Design
Good ecommerce design makes the next decision easier
A practical way to judge landing pages, product pages and campaign assets without hiding behind taste.
2026-06-083 min readBy Daniel Fogmark
Good design is not decoration. For ecommerce teams, it is the discipline of reducing uncertainty for the buyer.
“Bad design asks the buyer to interpret. Good design helps the buyer decide.”
Clarity beats novelty
A page can look modern and still fail if the promise, proof, next step and objection handling are unclear.
The page should finish the ad
If the ad creates a question, the landing page must answer it. If the ad promises a transformation, the page must make that transformation credible.
Design is a growth system input
Every visual decision should support comprehension, confidence and action. That is where design becomes measurable.