As a growing business, it’s only natural to constantly search for avenues to aggressively drive sales while still being attentive to customer satisfaction. Because e-commerce sales are expected to generate a whopping $370 billion between now and 2017, a strong company web presence should be a top priority.
In order to maintain a competitive edge in the online world, a web design strategically geared to drive traffic and conversions (while simultaneously promoting a trustworthy brand presence) is the first step.
Today, let’s take a look at four components digital marketing experts look at when creating an effective site design.
Know your Purpose
In order to create an effective web design, companies need to understand why people are visiting their site, and where they were referred from. In part, this is to understand how and why traffic is being driven to your site; more than that, however, is the fact that analyzing site traffic gives companies a better understanding of why their target audience need their services, and how valuable those services are to the customer. Once you’ve determined your true value to your returning site visitors, start strategizing ways you can extend that value to new visitors.
Use Easy to Read Fonts
The type of font you use for your website will play a substantial role in how well users are able to navigate your site. Keep in mind that the ideal font size is 16 pixels, and that straight-forward fonts such as Arial and Verdana are much easier to read online. While it may seem intuitive to incorporate as many complimenting fonts onto your page as possible, any more than three different font styles can be confusing to visitors. When designing the font for your page, keep in mind that simple and uncomplicated is the best plan. Easy to read fonts are particularly important for your blog pages, as 52% of consumers have admitted that blog content was an influencing factor on their purchase, and 57% of marketers have actually acquired new customers as a result of blog efforts.
Adding visual content to your website will break up the monotony of the written word, and (when used correctly) can help your page connect better with your target audience. When picking the images for your site, be sure to use professional photos that are high quality, and don’t forget to ensure you’re actually licensed to upload those images onto your page. If you represent a business that is on a tight budget, know that you can access stock images from graphic design sites such as Canva for as little as $1 per image. While these stock photos are generic, they will provide you with the visual content you need to complete your design while you budget for better graphics in the future.
Navigation & Layout
The layout of your page is one of the most important factors of a site’s web design. The way visual and written content is laid out can play a big role in your bounce ratio and the number of conversions your site is receiving. Studies have shown that using a clear-cut navigation bar in a highly visible area of your site (such as the header and footer) work best. In the U.S., mobile media time has become more prevalent that desktop time, and because 44% of mobile users have stated they’ve had trouble navigating a website, it’s critical for businesses to make sure their layout and navigation is as mobile friendly as possible.
As the internet continues to grow into a multi-billion-dollar revenue platform, it is exceedingly important for businesses to prioritize their web design. Keep in mind, the components we’ve discussed represent the visual side of design; because 40% of internet users say that a 3 second load time is too long to keep them waiting on a page, many design strategies include caching, plug-in evaluation, and other technical design aspects. In fact, evidence-based researcher Jakob Nielson has recently released a survey that proved that businesses who placed 10% of their development budget into website usability saw an 83% improvement in conversions. Elevation approaches each web design project with a customized strategy deliberately developed to deliver measureable results; if your company needs a more responsive, effective web design that will provide you with a strategic way to track your ROI, contact our team to discuss your options.