect?

Take the chance to know your audience and their online behavior before you execute any modifications to your website. It’s oftentimes a good approach to experiment with some designs on your current site before you transform the entire body. That could be accomplished by having a web designer build the landing pages for your marketing campaigns. You could then start some A/B tests with your email or ad campaigns to see what was more effective. From there, you could further improve the page by producing small alterations to the page’s call to action (CTA) to recognize what runs for your target audience. Once you’ve gathered the data, you can apply it to your designs to construct an optimized website.

Setting the website’s goals

The digital marketing strategy should determine the goals. Those could involve lead generation, sales, or brand awareness. These objectives should be primary to any website redesign. While selecting a web designer or agency, you should request them to define how their design will satisfy these objectives.

Additionally, it is necessary to set out measurable KPIs for any specific goal. They can be based on keyword rankings, visits, conversions, bounce rate or average spending time on a page.

To guarantee that the website satisfies your goals, your website layout needs to reflect:

  • Brand Identity
  • User Experience (UX)
  • Search Engine Optimisation (SEO)
  • Conversion Rate Optimisation (CRO)


Brand Identity

A website provides a wide variety of information about your business. The majority of people will get an introductory idea of your brand by visiting your site, so make sure that you’re satisfied with how it’s designed.

Brand identity is important to User Experience and Conversion Rate Optimisation as it creates trust among the user and your company and it will affect their judgment. An inadequate experience on the website will have an effect on the brand and could have a harmful impact on performance.

The same fonts and styles are needed across every page on your website. If you have a mixed design on every page, this will make your site seem unprofessional.

Furthermore, as mentioned previously, one reason why web design is essential is that it creates unity across the whole website. Consistency encourages your audience to establish brand recognition and retains them engaged on the page for more extra time.

User Experience (UX)

A visually attractive website is essential as they will get a greater spontaneous response by observing something that they discover enjoyable. Nevertheless, many websites prioritize visuals over functionality. This is risky because viewers might fancy the look of a site, but if they have any difficulty using it and pages take many seconds to load, then they’re more likely to abandon that page. In this case, the money spent on the advertising campaign to promote your landing page or fulfill a conversion is all spent unnecessarily, as we have no positive results.

Web users have great expectations of the loading speed of a site. Images or videos must be compressed to reduce file size and stimulate server compression. It’s more beneficial to seek and be alert of site speed and file size, during the design steps rather than return tp make changes when it’s active.  

Responsive design is necessary

With the increase of use in mobile devices, responsive design is more needed than ever. 79% of internet traffic originates from users reaching the websites by mobile. Your readers will enter the site from a wide variety of devices, including smartphones, tablets, and desktop computers or laptops. If you desire these leads to continue on your site, you must guarantee that each person has a positive navigation experience. 

You need to make it as simple as possible for viewers to navigate through your site. If the user is not able to find what he is looking for, he is more likely to abandon the page and prefer your competitor. This likewise correlates to responsiveness. When utilizing mobile, it’s usually the case that contact forms don’t perform very well. This can produce a notable impression on final conversions.

Visuals, the fewer the better

Companies are ready to use visual components because they assist improve engagement on a website. Clients are 10 times more likely to engage with a video or an image than a text.

While visual details are great for engagement, some businesses are using too many of them. As a result, the site is overwhelming and fails its initial goal. Moreover, many images increase the possibility that some of them might not look pleasing to many of the readers. 38% of people refrain from engaging with a website if they find the design unattractive.

Page speed

You can possess an outstanding website design, but it won’t matter if your audience never manages to see it. 5 seconds is the maximum time that a usual user waits while a website is loading. Page speed is a crucial element of web design. It guarantees that your page loads swiftly, so your audience can reach information fast. It further affects your organic place during the SEO.  


Search Engine Optimisation (SEO)

Search engine optimization is all about maximizing the organic visibility on search engines, which can be accomplished through several on and off-site methods. Your site must be seen on search engines because about 93% of online activity rises on a search engine and about 60% of searches occurring on mobile. As mentioned previously, first impression always matters and all the possible buyers will make a small research before buying. 

A good structure as mentioned previously, will assist bots to generate a map of your website when they explore it and bring you better search results. Also, this results on a brand recognition when a user searches your company that came familiar with through a brand awareness campaign.

Moreover, aesthetics are necessary.

The design should look excellent so that users remain on your website and want to revisit it. This will increase bounce rate or even increase conversion in the near future, sales and income in general.


You’ll need your website to let you to input custom metadata and alt tags, which will give better description of pages and content. This provides bots more data about the page when they’re crawling your site. The page title and the meta description are likewise the first information that a user notices and will define whether they click on your link or not.


A site should have functionality for generating fresh content so that you have more pages indexed in Google. This will improve the odds that your site will be found on search engines and means that there is more information about your website on the internet. A site that is constantly growing will get poked by Google more often.

Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation is the method of improving your site to increase the possibilities that a user will perform a desired action and increase your conversion rate (CR).

A conversion will completely depend on your goals. It can include:

  • Filling out a form
  • Completing a purchase.
  • Booking Completion
  • Account Creation
  • Transaction Completion

It is needed to design your site so that it drives users to these call-to-action so that all the marketing campaigns bring results.  A high-quality web design and a big investment in the creation of your page will make all the difference. 

Analytics and Monitoring

As in all strategies, you must spend time analyzing. There is no such matter as an excellent website. It will require to continually adjust, improve and be optimized to perform how you need it to.

Most companies require a website that transforms its users into profitable action. For this reason, you’ll need to understand what sections of your website are operating well and what aren’t.

Every section of your website can be observed to optimize it for visitors. You should devote some time to reading the user journey and recognize the pages that aren’t producing traffic or converting. A helpful tool as anyone can use is Google Analytics, to achieve monitoring of all the actions on your page.

For these reasons, the redesign is essential for the continuous development of a page. 


Examine your website with the following parts in mind conversion rate, competition, branding, SEO, responsiveness and site speed. 

If you’re not achieving the results you’d wish and your site isn’t performing effectively for most of these factors, then it may be worth considering a redesign. Consider having your website done by a professional web designer who has a wide knowledge of the latest website marketing strategies to aid you to accomplish your goal.

To conclude, the website and the digital strategy go side by side. This is the reason why it should be treated like another company, as it is an extension of it or an additional shop that you own.

Τhe article was written by Giannis Doukas

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