If conversion rates on your website are still less than satisfactory, then perhaps you need to re-evaluate your website design. While a complex site may have more value in terms of aesthetics, a simple website design will result in better functionality.
Your top-most priority should be to maximise on user experience. This means to concentrate on content, minimise on sideshows, improve ease of operation, and get rid of illustrations that add no value. Irrelevant pictures and an overload in videos and pictures will drastically reduce your load time. It only takes 2-3 seconds for a potential client to navigate away from your site.
Here are some facts and figures that emphasise the need for a more simplified business web design that does not necessarily compromise on quality.
- According to recent studies by Statista and Stone temple, mobile-based web traffic in 2017-2018 leapt past the 60% mark in the U.S and the U.K. In 2019 it is also projected to go past 70% in Asia and Africa due to the growing Smartphone market.
- People tend to react better to sites that have easy navigation. The concept of “cognitive fluency” here is key. This means that traffic to your site will be determined by how easy it is to find what you’re looking for.
- Having too many decorations will divert interest from what is really important content. Having unnecessary clutter makes it difficult for people visiting your site to navigate.
- Make users feel like they are in familiar territory. As much as it is ill-advised to be overly simplistic, you can always follow certain common practices. For example, a short registration/sign up form is preferable, and having the navigation bar at the top of your page etc. Such common practice creates a feeling of familiarity.
- Everything you place on your site should serve a purpose. Every photo, every piece of text, and every graphic. The intent should be deliberate. Content should be precise.
The myth that simple web designs are a product of budgetary constraints couldn’t be further from the truth. While they are cheaper, these websites actually offer better functionality, as well as reduced friction compared to other more complex sites.
Elaborately designs have this habit of cramming huge amounts of information into tiny spaces. This makes the site difficult to navigate, and it makes your users lose interest quite fast.
Features That Make Simple Designs More Effective
As more and more web traffic is beginning to incline towards mobile-based devices, businesses will need to adapt. It is for this reason that website designs will need to be simplified.
Here are some features that will help this adaptation process.
- A simple design is easier to relay onto a mobile screen. If, for example, you have a simple bespoke web design, you won’t have to change it to be mobile friendly.
- Simple designs also give you faster load time.
- CTA’s (calls to action) are more visible and more effective.
- Reduced friction-getting rid of lengthy sign-up forms, too much wording on the content, or even having a brand name that is too cumbersome will cause friction. A simplified design reduces this friction.
Finally, a simple, well laid out website will give you great value, better functionality, generate more useful traffic, and it will cost you much less.