E-commerce businesses are constantly studying what keeps consumers on their websites and encourages online payments. In its "The State of Content: Rules of Engagement for 2016" report, Adobe found good design is key to keeping shoppers interested.

The survey gathered preferences from consumers in the U.S., U.K., Australia, France, Germany and Japan. Everyone who responded to the study was over 18 and used at least one internet-enabled device. However, the study revealed multidevice use was far more common. An average of 83 percent of consumers use about 2 devices each time they browse the internet.

Still, 47 percent of global device users found using multiple screens to be distracting. Australia reported the highest number of distracted users with 52 percent, while America had the lowest at 40 percent. Despite the numerous articles discussing millennials and their mobile addiction, they were 6 percent more likely to be distracted than Generation X or people 55 and older. 

How do consumers deal with this distraction? As their attention spans shrink, they take the simplest route to cope – cutting back on the amount of information they're consuming. What's important to understand is how consumers decide what to abandon. Fifty-nine percent said if they had only 15 minutes per day to spend on the Internet, they'd rather use that time absorbing content with a beautiful design rather than a simple layout. In fact, 54 percent said an overall good design with quality photos was important to their experience. What's more, 65 percent of global consumers said their experience of a website improved if it displayed well on their device. This number remained over 50 percent when broken down by each country.

Best practices for e-commerce web design
Since consumers use so many different devices with varying screen sizes – including phones, tablets, laptops and desktops – it's important for e-commerce businesses to create sites that display well across all of them. Companies can either make separate site versions for mobile and desktop or they can use responsive design techniques and media queries. This allows a website's design to change based on the size of the viewer's screen.

Creative Bloq reiterated the importance Adobe placed on image quality. Companies should decide if they prefer tiled thumbnails or a product slide show. Meanwhile, sharp, high-quality pictures are more compelling than blurry, pixilated ones.

There are a number of factors businesses should consider when creating an e-commerce platform, and design is one of the most important.

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