As we’ve mentioned before, a website holds tremendous value for your business. Especially if it’s mobile responsive, it can be the core of your branding strategy. If it’s done poorly, it can deter customers as much or more than not having a website at all. One of the most common ways that a website can be poorly designed is by cramming more than is necessary in its pages, or what we call “getting too cute.”
Your website is there to provide information
It’s great to want that cutting-edge look full of interesting features that wow website visitors. That said, if there are so many animations, noises, changing colors or scrolling images that the eye can’t focus, it’s going to be harder to get that visitor to convert into a customer. They can get too distracted, and relatively frustrated to the point that they look elsewhere.
Whether you’re trying to sell a product online, bring customers to your doorstep or even raise awareness for a cause, make sure you don’t put too many hurdles between where site visitors land and that goal. Have enough to get them to buy in, but don’t overestimate attention spans or patience for sorting through clutter. There is a reason that many modern-looking websites have plenty of empty space. It allows the user to focus and not feel overwhelmed.
Lots of features can slow down the page
There are a lot of factors that go into how fast your page can load, including your server size and speed (something that can be costly to upgrade for a small business). Another factor is your customer’s internet speed, which you have absolutely no control over.
Regardless of your budget or your customers’ restrictions, one thing you can control is the file size of each page on your website. The more images, videos and scripts that have to be loaded on your site, the larger the file size, and the slower the page will load. Taking too long for your page to load is just another reason for a customer to leave and look elsewhere. (Consider for a moment how long you’re willing to wait for a webpage to load: For most consumers, it’s 15 seconds or less.)
Your customer might not be as tech-savvy as you are
While many customers appreciate some flash, too much can easily be distracting. In addition, the latest features and technology may actually work against you. While you and your web designer may be using the latest browser with all of the required operating system and plugin updates, don’t assume that everyone is. While you can put up error messages that tell people the software required to use your site, you should first determine whether or not you have to present your site that way. If there’s another way that is almost as good and has higher compatibility across browsers, you can avoid putting one of those unnecessary hurdles between your visitor landing and that precious conversion you’re looking for.
Want a free consultation on your website’s design? Whether it’s a brand new site or one that needs some modification, we can help you get more customers.