Good web design focuses on great UX (User Experience). The success of any eCommerce site is often marked by its convenience compared to a brick-and-mortar store. The easier the website is to navigate, the more likely it is that a customer will make a purchase.  Content on the site also makes it engaging and provides value to the customers. Not only is this a crucial stage of the customer journey, but it also helps an eCommerce site rank higher on Google and Bing search results so more customers see it.