Clicks to Bricks: Rebirth of Retail in 2022

Clicks to Bricks: Rebirth of Retail in 2022

Everything old is new again. That saying is true in fashion, in politics and even in the retail industry. 10 years ago, and even just a few years ago, it was much more affordable and strategically viable to connect with customers online, rather than opening a traditional brick-and-mortar retail location. But with rising digital advertising spends companies are seeing the Customer Acquisition Cost increase and spiral out of control. It’s pricey to acquire new online customers. So pricey that brands are looking to get back into the physical space and it’s a trend that’s already starting to happen. 

According to Forrester Consulting on behalf of Spotify 32% of brands said they’ll be establishing or expanding their pop-up and retail experiences in 2022. 31% of brands said they’d be expanding their physical retail store footprint this coming year as well. 

In this blog we’ll break down why brands are returning to retail space, analyze the ‘clicks to bricks’ strategy and see if retail is right for you.

Clicks to Bricks?

Clicks to bricks is the strategy of driving online shoppers toward your physical retail space. Simple, no? It’s a sales funnel/user journey that begins online and ends in-store. Brands allow shoppers the option of browsing an online catalog and purchasing or picking-up the item at your retail location. Combining both digital and physical retail gives retailers the best of both worlds while offering customers multiple ways to shop, based on their own preferences. It is estimated that eCommerce takes about 21% of all retail sales, so going retail-only isn’t advisable either. Clicks to Bricks is gaining in popularity because of the flexibility it offers customers and the impact it has on a brand’s bottom line.

The benefits of a clicks to bricks strategy

Customer acquisition costs (CAC) are rising, and fast. You’re not the only company in the world trying to grow their digital presence, space and revenue. As more and more businesses enter and expand in the digital space the cost of getting yourself in front of customers only increases. Simply put there are now more businesses vying to fill up and exploit the already-limited digital advertising channels. But as Google is charging more and more for ad space on their platform, retail rent is remaining steady, and in many parts of the country, available at a dramatic discount. (Retail rent can and should be included in your CAC.

Your online store opens up your customer base to potentially a worldwide audience, but many customers still enjoy and prefer the simple act of visiting a store. This is especially true for clothing and fashion retailers. No matter how flexible and easy a clothing retailer’s digital return policy is, it will never replace the physical act of trying on the clothes yourself, making sure it fits just right or confirming that it does not. Having a local brick and mortar location is still a good thing. According to the Forrester Consulting study, partnering with Shopify, nearly half (47%) of customers said that a local presence was a ‘significant’ or ‘very significant’ influence on which brands they have chosen in the last 12 months.

Clicks to Bricks Challenges

Of course there are risks involved with opening and maintaining your brick and mortar location. Let’s take a look at a few:

Hiring and retaining employees – As if it’s not enough to worry about your retail space, your POS system, your inventory,  maintenance and overhead but you also have to worry about employees. In any brick and mortar location they are going to be the living embodiment of your brand and the first interaction many customers will have with you. Not only do they need to be competent in their jobs and interact well with customers, they also need to actively champion and embody your brand’s values. This is easier said than done even with years of retail experience across multiple franchises. 

Brand Consistency – For a brand moving from the digital space to a physical retail space you will need to take the digital culture you have built and manifest it into the real world. For any digital brand, customers must feel that your retail space is your digital brand, manifest into reality. That applies to your products, store layout and even your employees. If your website and brand are more on the serious side, then your physical space needs to reflect that in its design and layout. While a more ‘lighthearted’ product or brand can afford to have a more playful and bright retail layout. The most important thing to know is your brand identity. Without that, you can’t begin to manifest correctly in the real world.

Omnichannel inventory management

Just a short time ago we dedicated a few blogs to the applications and extensions that are currently available to build and maintain a better Onmichannel system. To learn more about which extensions our expert Development team works with and recommends check out the blog, “How to Integrate Omnichannel Management in Your Magento Site”. While the blog title may be seasonal there are extensions and inventory management tactics that are evergreen in our blog, “Building a successful holiday pop-up shop”.

Who is doing it right?

Casper Mattress is an excellent case study for retail success. The mattress store started off as online-only. But, like many products, there is no digital substitute for actually trying it out for yourself and feeling the bed underneath you. You can’t lay on a mattress that’s on your desktop screen. 

Casper is the go-to case study for direct-to-consumer business owners. 

“Customers are going to do their own research,” said CEO Philip Krim. “They’re walking into stores to aid their education. Oftentimes those are happening at the same time. People are on their phones reading about products while looking at them on the shelves.”

While incorporating a physical retail space into their business model, Casper now boasted multiple touchpoints and the capability to engage with customers in their preferred manner, whether that all-online, all- in-person, or some combination. They embraced a strategy that was ‘channel-agnostic’ and embraced the retail portion of their business model. In a relatively short amount of time Casper has now expanded to more than 70 retail stores across the country and experiential retail now plays a huge role in their stores and strategy. 

Philip says. “We’re just as happy if you buy Casper products through one of our retail partners as we are through our retail-owned and -operated stores, or on our ecommerce store.”

Bringing it all together

With customers longing for great retail experiences and a return to normalcy, coupled with the sinking costs of retail leasing and rent, now is the perfect time to get back, or get into the retail space. But there are obstacles in the way. Good thing that we’ve been working with brands for more than 20 years to expand and improve their offerings and capabilities. Message us today and let’s get started.

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Subscription Sales Strategy: Flexible, Scalable & Required

Subscription Sales Strategy: Flexible, Scalable & Required

There have been many changes to the eCommerce landscape over the last 20 months. Purchasing habits that were once rare and occasional just a short time ago are now considered routine. Prosper Insights and Analytics released a survey that showed that nearly half of all adult respondents reported that new shopping behaviors were becoming “recurring habits”. The portion of the market that has benefited the most from this shift are eCommerce merchant Subscription offers. The Subscriptions market for physical goods has grown 90% since the start of 2020. It’s not like Subscription services are a ‘new’ thing, they have always been a growth tool. But new market pressures, an emphasis on customer retention and technological advancements have made the Subscription model and service not only more functional but desirable for both merchants and customers. In this blog we’ll dive a little deeper into the Subscription model, why now is the time to implement this shopping tool, what customers expect and how to deliver on those expectations  on a regular and consistent basis.

There’s no time like the present

Simply put, millions of Americans go online to purchase their everyday needs and your site’s user experience needs to be as frictionless and personalized as possible so you can provide your share of needed products. For years now, customers have shown a willingness to purchase digital subscription products. Think Netflix, Spotify and even Patreon.. This boom in subscription digital products has now begun to bleed into physical goods. Whether due to the pandemic, the shifting needs of consumers, technological advances or some combination of the three, customers now want the products they rely on, delivered on a repeat basis without the need to ‘checkout’ each time. If you don’t already offer any sort of subscription service it’s only a matter of time before it becomes crucial, and odds are your competitors are already experimenting, if not already completely committed to Subscription services sales.

Subscriptions unlock long term growth

Targeting and acquiring customers has and always will be a struggle. It’s hard enough as it is but Apple’s recent changes to their Privacy agreement has made it even more difficult to identify and capture prospective customers. Brands everywhere are taking a second look at their customer engagement strategy. Brands of all sizes face the same challenge: they are spending tons and tons of advertising dollars attempting to get customers to discover and love their product but not being able to convert that first purchase into a second or third. It’s a bit of a leaky bucket and a lost opportunity, as there is a chance there to retain that customer and encourage additional sales. Offering a Subscription service can patch that hole in the bucket and launch a long-term relationship with your customers. For any eCommerce brand that wants to get serious about driving incremental LTV and growth, subscriptions (whether it be subscribe & save, membership, pure-play subscriptions) are probably the most effective way to maximize their investment into customers to date.

What trends are we seeing from shoppers?

The modern customer expects brands to know them on a personal level, while not being ‘too close’. You need to be able to personalize their customer journey while not encroaching on their privacy. It’s a very fine line to walk and starts with understanding how customers want to shop. A Subscription service allows your customers to dictate the terms of agreement (price, timing of delivery, quantity) which is extremely empowering from their perspective and infinitely valuable to your brand. By purchasing a subscription service your customers are telling you exactly what they want from you, how many they want and when they want it. This arrangement not only pays financial dividends to you immediately but it also provides you with vital information you can use to better plan for future products, product launches, offers, demand planning and inventory management. 

Even if your brand does not identify as a ‘Subscription’ business and it’s not something you have ever offered before, subscriptions are an engagement lever that is now more widely available due to improved technology, as you are now seeing physical-goods subscriptions being offered in every industry and vertical. From clothing to beauty products, to pet care and food, subscription services are now becoming the standard. 

Subscription services offer long term revenue streams, establish long term customer relationships, establish and open channel of communication and give you the ability to better understand customer needs and order patterns.

How should your brand think about subscriptions?

We want to debunk the myth that Subscriptions for physical goods aren’t just for “box” businesses. With the advent of new extensions and tools, Subscription services can now be added to any brand’s business model. Whether you are new to Subscriptions, rapidly expanding or Subscription-based only there are a world of options open to you. It’s important to remember that Subscriptions shouldn’t be a gargantuan task, requiring new customer support or dev team members. It’s another tool in your tool kit that, if set up and maintained properly, can provide you with a steady stream of income and amazing insights.

Bringing it all together

While technology has made it easier to build and fulfill a Subscription service that will appeal to a wide range of users, it’s still no walk-in-the-park to long term financial success and stability. It is of utmost importance to build a Subscription model that fits your products and margins. And, perhaps most importantly, have the structures in place to fulfill these recurring orders. Good news is, we’re experts in this field. Contact a member of our team today and let’s figure out a plan that works for you.

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2022 Shipping Rate Changes: how to prep & what to expect

2022 Shipping Rate Changes: how to prep & what to expect

It seems like every year there are changes and updates made to shipping costs and this year is certainly no exception. Between the labor shortage, fuel costs and an unexpected backup-at-the-ports, carriers are definitely looking at an increase in costs which they will no doubt be passing along to you, the shipper. If you ship in the United States using UPS, DHL, or USPS you can count on an increase in shipping rates.  In this blog we’re going to review some of the changes made to shipping and what you can do about it in 2022.


Effective Date: January 9th, 2022

-Retail rates for First Class Package Service will increase by $0.50 for packages weighing 1–4 ounces, $0.30 for packages weighing 5–12 ounces, and $0.80–$1.70 for packages over 12 oz.

-Retail rates for Priority Mail Express will increase by 3.1% overall


Effective Date: December 26th, 2021

Not waiting until the new year, UPS implemented their new charges the day after Christmas. UPS published rates will increase by an average of 5.9%.

-UPS is making changes to the costs for value-added services and other charges.

Effective Date: January 9th, 2022

-The ZIP codes for which area surcharges apply will change. These include Delivery Area Surcharge, Extended Area Surcharge, and Remote Area Surcharge. Click here to see the full list of applicable ZIP codes.

DHL Express

Effective Jan 1, 2022 DHL Express retail rates will increase by an average of 5.9% for DHL Express Worldwide shipping service.

Canada Post

Effective January 10, 2022, Canada Post rates will increase by an average of 3.5% domestically and 2.8% to the US and internationally.

How to optimize your shipping strategy

The options available to you are largely based on your current shipping strategy; fee, flat rate or calculated shipping. Depending on which shipping option(s) your brand offers you will need to adjust your strategy accordingly.

Free Shipping

If you offer Free Shipping here are some options available to you:

An Increase in product prices – If you’re still dead-set on maintaining your ‘free shipping’ options then an increase in product prices may be where you make up the loss incurred from the increased shipping costs. If you increase your products’ prices by the same percentage as these shipping increases you will maintain your magins. Although, your repeat and loyal customers may notice an increase in price, which could lead to an impact in their purchase frequency and shopping habits. This may be something worth A/B testing. 

You could just do nothing – If you choose this route then you’ll need to absorb the increased cost of shipping yourself. Confirm your margins and your profitability before taking this route. 

Consider a switch to ‘Free Shipping Minimums” – There is a compromise to be found between increasing your product prices and doing nothing. And that compromise is to add a free shipping minimum. This tactic has been shown to increase the average order value, which will help to offset the increased cost in shipping. This strategy will also pass along the cost of shipping directly to your customers if their order fails to reach the minimum threshold.

Flat Rate

If you offer Flat Rate Shipping here are some options available to you:

You could just do nothing – Same as with Free Shipping, if you choose to do nothing then you’ll have to eat the cost yourself. Confirm this plan’s sustainability and long term functionality. 

Adjust or introduce Order Value Ranges – There’s no rule that says your flat rates need to be the same for every order. Consider offering a higher flat rate on smaller orders and lower flat rates as orders and cart sizes increase. This will help off-set the increase in shipping costs. 

Increase product prices – If you increase your products’ prices by the same percentage as these shipping increases you will maintain your magins. Although, your repeat and loyal customers may notice an increase in price, which could lead to an impact in their purchase frequency. 

Increase Flat Rate Shipping – This increase may lead to similar results as an increase in product prices and it may impact your abandoned cart rates as customers will see this charge later on in the sales process. Consider altering the messaging and frequency of your Cart Abandonment emails if this is the path you choose.

Calculated Shipping Rate

If you offer Calculated Shipping here are some options available to you:

You could just do nothing – If you use a calculated rates provider or app and you choose to do nothing then these new charges will be automatically updated as soon as they are implemented. 

Decrease Product Price – Since your shipping rates are going to be automatically updated via your carrier extensions and applications a decrease in product price is an option. Once again, ensure that your margins are sustainable and pricing remains consistent and strategically in-line with the rest of your product line and your competitors.

Adjust for 2022 and beyond

While your current 2022 budget may need to be adjusted to account for some of these new charges, this might be a blessing in disguise. You could use this opportunity to rethink your entire shipping strategy from the ground up. If none of your calculations hit on your target margin, pricing strategy or shipping rate then it is time to go back to the drawing board. The team here at InteractOne is experienced and knowledgeable and ready to help craft a shipping strategy that works for you and your plans.

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Holiday Topics to Avoid When Talking to eCommerce Pros

Holiday Topics to Avoid When Talking to eCommerce Pros

The holiday season is in full-swing, meaning it’s only a matter of time before you have a big get-together. Whether your get-together is work related or just for family there are a handful of topics everyone knows to steer clear of; politics and religion. But, there are some more topics you may want to avoid, especially if you have any eCommerce-related guests sipping your eggnog. 

Topics to avoid during the holidays if you’re talking to an eCommerce site developer

Dinner will be late: If there will be a delay in the meal please do everything you can do to keep from bringing it to your Developer’s attention. Developers live in a world of constant delays and inputs, often coming from unexpected stakeholders. Reassure the Developer that everything is under control and offer them another drink, perhaps something with Red Bull in it. 

Topics to avoid during the holidays if you’re talking to an email marketing manager

SPAM – There are many people that incorporate SPAM into their holiday meals and appetizers. If you are one of those people then please just don’t bring up SPAM to the email marketing manager in your life. It’s just too much of a sore spot.

Topics to avoid during the holidays if you’re talking to a CEO

“May I be excused from the table?”. The CEO in your life just can’t handle another walk-out. The CEO at your party just had their lead developer quit without giving notice this last Friday and they have three proposals out that haven’t even gotten a reply, not even to confirm receipt!  With all of that on their plate  they definitely don’t need to hear you proclaim that you’re done early too! Now sit down and finish your mashed potatoes.

Topics to avoid during the holidays if you’re talking to an eCommerce manager

SALES!!  – Black Friday, Cyber Monday, Hanukkah, Christmas Eve, End of Year, and New Years  – the eComm manager in your life has already had their entire life revolve around ‘sales’ for weeks now. This person has been responsible for coding more coupons into databases and emails than you can imagine. Every day of December is a new opportunity to screw something up and cost the company countless revenue. At any moment the party could be over for your eCommerce manager as they have to return and take care of some customer service. Please avoid this topic at all costs.

Topics to avoid during the holidays if you’re talking to a copywriter

Grace – The Copywriter in your life lives and dies by their word. But just because they’re great with words doesn’t mean they want to give a speech today. Saying ‘Grace’ really isn’t that much different from client facing work; you have to string together some buzzwords and empty platitudes to play to a room full of people you’re forced to care about.

… On second thought, considering how much writers love words and especially their own words, the Copywriter in your life may want nothing more than to be the center of attention and say Grace. Please confirm with your Copywriter before proceeding.

Topics to avoid during the holidays if you’re talking to a content creator

Posting to Social Media – Content creators spend all day everyday taking shots, writing copy and posting to social media. With that in mind please give them 1 day off and ask someone else to take and post the family/company photo.

Facebook misinformation – The content creators in your life don’t control the social media algorithm. They can’t ‘fix the country’ or ‘save democracy’. Enjoy your pie and leave them alone. They just don’t want to hear it.

Topics to avoid during the holidays if you’re talking to a salesperson

Robocalls – this topic hits a little too close to home.

Topics to avoid during the holidays if you’re talking to a Designer

Family/Company photos – If you used the wrong lens, filter or camera the Designer in your life will know. If you arranged everyone in the wrong order for the photo the Designer in your life will most certainly notice your poor positioning and will probably have to fix it in Post.

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Evoke Emotion & Encourage Sales with your Color Palette

Evoke Emotion & Encourage Sales with your Color Palette

Setting up an eCommerce website for your business or personal brand is an exciting step. Not only are you making an investment in the future success of your company, but you’re also making a statement by creating a public space for your brand. Once your eCommerce website is up and active, it will be the place where people go to learn more about your business,  and form an opinion about your brand.  Guests will be influenced consciously and subconsciously based on the color scheme you incorporate into the site’s overall design. And this visual influence will ultimately play a role in deciding if they want to spend money on your products or services. 

That is why it is so important to create a color scheme that matches not only your brand but evokes the desired emotion you want your visitors to feel when they are engaged with your brand. 

In this blog post, we’ll go into why you should care about website color schemes, what they can say about you and your brand, how to pick the right color palette for your website, and tools that can help get you started.

What exactly is a website color scheme?

It is simply a collection of all the colors you use on your brand’s website. This includes every design element — such as the text, backgrounds, images, shapes — no matter how big or small. If it’s on your webpage, it’s part of your website color scheme. (If you have corporate brand guidelines, these choices will be driven by that document. If not, this is an opportunity to develop one.)

However, a color scheme is more than just the colors displayed on a webpage. It’s also the different weights that you assign to each color. For example, if you’re using bright red on your website, you’ll need to decide how big of a presence you want that shade of red to have in the overall look of your website.

Why is your color scheme so important?

Before we dive into the process of how to select the right color scheme for your site, it is important to understand why your color scheme matters so much. 

Choosing the right colors for the design of your website is crucial for your online success because they gain a reaction from your targeted audience. Colors can be  used  to stir your visitor’s emotions, to peak their interest – a simple color can become synonymous with a brand and choosing the correct color scheme can  increase brand recognition and extend beyond your website.  

Think about your favorite brands — what colors do they conjure up in your mind’s eye? For instance, do you think of blue when you think of Tiffany’s? Red when you think of Target? Yellow when you think of McDonald’s? If you answered yes, and happen to go to any of those brands’ websites, you’ll likely see those colors prominently featured. You have the same opportunity with your website design – to make a similar impression on your customers with the colors you choose. 

When deciding on how to make that impact, your color scheme is the first place you should start. Remember to be mindful of color psychology and the effect color can have on the emotions of your site visitors. While it’s not a requirement to follow the “rules” of color psychology, it can help you focus on the message and feeling you want your site to convey.

Here’s a quick overview of color psychology, and what different colors might convey:

  • Red: A bold color that evokes strong emotion. With its intensity, it creates a sense of urgency. For example, Target. 
  • Orange: Cheerful and confident, orange conveys the idea of enthusiasm. However, it can come off as the color of caution as well. For example, Amazon. 
  • Yellow: Like orange, yellow provides a cheerful feeling. It represents optimism and is usually attention-grabbing. One thing to consider, however, is that some shades can strain the eye. For example, McDonald’s.
  • Green: Represents growth and nature. It signifies health, serenity, and tranquility. It is associated with wealth. For example, Starbucks. 
  • Blue: This color is associated with water, and provides a feeling of calmness and serenity. Blue creates a sense of security and trust and is often used for corporations. For example, Facebook.
  • Purple: The color of wealth and success. It’s a powerful color, but also represents creativity. For example, FedEx.
  • Brown: Friendly, earthy, and commonly represents the outdoors. For example, UPS.
  • Black: A color with a sophisticated feeling. It’s often what we think of with “sleek” brands because of its exclusivity and mystery. For example, Nike.
  • Gray: Provides a feeling of security, reliability, and intelligence. For example, Lexus.
  • White: Provides a clean or neutral feeling. It’s a key color because it adds breathing room and what is referred to as “white space.” For example, Adidas.

If you already have a logo or brand colors ask yourself, do they evoke the emotion you want from your customers? If not, it may be time for a redesign to focus on  colors that test well with your audience and connect with your industry.


How to choose the right color scheme for your website:

A little research in color theory and color psychology can go a long way in helping you choose the right color palette for your website. Everyone wants to get their site up and running as soon as possible, but there are a few things you should consider before you hit Publish that you should know:

Who Is Your Target Audience: Before you decide on website color schemes, you should do some research into which colors are most popular among the people you’re trying to connect with. For example, if your target audience is men over 50, you’re probably going to choose sleek blue and gray tones over bright pinks and yellows.

Which Colors Are Your Competitors Using: Certain industries tend to gravitate towards specific colors. For example, wellness brands tend to use a lot of neutral, earthy tones, and children’s brands typically use pastels or bright, playful colors (imagine a child’s brand that relies heavily on blacks and grays). Yes, you want to stand out from your competitors, but you don’t want your color choices to confuse or alienate your target audience so look into different variations of similar colors to ensure you stand out.

Do your research: The colors you use in your web design will affect how people perceive your brand, whether they realize it or not. As we discussed above, your first step in choosing your website color palette should be researching color theory and color psychology to learn how different colors are related to different emotions.

Keep up with industry trends: Having a better understanding of color trends gives you great insight into what’s emerging in the marketplace, helping you create a website that is new & progressive. Note: Change for the sake of change isn’t always a good thing. Too much change to keep up with the times can confuse your customers so be sure to continuously test what is working and what is not. 

Ensure you have balance: Think about the color harmonies, usually when deciding on a color palette you’ll begin with the dominant color as it will hold the most weight on your website. For instance, Target’s dominant color is red. From there, work your way back to lighter colors to compliment your dominant color. Use the below balance tool as a reference once you are ready to get started. 

The easiest way to select color combinations for your site is by using the color wheel and applying the principles of analogous, complementary, monochromatic, and triad color harmonies.

As you select your colors, remember that the types listed above aren’t definitive rules. They are meant to give you a general idea of the overall feel you want your site to have, but they’re by no means the only ways to create a palette that works for your brand. In addition, be careful about using too many colors as they risk competing against one another and causing eye fatigue or overwhelming your customers. How do you get around this? Introduce new experimental colors in small quantities to reduce risk.

Where to find color inspiration for your website:

Inspiration is everywhere, it can be found in the outdoors, by studying different design fields, watching your  competitors , and by staying informed with web/ branding trends. To help you on your color journey here are some of the trusted, easy-to-use resources we recommend: 

Pantone: Pantone is the design industry leader when it comes to choosing the right colors and provides the latest in color trends across all forms of marketing and graphic arts industries. Pantone is a physical color index and the perfect tool for any designer or business crafting products that are printed. 

Pinterest: Pinterest holds an impressive amount of color palettes created by designers and creatives all around the globe. Simply search by color, season, or theme for instant color inspiration.

From bright Pantone swatches to colorful idea boards, dedicated color websites and blogs can be a great way to experience unique color combinations you might not have thought to try otherwise. Try the below free sites for instant color palette inspiration.

Paletton: This color palette generator is great because it has several different modes, such as a color-blind simulation. It’s also useful for seeing how different visitors will view your color scheme, which is especially helpful if you can’t do a lot of in-person user testing on the site.

Coolors: This handy tool is great for testing different colors next to each other. Featuring a drag-and-drop interface, it allows you to not only customize your color palette but move things around to see what looks best or clashes next to another color. 

Canva’s color wheel: This colorful tool by the Canva team is a great resource for picking out a new palette and for learning even more about the color theory we referenced earlier. It’ll help you discover different combinations based on those theories, so you know your decision is backed by art and science.

BrandColors: BrandColors shows you how leading brands use color to differentiate their businesses, tell their brand stories and let their customers know what they stand for. You can scroll alphabetically through a list of corporations, nonprofits, and startups, or search by brand name.

If you already have images, logos, or branding that your website colors have to match consider using sites like Color Hunter, Adobe Color, Paletton, or Hex Color Scheme.

Test out the final product

When you’re finished choosing your colors and designing your website, you’ll need to test it out to see how it will look when it goes live. Think about it: you test your CTAs, headlines, and other website elements. Why should color be any different? A website behavior analysis tool like Crazy Egg offers the perfect opportunity to figure out how your audience responds to your current color palette and can help you make better-informed decisions on the overall design and palette of your website. For example, you are creating a website for a sports team who normally gravitate towards bolder, darker colors, but you decide to choose the colors pink and blue and you find out during the testing phase that your audience doesn’t like it or doesn’t react how you want them to. Without testing, you would not have known this feedback and wouldn’t have had the opportunity to change it.

Bringing it all together

When it comes to running a website or a business (or both!), it’s always a good idea to look for ways to simplify basic processes. After all, the less time you spend on basic tasks, the more time you’ll have to spend on processes and decisions that have a bigger impact on your success.  And when you have an established color scheme, you make basic design choices much easier, both for yourself and for your designers and developers. Are you ready to incorporate the right color palette onto your website to evoke the right emotions with your customers and need expert help?

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