The visuality of your online store (how it “looks”) can boost website sales by as much as 10,000% (Paul Boag, boagworld.com). Have you ever walked through a Macy’s during Winter and seen all of the decorations? Have you ever noticed how retailers consistently change the set-up of their store throughout the year? Retailers have used “visual strategies” for years and years, even hiring Visual Marketing Directors, all to increase consumer sales… and so should you. Even online, visuality can directly affect a user’s experience, and thus they’re likeliness to buy.

As an etailer, you should never ignore the need to make a lasting visual impression. Let’s just say, “looks are important.” And to help you out, there are a number of things you can do to improve the visuality of your online store.

Firstly, when it comes to choosing the size of your “Add to Shopping Cart” button, size matters. The shopping cart should be vivid enough (either in size or color) to catch the eye, and simple enough to allow quick and instant purchases.

Secondly, when it comes to converting visitors into customers, vivid and detailed photos of your products are an absolute necessity. Customers might already be nervous about purchasing something online that they can’t see for themselves “in-person.” Reduce their anxiety by providing a great photo of your product, and customers will be significantly more willing to purchase from you.

-Christopher Lin (@christophlin), lexity.com