Page conversion rate is a critical indicator in e-commerce operation; analyzing this data can help find solutions to figure out where to raise the level of consumer purchases. In this chapter, we will discuss the measures taken to raise the purchase conversion rate in recent years.

 First, analyzing the page conversion rate can dictate the direction of overall sales. Let's take Mogu Street for example.

 In the first step, customers access Mogu Street through various routes. If the main page is in a masonry layout like Pinterest, the consumer goes directly to the image page. In the second step, customers browse through pages and products then click on the one they like to access its subpage. The next step is to access Taobao by clicking the 'buy' button in the subpage. What's left is the final step of making a purchase in Taobao page, and the rate at this point of moving on to the final step is called the 'purchase conversion rate after access to Taobao.' Each step is closely related to visual effects, including the access page, the position of advertisements, product image information and the click button. These steps have a direct impact on arousing customer interest and driving the selection for the final purchase. Developing the four steps and raising the conversion rate can promote product sales and leave customers with a positive impression.

 The key to raising the page conversion rate is to make products look good and boost the purchase intent through the image page. Product images and recommendation mechanism that change with the page conversion should also be considered. It should stimulate the feeling of somewhat leaving an aftertaste and wanting to find out more to have them click on the subpage.

 The fruit yogurt and its copies in the image on the left have a visual consistency and are inter-connected. So, customers can catch the copies first then get a faster understanding of the information seller delivers through the image. In the image on the right, they chose a photo of the usage for customers' easy understanding of its functions. Customers can immediately catch the convenience of the product through this single image.

 Applying nicely contrasting colors can result in a great visual effect. Color psychology is a branch of psychology that studies the various emotions that humans can feel through colors. For example, there is a familiar pattern in people's minds for certain special occasions such as 'red and pink are largely used on Valentine's day.' So, by using these colors for special days you can leave a strong impression to customers and add a sweet atmosphere to the shopping mall website.

 Some websites use complementary colors, as it easily stimulates customer desire and keeps the interest to raise the page conversion rate.

 As the e-commerce industry will continue on with the technological advancement, there will be a greater variety of spectacles on the Internet, and customers are also expecting a purchase method that offers diverse experiences. For example, the development of a sales model that enables a 360° view of the product using VR gadgets will bring about a new design trend, and this will help to raise the purchase conversion rate with visual elements in the future.