Is your company's website working as intended? Does it load quickly enough, offer the right information and deliver a top-tier user experience? If you answered each of these questions with a resounding "Yes!" Congratulations. If not, then it's time to take a closer look at your website.
When it comes to website design, today's consumers have higher expectations than ever before and will not tolerate poor performance. Here are five common web design mistakes you might be making and how to fix them.
1. Why Is This Taking So Long?
As noted by Forbes, 73 percent of consumers identify site speed as a top indicator of overall website performance. What does this mean for your page? If you can't load content quickly enough, potential customers may move on. Today, Google even uses site speed to help determine page ranking, meaning that, if you can't reliably push out data in three seconds or less, you're losing out. Consider using a reliable content delivery network (CDN), which can help improve your site speed by letting your web servers request multiple files at the same time from CDN locations.
2. What Does That Say?
It happens more than you think — companies spend time and money on good web copy but assume that any font, text size and color scheme will be "good enough." If your text is too small, if you're using multiple fonts across your home page or if your text and background color are too similar, visitors will find your content difficult to read. The result? They'll look somewhere else. Solve this problem by sticking to a single font — a simple, sans serif font is often a great choice. Make sure your text is big enough to be legible, and opt for a solid amount of contrast between your text color and your background color.
3. How Do I Get Back?
What does the brand logo do on your webpage? If the answer is "nothing," you're doing it wrong. According to CIO, 36 percent of visitors click your logo to reach your home page; if that doesn't work, they probably won't stick around and wade back through their browser history just to return to where they started. The answer here is simple: Put your <img> tag between an opening and closing tag in your logo to make it active.
4. Why Does This Look Weird on My Phone?
Does your website support mobile devices? It needs to. Consumers aren't going to suffer through desktop-designed sites on their smartphones or tablets. Your best bet for implementing responsive web design that can detect and adapt to the connecting device? Find a reputable web designer to do the work, rather than relying on in-house talent or "free" website builders. Here, expertise can make all the difference.
5. It's Where, Exactly?
Where do users find the content they're looking for? As the Nielsen Norman Group notes, many websites don't make it clear where content is located and often arrange it according to corporate, rather than consumer, needs. To improve the user experience, it's a good idea to involve users in the creation process and get their feedback. What works? What doesn't? What's missing? Speaking of which, make sure your site has a search feature (Google has a custom search box that's easy to install and gives users the ability to quickly find what they need).
Better user experience can help drive more conversions and improve customer retention. Find and fix these common web design mistakes to help boost your bottom line.
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