When customers are searching for products or services across a variety of websites in a competitive marketplace, a good visual or even animation could generate the emotional experience. It could also directly prolong the stay of potential customers, clicking more inner pages to search for their needs, increase the preference of purchase decision, and inherently improve the ranking of the website. In contrast, if a website is lacking in visuals compared with the shop decoration and other marketing materials, it can damage the brand that is at the growing stage

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