Web design is an integral element of any internet marketing strategy. There are several ways it can have a massive impact on customer experience and your long term online success. However, it can also have a dramatic impact on your bottom line. So, here we’ll explore five aspects of web design where you can make improvements and boost your customer experience.
As the most obvious element of your website, the appearance of your site plays a massive role in the first impressions for your new online visitors. Marketing experts will often talk about web design as two extremes; older sites that look like they’re from the 1990s and newer websites that adhere to the modern web design standards. While many websites will fall between these two ends of the spectrum, the goal is to ensure that your site looks as current adhering to up to date modern design trends. This includes Parallax scrolling, eye-catching “hero” images, responsive designs, multimedia, and big, bold fonts.
While this is a general term, in this instance, it refers to the visitor impression when before they start reading through your content. When a visitor arrives on a site, it is vital that they understand the business is modern and respectable. This overall impression is largely based on how the web design represents your business. There are several elements of web design that can contribute to your professionalism including customer results, photos of your staff or even a culture page that is dedicated to explaining your company’s approach to your daily operations.
Clarity refers to designing a site so visitors can quickly find what they are looking for. Typically, this means improving navigation using familiar and intuitive navigation styles to allow your visitors to quickly move through your site to find the information they want. There are a few well-known navigation styles including drop-down menus and breadcrumb. As the name suggests, drop down menus allow hovering over a menu title to see pages within that category. While breadcrumb navigation automatically adds previous pages to navigation bars when new pages are clicked. This allows instantly clicking back to any page if needed.
Load times refer to how long a wait there is for pages on a site to display. Load times are a major ranking factor for Google, but it can also have a massive impact on user experience. Most internet users are not prepared to wait for sites that don’t load within the blink of an eye. You can reduce your loading time by removing autoplay multimedia, using white space and optimizing your image sizes. Ideally, your load time should be less than 3 seconds.
Your web design can have an impact on conversions in a multitude of ways, but the three most impactful are Faces, KISS principle, and Color.
While color sounds general, web design color schemes can be used intelligently to highlight selling propositions. If you have a cool color scheme for your site, warm colors for the call to actions will allow them to stand out for easier conversions.
KISS or “keep it simple, stupid” is based on the principle that simpler designs are better. An easier to follow website makes it easier for visitors to find what they are looking for and therefore convert into a paying customer.
Finally, faces sound odd as a principle for web design, but human faces will actually help your visitors to relate to your business. While it is possible to use stock images, using your own staff will make potential customers feel more comfortable with your team.
So, as you can see, making some subtle changes to your web design can immediately enhance your customer experience and help you to achieve a greater ranking and conversion rate, taking your business to the next level.