Website design really matters
Websites are so crucial for brands. It is one of the main channels for customers to know about the brands and products. People can make a purchase at the official brands’ websites as soon as they are conveyed by its contents. As a result, the importance of UX becomes higher.
I recently browsed the official website of a skincare brand called erbaviva.
Erbaviva is a premium lifestyle beauty brand where approximately 70% of products are usda certified — the highest standard of organic. Many beauty brands claim they are “natural” but erbaviva is usda certified organic.
Let’s start with the layout and design. It has a very typical brand official website. As an organic skincare brand, the soft earth tone of the whole page brings a sense of “healthy and nature” as soon as I open the website. The front and KV style reflect the theme: simple product placement with nature backgrounds and concise sentences with keywords that inform viewers of product categories. The sections are divided very clear. At least I know how to get to the areas that I’m interested in. The shopping section provides specific sections on its buying purposes: mama, baby, body, travel, and gifts.
The most creative point for this website is that it shows all the certificates right below the product names. This design caters to its target audiences’ concerns: whether it is really organic. Those certificate patterns subtly eliminate their worries at the first step, which I think it’s very clever.
The product introductions follow a simple and straightforward style. No flowers of speech, just descriptions of the products: ingredients, volume, and suitable crowd. The product page’s layout is exact: you can just scroll the mouse, and everything is just followed. No drama videos or animations inside.
I would like to rate this website as 75/100. Everything aligns with its brand image: the layout, KV styles, and the contents. Someone may treat it as boring, but considering the target audiences, I think this behavior is very clever. Erbaviva does an outstanding job in “less is more.” But erbaviva can improve its page on its contents and AI functions, which I think two can help erbaviva have a new increase in its selling. For the content part, it is doing an excellent job attracting their existing customs; they can do better on helping the passer-by or potential customers find out their potential needs and then convert to purchase. For example, in the gift session, erbaviva should highlight the scenarios to inform consumers of why they should buy the products. Erbaviva can even add some light music and videos to help create the atmosphere. Finding potential consumers is very crucial for brands.
Erbaviva should also add some AI customer service to the website. Getting an immediate response from the brand is very important for customers nowadays. They want quick answers from the brands to help them make a purchase. They sometimes are impatient to glance over all the information and turn to ask for customer service to choose products. As a result, the AI customer service function is essential for brands.
I have to say that erbaviva should spend a lot of effort on upgrading its mobile website design! It simply converts all the information on the computer into a portable size, which looks dull and plain. Mobile websites are more likely to be viewed by audiences nowadays. We can barely not live without our phones. So please use more creative forms to catch our eyes, erbaviva!
