Consistency is key when it comes to Brand Recognition. Whether its styles, layouts, or colors, it’s important to keep branding consistent across your website (and other platforms too), to avoid customer confusion about your brand.
For example, if you have used several different colors on a call to action button, it could cause a drop-off in sales simply due to uncertainty customers may have about the inconsistency of your designs. They want to know that they will get the same quality experience consistently, and they may not develop trust in your business if there is inconsistency.
If you don’t know where to start, take a look at some major ecommerce sites and borrow some techniques that seem to be consistent. Most major websites test their designs repeatedly to see what generates the best results and user experience. You can certainly borrow these techniques, but be sure to pair them with unique elements like iconography and image standards, tailored to your specific business.