While the look and feel of your website is important, most visitors are not coming to your site to evaluate the design. Instead, they are coming to your site to find specific information or to perform an action. Adding design elements that serve no functional purpose will only make it harder for visitors to accomplish what they are there to do and will therefore drive them away.
From a usability perspective, simplicity is the best policy. Simplicity can be created in a number of different ways:
Albert Einstein once said, “Make everything as simple as possible, but no simpler.” When considering the best website design, make sure every element on a page adds value for the user and the business.
Having intuitive navigation on your site is critical for ensuring that visitors can find what they are looking for. Ideally, a visitor should be able to arrive on your site at any location and not have to think extensively about where they should click next in order to reach their destination or find the information they seek.
Consider the navigation from the business viewpoint as well. The navigation should lead the visitors through the buyer’s journey in order to get a conversion: downloading a white paper, signing up for your email newsletter, or buying a product.
Here are a few tips for optimizing your site’s navigation:
According to ComScore.com, internet access through tablets grew 30% between 2013 and 2015. Internet access by smartphones, meanwhile, grew 78% during the same time period. In order to provide a good customer experience, your website must be compatible with the different devices that your visitors are using as well as the different browsers they are using. Therefore, when considering the best website design, invest in a website structure that has a mobile-responsive design. With a mobile-responsive website, content is automatically resized and rearranged to fit the dimensions of whichever device a visitor is using to access your website.
As a general rule, when people are accessing the internet they are in control of the experience. When they come to your website they are doing it of their own accord. Your job, therefore, is to help them continue to have a good experience. The best website design gives people that kind of experience while also leading them in a direction that will help your company. To learn more, download KEO Marketing’s free Marketer’s Guide titled “5 Strategic Approaches to Website Design and Development for Increased Conversions.”
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