An e-commerce site is considered as successful as the first impression it gives. While you want your website to produce the best conversion rates, you need to know the elements of the website design that can make or break your store. While you might have an appealing website, there are other things you need to work on as they directly affect your conversion rates.
Website use with other devices
In this digital age, people are using several devices to surf the internet. The success of your website largely depends 
Content
People will only know about your website if you have good content on it. It is not enough for you to have a nice, presentable website, the content also matters. The content will give the website meaning, and this will influence your conversion rates. If you have good content, you will keep having traffic on your website which is the main aim.
Ease of navigation
It is useless to have awesome design effects if the website is not user-friendly. People want to navigate through the website easily, and if they cannot find what they want when they want it, they will leave and look for another website. Your website should be easy to navigate, and the options should be easily reachable on each page.
Sources:
http://www.business2community.com/online-marketing/websites-design-affects-conversion-rates-01210134#s1BRPwcYJCcJXk6z.97