It doesn’t matter how many times we say that, ‘good’ is going to win every time, right? But what is ‘good’? How can we define a ‘good’ website?
Let’s start with the idea that your client has turned on their device and they are searching for a product they would like to buy. Simple so far.
A multitude of websites pop up. Some of those are jam-packed with content, images, pop-ups – it’s all a bit confusing, and quite frankly, they can’t spare the time to even bother to try to wade through it all.
On the other hand, you can almost hear the fanfare strike up as they click onto the clear format of the crisp, sharp, website that is easy on the eye, and so much easier to understand and navigate. Tah dah ! They have landed on a ‘good’ website and they will buy from it.
So, top marks to the people who said ‘yes’, bad design does damage a visitor user’s experience.
Keeping an eye on the user journey
It’s really just plain, good old-fashioned common sense - a ‘good’ visitor user experience is totally essential to your business. Your clients need to be able to find what they are looking for easily, and even more importantly, in a format that is easy to navigate and understand. If they can’t do that, your website sales may fall as the conversion from ‘browsing to sales’ may not happen. Keep a sharp eye on the user journey to ensure your website traffic and clients have a great user experience.
So, how can you increase your website sales?
Analyse your key goals within your website. By doing this, you are then able to make sure that your key goals are in line with the user experience that your website provides. Use advanced tools in Google analytics to run tests on your website, to help you to increase your website traffic. Again, keep an eye on the user journey.
Also, users react to visuals as much as text, so it’s always better to balance the content and images to allow your user to follow the ‘flow’ of content through your site, rather than the ‘flood’.
Pacing the content in an easy-to-follow format , and ensuring that your visuals match it, strengthens the user experience, and your sales.
Bad design ‘OUT’ – Good design ‘IN’.