- ABOUT ANALYTICS DESIGN
- LEGAL INFORMATION
Steve Jobs famously said “Design is not just what it looks and feels like. Design is how it works.” That’s true of the hardware products Jobs brought to market over the course of his remarkable career, and it’s true for your website.
More than any other factor, the success of your website comes down to usability and utility, not simply visual design. Nothing happens on your site until a visitor takes some kind of action. You could create the most visually stunning and attractive home page in the world. But if users don’t click through to the next article, request a white paper or consultation, sign up for a newsletter, or in some way engage with your brand and ultimately identify themselves to you, your business won’t grow by a single new customer.
The purpose of your website is to get discovered, encourage first-time visitors to become repeat users, nurture those users into interested leads, and ultimately convert them into paid clients. Here are the top five factors you need to design into your website to effectively educate, engage, and convert new users into loyal customers.
According to a study by MachMetrics, as page load time goes from one to three seconds, the probability of a user exiting your site increases 32%. At five seconds the bounce rate goes up by 90%!
You have a limited window of opportunity to engage users when they first land on your site. Before you do anything else on your website, make sure your pages load fast. Here are some of the most common basic ways to shave precious seconds off of page-load time.
Microsoft estimates you have roughly eight seconds to grab a person’s attention. For the record, that’s one second less than the nine-second attention span they ascribe to a goldfish. The upshot is, every page on your website must have a clear purpose, and you don’t want site visitors to have to think about it. The following suggestions will help reduce friction and enable users to explore your website free of any obstacles along the way.
No website is ever 100% finished, as every day reveals something that can be improved. The best way to understand what works and what doesn’t is to watch how your visitors use your website. Then optimize around design features that produce the results you seek, and revise or eliminate design features that don’t.
For most of the design elements on your website, it’s fairly easy to run an A/B test. Here are some common candidates for testing.
The methodology is simple enough, and the results are generally unambiguous. One group of people sees design version A, another group sees design version B. Whichever version produces the most clicks or engagement is the winner. That’s the version you use on your website.
You should always be A/B testing something on your website to keep your design elements fresh, and to keep trying to improve on previous results. In the end, the best design is the one that produces the desired outcome. Only the behavior of your website visitors can tell you that.
More than 80% of Americans own a smartphone. Nearly 60% of them say they won’t recommend a business with a poorly designed mobile site. And Google’s search rankings now emphasize and reward mobile-friendly websites. It’s clear your website needs to be optimized for mobile. The good news is, it’s not particularly complicated to achieve that goal.
Compared to desktop searchers, mobile users tend to look for quick answers. They want the fastest, most efficient way possible to find answers to their questions. The objective of a mobile-optimized website, therefore, is to make the user experience lightning quick and foolproof.
Mobile-optimized web pages reformat themselves to fit smaller mobile screens. It’s not as simple as simply shrinking down your desktop website. To ensure the best experience and prevent glitches in the reformatting process, incorporate the following mobile-optimized design concepts into your website.
You worked hard to build your business. Your website is a prime opportunity – perhaps your main one – to reap the rewards of all your time and effort. In addition to the technical requirements of keeping your site functional and secure, you need to optimize your website for efficiency in successfully guiding visitors through their customer journeys. A fast, friction-free, mobile-optimized website design is the most effective way to engage new users, nurture them into leads, and ultimately convert them to customers or clients.
We have seen websites of all shapes and sizes, from brilliant to completely dysfunctional. Your site may live solidly in the middle of the bell curve in this regard, however that doesn’t mean your site couldn’t stand to benefit from some amount of modernization. Just like all other technology, the technology of websites is constantly evolving and changing. Often times, elements of a site which were highly effective when a site was built lose their effectiveness over time; and depending on the nature of your business, you may not even realize how significantly even a small issue can affect your business.
While it may be difficult to fully comprehend and validate the decision to move forward and modernize, it is important to keep in mind that time flies as it relates to technology and user expectations fly right along with it. Your website is a 24-hour, 7-day a week representation of your organization online. It needs to properly showcase your brand, your message and your mission. It should drive results, rather than hinder your efforts.