Can your visitors tell what your organization does within five seconds of appearing on your website? Is it possible for people to go to the blog quickly if they need to? Is your price structure simple to comprehend? Do you have a low bounce rate on your website? If you find yourself saying "no" to these questions, it may be time to reconsider how you've been creating and optimizing your website. When a website's design contributes to the user experience, functionality, and suitable complementing of information, it truly shines.
It's all too easy for even a competent website designer to overlook these improvements, assuming that they're the last thing on their totem pole of website priorities. A successful website, on the other hand, has both high-performing content and an amazing user experience, ensuring that your design exceeds expectations. The last thing you want is to spend time creating fantastic content for your blog or service pages only for it to go ignored owing to design errors, navigation challenges, confusing layouts, or conversion possibilities that were lost.
1) Have a Plan - Now that you've admitted that your website might need some work, it's time to go backward and devise a strategy for addressing those issues. Begin by charting your client's journey from the first time they visit your website to the point at which they become a customer. Consider which pages they will visit, what information they will read, and which offers they will convert on. This knowledge will aid you in creating a website that effectively nurtures leads through the sales funnel.
If you're having trouble compiling this information or don't have access to a CRM that can help you with this, you can always interview your clients. Request 15-30 minutes of their time to ask them a few questions (you can even offer them a $10 Starbucks or Amazon gift card as compensation). Interview as many individuals as possible, but don't overdo it. Then, using this information, devise a strategy. This will assist you in identifying your website's important contact points or spots where your users engage.
You should be able to map out the feelings, thoughts, objectives, pain areas, and possibilities that each touch point should elicit throughout these touch points.
2) Reduce friction by removing distractions - Certain aspects of your website will detract from the value and message you're attempting to communicate. Complex animations, excessively extensive material, and "stocky" website graphics are just a few examples. With an attention span of only eight seconds, you must make it crystal apparent to your user what they will learn on the page they are seeing, and your design must not detract from this. This begins with ensuring that you have a set of consistent brand rules to work with.
Font styles, colors, graphics, iconography, and logo usage should all be detailed in this section. It's simple for companies to struggle when developing sites if they don't have this. You'll probably see a lot of different colors and font styles and sizes being utilized, which might detract from your message or cause visual confusion for folks who are attempting to convert.
It's also vital to keep the number of on-page animations and interactions to a minimum. It might be overwhelming to browse across a website and see every button flashing or a section of icons each with its animation, which can distract readers from reading what's on the page.
3) Include social proof - If you're like most people who purchase on Amazon, you'll lean toward things with largely four to five-star ratings from individuals who wrote about their experiences with the item. By reading these evaluations, we acquire confidence in the product, knowing that it will deliver on its claims and fulfil our needs, prompting us to purchase it.
Your product or service, as well as your website, will be affected in the same way. Users are 58 percent more inclined to buy your product if they read compelling testimonials from genuine individuals, according to research. But, in terms of design, how should your testimonials appear such that they effectively build trust with your users when they view them? There are a few options available to you. However, you must first decide whether you want a written or video testimonial. Video testimonials are the most effective in the past. This is because the medium naturally holds your user's attention for longer periods and also helps to establish a stronger human connection by allowing them to hear voices and see real people's faces.
4) Make use of the appropriate stock pictures - We always prefer utilizing original photography for your website, but if that isn't possible, there are tactics you may do to aid in the selection of the appropriate stock photo. While stock photographs save you time by eliminating the need to create your graphics, many websites use photography that is clichéd. You'll also notice that several other websites may be using the same graphics, which hurts your trust. Users would "unconsciously reflect their unfavourable experiences onto these stock photographs, diminishing trust and increasing friction in the conversion process," according to the study.
Instead, look for photographs that show realistic scenarios in well-lit settings. Individuals in business casual dress conversing over a meeting table, over-the-shoulder shots of people typing on a laptop, and people sketching on a whiteboard in an open room are examples of this. Others will begin to accept these sorts of scenarios as legitimate. Instead of studio shots, look for candid shots taken in real-life situations.
5) Well-organised Navigation - Navigation is crucial while creating a website. It's simply a map that shows the most important destinations that people may visit. It's how consumers can quickly learn more about your services, products, blog, and other topics. Nothing is more frustrating than navigating a website that is unorganised or unclear. Overcrowding your navigation, employing ambiguous or misleading hypertext, and a lack of structure might make it difficult for your visitors to discover what they're looking for. Users have no motivation to stay on your site if they can't locate what they're searching for. Instead, they will very probably leave and seek out a rival that provides a superior user experience.
It's critical to ensure that your visitors can simply locate what they're searching for while enhancing your website's navigation. This would include reduced content, a clear navigation hierarchy, and a responsive design to ensure that the user experience remains consistent on mobile.
6) Allow visitors to scroll down your webpage - There was a time when we were hesitant to make our internet pages, especially your homepage, too long. This was done to avoid consumers not scrolling, so people were compelled to pack as much information as they could onto the most common screen size used to view their website. Those days, however, are long gone. According to 2018 research by the Nielsen Norman Group, the first two screenfuls of a website page, up to 2160px horizontally, accounted for 74% of total viewing time. As a result, there's no need to be hesitant about designing a more complete below-the-fold experience. Make the most of the space on your homepage.
Users will have a good understanding of what Zenefits can achieve for them and how clients have enjoyed using the platform by the time they reach the bottom of the page. If you want to learn more about the architecture of the greatest site, check out this fantastic infographic or this in-depth post that reveals more critical homepage aspects not included here.
7) White space isn't anything to be terrified of - Whitespace is an important design feature that serves to break up the page and make it more readable. White space, often known as "negative space," refers to the empty spaces around objects on a page that are devoid of content or visual features. Whitespace is also crucial in the design process and the placement of website elements. Less whitespace can suggest which parts are meant to be connected owing to their proximity, while more whitespace can dictate which portions are independent and direct the eye.
This allows consumers to focus on certain parts of a website page and quickly see where each portion begins and finishes. This may be quite useful for directing your user's attention to vital content like a call-to-action or value proposition. Check out these all-stars for more instances of websites that are doing this effectively to help you with your upgrades.
8) It's essential to optimize your website for mobile devices - It's more important than ever to optimize your site for mobile devices.
If you didn't know, 80 percent of internet users possess a smartphone, and according to Google, "61 percent of consumers are unlikely to return to a mobile site they had problems accessing, and 40% visit a competitor's site instead." If I were you, would I be a bit concerned? But it's much more than simply being aesthetically responsive. Customising your website to meet the requirements and desires of your visitors is a must. Consider why someone might visit my site on a mobile device. What would they be looking for? Is my background allowing them to execute those things with ease right now?
They also make it simple to accomplish what their website is all about: ordering meals. On the mobile website, the button for this is constantly visible, so you can order whenever you're ready without having to navigate to another page.
9) Make price accessible - If your site follows a similar pattern, or if it doesn't have a pricing page at all, your consumers will think the same way. I can't emphasise enough how critical it is to provide a price on your website. It "allows visitors to finish their research (as every contemporary customer desires) and, in the end, qualify or reject themselves, avoiding your sales staff from spending time on someone who isn't a suitable match." You could be concerned that rivals will just attempt to undercut you or that your price is too complex to display on your website, but in truth, you should be more concerned with correctly educating your prospects on why your pricing is the way it is and the value you provide.
If someone is only seeking the lowest possible price, they are most likely not a good fit for you. With this in mind, let's take a look at a website that does a good job of making prices stand out. Trello makes it simple for users to determine which price tier they belong in and how much it will cost them.
10) Make a self-selection experience for your customers - As someone who gets overwhelmed while buying on e-commerce sites, I can't tell you how relieved I am when I discover tools that can assist me in selecting the correct items for me. Self-selection tools guide users through a series of questions to arrive at a specified sort of outcome. These outcomes might be a personalized quote, a product, or a response to a high-level query (for example, 'what is my personality type?'). This type of tool may make it much easier for consumers to figure out what the greatest items or services are for them without having to scour your website for the information.
The product configurator for the best range oven from IMPACT client Yale Appliance is a less scary suggestion tool to look out for. This essentially merely filters through goods based on the inputs you choose.
Takeaway
Taking the time to implement these tips on your website can result in significant improvements in the performance, experience, and customer conversion rates of your website; however, once you've implemented some of these tips, you might think that the bigger project at hand is to redesign your website. Although this is undoubtedly the most difficult assignment to complete, you are not alone in your thoughts. So, if you're not sure if you should revamp your website or just want a general concept of what it comprises, I recommend downloading this definitive guide to keep in your back pocket.
This way, you'll be one step ahead of the game when a website redesign discussion arises in your company, and you'll have a better understanding of what has to be done. DesignLab is always here for you to solve any query related to such topics.
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