Web Design Impacts Performance
The answer to the question posed in our headline can be simple. If your website isn’t optimized to maximize your conversion rate, you’re not going to be converting visitors into leads and leads into customers. This is definitely going to affect your bottom line.
There are a variety of things that might be contributing to a low conversion rate. And what we’ve seen in response is that many business offer discounts, coupon codes, limited-time offers and other short-term sales-boosting tactics that saturate your marketing messaging.
What a popular web designer found, however, was that people don’t leave or dislike a website because of the cost of the product or service. Sales messaging and pop-ads are actually one of the main reasons people leave a website, as well as:
- Complex, Busy Layout
- Boring Web Design
- Lack of Navigation
- Slow Loading Time
- Small Text
None of these things have to do with what your website is supposed to be doing, which is to promote your product or service. Almost every one of them has something to do with the performance or design of the website.
So, if customers cite poor performance and bad design as some of their main reasons for leaving a website, and your conversion rates tend to be low… Here’s your eureka moment!
Not all of these issues can be solved overnight. For now, let’s go into a little bit more detail on three of the items above and how they impact your conversion rate.
Complex, Busy Layout
You need to give your users a road map. If users land on your website and they have to hunt for what they’re looking for, it’s more likely that they’re going to leave. If users land on your website and it takes little to no effort to do what they came there to do, it’s more likely that they’re going to stay.
This seems incredibly obvious. But oftentimes businesses have too many things that they want to feature and their website becomes crowded and confusing.
To ensure that your website stays clean and focused, prioritize one item at a time and use your analytics to make educated decisions about what to feature and when. We call this being growth-driven. You can learn more about it here.
Lack of Navigation
If you’ve ever been lost, whether it’s on a road trip or in a shopping mall, you know how frustrating it is to try to figure out where you are and how to get where you need to be. If you go to a website and you experience the same frustration, it’s much easier to just go somewhere else that’s easier to navigate.
Your navigation should be easily accessible from anywhere on your website, whether that person is using desktop or mobile.
Slow Loading Time
Many people often forget how much of an impact website performance can have on the ROI of your website. In fact, an e-commerce site that is making $100,000 per day can lose $2.5 million in sales for the year from a one-second delay in page load time.
Keeping your website’s performance in tip-top shape can save you money and ensure that your users have a pleasant experience on your site. Beyond back-end optimizations, you should also limit the amount of bells and whistles your website features. Things like introduction videos, large images, moving elements, etc., all have a negative impact on your performance.
If some of these items hit a little too close to home, learn more about to find out how our ferocious digital tribe can help you get your website out of the stone age.