Users consistently cite the same obstacles that prevent them from achieving what they came to a website for: people complain that there is too much going on and that key information is hard to find or users have to complete too many steps until they discover what they are looking for.
The good news is that if you follow a few simple rules, it is not difficult to keep your users happy. Here a are a few tips to avoid some of the traps when designing a new website or refreshing the design of an existing website.
You need to make it as easy as possible for your potential customers to find the information that they are looking for. Therefore, your website navigation should be logical, intuitive and straightforward.
Bad content structure can destroy your conversion rates. It is estimated that 50% of sales are lost because people can’t find what they are looking for. So it makes sense to group similar content together and to keep it concise and clear.
Minimalist websites can be very effective and beautiful if done correctly. Your website design should reinforce your credibility and communicate your messages to your target audiences. Anything that takes away from your messages is clutter. Also remember that the colour palate, the typeface and the general tone of your website can have an enormous impact on conversion and customer retention.
With mobile traffic constantly on the rise you also want to make sure that navigating your site is equally simple on mobile devices. Responsive website design provides an optimal viewing experience across a wide range of devices including mobile phones. It allows easy reading and navigation without the expense of building a customised mobile app.
So remember that you should design your website with your users and business objectives in mind. If you want to learn more about website design that maximises the user experience and enhances customer satisfaction don’t hesitate to get in touch.Darwin Digital is based at EPFL Innovation Park near Lausanne, Switzerland.