One of the greatest misconceptions about the design and visual aspect of your website lies in the fact that it has nothing to do with overall customer experience. In fact, a lot of people in the world of digital business are firmly convinced that there’s nothing that can be improved on their website whatsoever as long as the CTR is high and there is a moderate amount of conversions. To prove just how false this claim is, we need to explore the positive impact of web design on overall customer experience.
Your CTA Immensely Affects Customer Experience
When it comes to your CTA (call-to-action) button, there are many different factors that you have to take into consideration. For instance, its position, the number of CTAs and similar factors all affect your conversion rate. As you can see, all of these come under the umbrella of web design. Surprisingly, even the color of your CTA is capable of making the difference. For instance, through an elaborate A/B testing effort, it was determined that a red CTA button has about 21 percent greater CTR than its green counterpart. Needless to say, for such a small web design change, the difference in customer experience from the user’s point of view is simply more practical.
Sometimes Less is More in Web Design
Another thing worth keeping in mind is the fact that more is not always better. According to one survey, people who were asked to choose between 24 different varieties of jam had about 10 times smaller chance of actually making a choice than those who were asked to choose between 6 different types. In other words, overwhelming your audience with a plethora of choices on your front page might be a bad practice that can set your brand back significantly.
Web Design Impacts Page Load Time
In the introduction, we mentioned responsiveness as a feature of its own, yet it is important to stress the fact that your web design greatly impacts the responsiveness of your website. More elements always mean more HTTP requests, which in turn slows down your website. This is especially troublesome since the majority of your audience expects your website to load within the first 2 seconds and will feel disappointed, even let down, should you fail to meet this expectation. Because of this, investing in responsive website development needs to become one of your top priorities.
Maintaining a Professional Appearance
As a new brand, you do not have the privilege of having people trust you. So, if people don’t trust you, why should they buy from you or subscribe to your blog? Well, unless you find a way to make yourself more presentable, they definitely won’t be willing to do so. Nonetheless, the design of your website, high-responsiveness, testimonials and associations with brands you’ve already worked with might just help you out in this regard. By appearing more professional, your audience will be more at ease during their first interaction with your brand. Later on, you can rely on this successful first interaction as a reference but, for the time being, all you have is this design.
Importance of Brand Consistency
Finally, your website is a crucial part of your online identity and as such it needs to have some features that stand out. We are talking about things like corporate colors, a unique logo or recognizable animations. A few years ago, Coca-Cola launched a unique campaign during the Ramadan, where they removed the logo from all of their cans. Still, every single consumer out there was able to recognize a can of Coke when they saw it, due to the fact that it was still in the same color and had that white curved line in the middle. This is something that your web design can help you achieve and make your brand easier to recognize in the digital world.
At the end of the day, when it comes to your online presence, every single bit of advantage definitely counts. In a store, people would look at the edifice, examine rafts, evaluate your neatness and create opinions about your staff. On a blog or an eCommerce website, on the other hand, all you can present is your web design. This is why you need to make sure that it’s solid where it counts the most.
About the Author
Tony Solomon is a former LA-based translator turned writer. Currently, he is one of the senior editors at MediaGurus. Tony is well-versed in doing heavy research while striving to write high-quality content for the web. If you want to stay updated with Tony’s latest posts, feel free to follow him on Twitter.