Users buy products in different ways depending on who they are, what product they are buying and how much they trust the brand.
By understanding the user’s expectations of the site and brand, the site can be much more effective at turning visitors into customers. If the brand is well known, the user journey from landing page to conversion can be much more straightforward, whereas a smaller brand may need to look at including more detail to help encourage trust and persuade users to get in touch or complete a purchase.
Designing the site to make it fit users’ expectations is vitally important to keep them on the site, and this can only be achieved by combining a brand image and site design that works effectively for search presence.
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