Table of Contents Introduction..1 Research Plan..2 Results.5 Discussion of Results12 Recommendations.

13 Abstract The purpose of this report is to explore the best methods to use in ecommerce in order to increase sales. In order to research website dynamic, a 5 step plan was conducted that included 1) developing evaluation criteria, 2) gathering information, 3) comparing several retailers webpages, 4) analyzing horizontal vs. vertical webpages and 5) analyzing color in regards to calling attention to the consumer. From my research, I came up with 3 basic findings: that there is no best layout, horizontal headers are more effective, and that bright or unusual colors to the design should be used to call attention. These findings are further explained in my recommendations for the ultimate e-commerce page. Following these guidelines will help to better drive sales for your company.

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How Many Clicks? An Analysis of Website Dynamic to Help Drive Sales

Introduction
Its not about making the store work best for the shopper, its about making the shopper work for the store. This same concept can be directly applied to the ever-growing e-commerce sector of the retail industry. The main purpose of this analytical report is to research the importance of how webpages are laid out for retailers in order to better drive sales. I am going to conduct this research report for the ECommerce divisions of the retail community, and all those who work directly with E-commerce. The main problem of retailers in the present day is the continuation of the old school retail day, to an ever-expanding 24/7 online presence. In order to stay relevant, it is of the upmost importance for retailers to make effective use of the online platform. Far too many retailers do not use this presence to its full potential, which is a huge problem. As we move into the future website organization and layout is very important to understand, and we must continually reevaluate what works and what doesnt. This report gives a comprehensive overview of what works best now, and what has not worked in the past. It will also take a peek into the future of experimental procedures taking place in E-commerce. In the

end, it is all about driving sales, increasing visibility of hot products and upholding the branding image of the organization. To complete this research I am going to analyze several online retailers, and compare the webpage designs. Another crucial element to the research is looking at the raw research that has been conducted on the placement of images, links and headings. Although the details may be minor, moving an image down 10%, or enlarging it by 10% could make all the difference in driving sales. This report includes 4 sections: a) the research plan, b) the results of the research, c) a discussion of the results, and d) a conclusion and recommendations to retailers and E-commerce divisions of the retail community.

Research Plan
In order to find the most effective website structure and dynamic, I followed a five phase research plan: Phase 1: Develop Evaluation Criteria Phase 2: Gather Information Phase 3: Compare Website Layouts of Several Retailers Phase 4: Analyze Vertical versus Horizontal Headed Webpages Phase 5: Analyze the Use of Color in Regards to Attentio

Phase 1: Develop Evaluation Criteria In order to make an effective research plan, some main points had to be chosen in regards to E-commerce and what best drives sales. Those include: Website Layout-Retailers use different strategies in regards to laying out there webpages. Consumer response, and driving sales is ultimately the most important factor. What makes a website layout good, and draws the attention of potential buyers. Direction of Headers-Does the direction of the header matter? Has horizontal or vertical proven to be the preferred choice because of effectiveness? Color Calling Attention-What color strategies do online retailers use to call to attention important buttons on the page such as add to cart, buy now, etc. These criteria were the basis of my evaluation, and will be further emphasized later in the methodology, and also in the results section of this report.

Phase 2: Gather Information Although I am a retail merchandising student, and have briefly studied E-commerce and its effectiveness in the past, I ultimately had to search out additional sources in order to complete my research. To do so I

conceptualized my ideas for research into key topics as explained above, and therefore was able to use keywords, such as website layout, effectiveness of color for webpages etc., to search Google.com in order to find various online sources. As other sources of information, I used the same key words to find print sources, such as newspapers and scholastic journals to diversify the extent of my sources. In addition to this, I conducted a survey of 10 students in my apartment building on their opinions on these topics. In the end, my search results were enormous and had to be refined to the best options for this report. I bookmarked several pages, and read various articles and webpages before ultimately choosing my final sources for this report.

Phase 3: Compare Website Layouts of Several Retailers I concentrated on 3 for this section: Caf Evoke, Wear you Belong, and Starbucks because these companies varied in consumer popularity and I wanted to get an overall consensus regardless of how well known the company was. I found these webpages from an article entitles 50 Responsive Website Designs. To put this phase into action, I analyzed the socialdriver.com article findings and I also conducted a survey among 10 people in my apartment building.

Phase 4: Analyze Vertical versus Horizontal Headed Webpages To conduct this research, I looked at various webpages. I made a hypothesis that horizontal webpages were more effective from personal use. I used my own opinions, friends opinions, as well as online research to come to my conclusion.

Phase 5: Analyze the Use of Color in Regards to Attention I explored dozens of retailers, looking at the call-to-attention tactics. To complete my research, I found various studies that analyzed the effects of color. These were completed through mainly web searches.

Results of Research
In this section, I will describe the finding of my research in order to divide the most efficient webpage. I will compare and contrast research to show the good and the bad to ultimately devise a plan of action for retailers to use when re-evaluating a new plan for E-commerce in order to drive better sales. Result: There is no best layout, but having a responsive design is what matters. Ultimately, the main priority for customers is not how pretty the design is, but how interactive and evoking it is (social driver).

Caf Evoke really knows their customers well and have very close attention to detail on their webpage. The websites navigation is very easy to use and intuitive (socialdriver). All important aspects are clearly defined: the logo, social media links, hours and offerings.

The typography used on this webpage blends seamlessly with their product image, which creates ease for the customer. There is an overall 6

comprehensive view and the web page is easy to navigate. You see what you get in all aspects of design, which helps sales of the product (socialdriver).

Starbucks is an excellent corporate example of responsive design. The web design seamlessly transitions from desktop to mobile with a phone-ready design as well (socialdriver). The navigation is easy to use and very responsive. In conducting a survey taken by 10 recipients in my apartment building, the most standout response for a great webpage was how interactive it is (A. Griesbach, survey). The overall look did not mater as much as the ease of use and responsiveness of the page according to the survey takers. 7

Result: Horizontal Navigation bars are more effective Today, most websites use horizontal navigation which a few exceptions for minor menus in addition (Uehera). Using a vertical, left hand side design is out-of-date. The reason that horizontal navigation trumps vertical is because design should be based on careful content analysis, horizontal structures better use prime real estate, and creates an overall simplified look (Lazarus). Consumers need the ability to search and browse among different categories and products thoroughly and quickly, so an intuitive navigation system is essential (Moradi). A vertical navigation bar wastes valuable space that could be used for other things. Studies show that the left side of a page draws users eyes more often (Lazarus) and they are better used on selling merchandise, vs. headlines. Also, if the main headings are continually on the top of the screen, it allows the consumers to more easily navigate, versus having to scroll to find a heading

This website is a prime example of an effective heading. All of the information is easily accessible, yet the attention is drawn to the mans name and to the imagery (Conaway).

Result: Vivid Colors such as Red, Orange, and Neons should only be used to draw attention One of the most effective tactics to drive sales would be to make sure that you have an effective call to action (Moth). There is not an exact formula to deciding what the best call-to action is, but ultimately tweaking and testing what works best for your retail site is what it takes.

The call-to action aspect of your page needs to be the most obvious feature, so it should most definitely be an eye-catching color (Moth). Reds, oranges and neons are best, but anything that really stands out on your webpage is ideal.

This image would an example of what you would not want to do (John Lewis). The grayed out add to basket button is ineffective of calling attention to the consumer to buy.

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In contrast, Spotifys website is a great example of a call -to-action (Spotify). The button is vivid, and it explains the sales pitch of signing up initially for free.

Ultimately, as a retailer even the difference between choosing one vibrant color vs. the next could better drive sales. It is important to continually find which call-to-action color is the most appealing to your

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particular target segment (Moth). Experimenting with what works best is important.

Discussions of Results
Based on my research, I have come up with three conclusions, which suggest the steps necessary in order to drive sales online based off of website dynamic. Interactive Design is of the Upmost Importance There is a constant struggle for e-commerce analysts for what makes the best design for a page. The most important aspect is having not only a visually appealing page, but also allowing for a level of interactiveness for the consumer. This should be prevalent on the platforms of a desktop computer as well as mobile devices. Horizontal Navigation Bars should be used for Main Headings In order not to waste prime real estate space on your webpage, headings should be horizontal on the top. This leaves them easy to access, but does not distract from the ultimate mission, selling the product. You must call to attention important aspects of your webpage Buy now buttons should always stand out. It is necessary to use a color that is not commonly used on the page that will grasp the consumers attention. If you want to call attention to a certain aspect of

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your page, be bold and let other non-important aspects fade into the background.

Recommendations
In conclusion, it is important to constantly reevaluate your ecommerce page and keep up with the latest studies in regards to making it better. I recommend the following actions: Make your webpage interactive Use a horizontal header for main headings Use outstanding colors for call-to-attention aspects of your webpage If all goes well, the sales of your webpage should increase. The ease and effectiveness of integrating your e-commerce website with this new knowledge should be very beneficial to your business

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Works Cited
50 Best Responsive Website Design Examples of 2013. (n.d.). Social Driver. Retrieved December 19, 2013, from http://socialdriver.com/2013/06/50-best-responsive-website-designexamples-of-2013/ 7 Tips for Effective E-commerce. (n.d.).Small Business Ideas and Resources for Entrepreneurs. Retrieved December 20, 2013, from http://www.inc.com/ss/7-tips-for-effective-e-commerce#6 A. Griesbach, Survey to Floco Fusion Residents, December,10 2013 John Lewis | iPads, TVs, Furniture, Fashion & More. (n.d.). John Lewis. Retrieved December 19, 2013, from http://www.johnlewis.com/ Lazuris, L. (n.d.). Smashing Magazine.The Case Against Vertical Navigation. Retrieved December 19, 2013, from http://www.smashingmagazine.com/2010/01/11/the-case-againstvertical-navigation/ Moradi, M. (n.d.). Six Revisions. Six Revisions RSS. Retrieved December 20, 2013, from http://sixrevisions.com/user-interface/e-commercewebsite-features-tips-examples/ Music for everyone.. (n.d.). - Spotify. Retrieved December 18, 2013, from https://www.spotify.com/ Uehera, J. (n.d.). Vertical Navigation vs. Horizontal Navigation: Your Take?.1stwebdesigner. Retrieved December 19, 2013, from http://www.1stwebdesigner.com/design/side-navigation-forwebsites/