Web design is a specialization based on graphical design of websites, which combines aesthetics with functionality. So it is not difficult to conclude that designing a beautiful, yet effective online store can be a real challenge. Therefore, it is best to entrust such a task to experienced specialists. But before you commission the template design for your online store, consider which elements supporting sales should be included. Research conducted by MeasuringU in 2014 on a group of 2,300 people indicates that, on average, 23% of them do not complete the purchase because of poor usability of the store. Instead of increasing the advertising budget, manipulating the price or giving out rebates, which in fact lower your income, start from improving the user experience. So what exactly should you pay attention to?