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Working in the web development and design industry, I think it is essential to be aware of not only current design trends but also market research. As an online shopper myself, I was curious to know what other online shoppers valued in choosing an online store. In a study of 4,023 adults conducted in April by BIGresearch on behalf of NRF and Shop.org this is what they found.

According to the study, the most significant factor is price (sales or price discounts). Shopping online enables you to easily do price checks, read reviews and make what you feel would be the most informed decision. Nowadays with the market at a down turn, many consumers are looking for ways to stretch their bottom dollar.

“Over two-thirds (67%) of women cited price as a significant factor in choosing to do business with a given retailer, though somewhat fewer (58%) men felt strongly about price.”

In second place, 45% of customers valued free or discounted shipping. I can personally attest to this. It’s a contributing factor to why I do a lot of my online shopping on amazon.com.

It was refreshing to learn that consumers are not only swayed by price. Other factors that contribute to online shoppers purchasing decisions include merchandise assortment and quality. The study found that steady value-based shopping was preferred over ongoing unpredictable sales.

Fiona Swerdlow, Head of Research at Shop.org states that “while consumers certainly welcome the term “value” these days, retailers can set themselves apart by emphasizing merchandise quality, durability and selection in their marketing and product descriptions – and may even want to do some A/B testing around those messages. From a marketing perspective, retailers should segment their customers to most effectively target messages that emphasize purchase factors important to different groups.”

So the bottom line is, if value, quality, and durability are the key factors that has the greatest impact on consumers’ decision making regarding where to shop online, shouldn’t your online store market those same key factors?

There’s nothing like a nice weekend getaway to Charleston, South Carolina where you experience good old fashion hospitality, fine dining, and peaceful walks through neighborhoods on old cobble stone roads. It’s a place where you discover magnificent courtyards tucked away behind cast iron fences draped with sweet jasmine and the fragrance of the crisp ocean breeze fills the air.

Charleston has always been a special town for us. It’s the town where we celebrated our first wedding anniversary and found ourselves coming back almost a dozen times a year. It’s that special place that we consider a home away from home and where we get the most inspiration. Most designers and creatives can relate when I say inspiration is a necessity and not just a luxury.

So what did we get inspired to do after our trip to Charleston? We’ll for one, this brand new website and blog. It’s been on the to do list for a long time, but over the past 8 months, I became a new mother and have been busy with several projects putting the Allegro website on the back burner. As a mother who works in and outside of the home, it’s not news to anyone that time is a very rare commodity.

However, after our trip to Charleston, I knew it was time to launch a brand new website for Allegro and to utilize key functions for web marketing, like search engine optimization, content management system, and a blog.

We are all aware that the web is constantly changing. Just ten years ago it was rare to own a website and now it’s an expectation to have your company online. Web standards and design trends are improving. Every day new updates are created, designs continue to evolve and stretch the limits, and more and more people are going online to do their research, read consumer reviews, watch videos, learn and shop. The bottom line is if companies don’t keep up, they will miss out on the largest growing market.

As a web designer and developer, I learn something new everyday and it’s my job to keep up and I not expect my clients to know what to ask and know the ins and outs of web development. The more I know, the better equipped I am at helping my clients become successful. I have no idea how web developers stay in business without constantly updating their skills. You certainly shouldn’t be in the web development business if you don’t want to continue to learn and grow.

Did you know that Americans spend an average of 14 hours a week online and 14 hours watching TV? However, of the marketing dollars spent, 22% of their advertising dollars go towards TV and only 6% online, according to data compiled and analyzed by Google.

I am shocked at the number of websites out there that are so outdated and difficult to navigate. Many people don’t know where to start or know if they should spend the money to get a new website. For the novices out there, sure there are templates you could buy, but if you don’t know anything about coding, you will likely pull your hair out trying to figure it out. It’s never that easy. You’re better off hiring someone who will take your interest to heart and will who will do a good job keeping you informed of best practices. Web development is a profession of its own.

“Of all the advertising platforms, the Internet is one of the few on an upward trend,” says Wharton marketing professor Patti Williams. “But if you look in terms of the sheer amount of time most consumers are spending online and the amount of dollars being spent to reach them, it is still probably way under what it should be.”

For some, the question is I don’t know if I can afford a new website. But the reality is, I don’t think you can afford not to. Your online presence is a long term investment that needs to constantly evolve. Imagine if you were the owner of a clothing company. Would you sell the same style of clothes indefinitely? Of course not! How about if you owned a specialty boutique shop, would you set up your specialty shop like a garage sell? Of course not! Your online presence is your store front. You want to create an experience for your online visitors just as you would a customer who walked into your shop.