I’m sure you’ve noticed, but we suddenly find ourselves on the thick side 2019. By now, you’ve probably realised that your business’s website, branding, content and overall design has an enormous impact on the opinions your customers form on the credibility, quality and trustworthiness of your business.
You might wonder; how much does your website’s design, layout and user-friendliness really impact your customer’s online experience and influence the likelihood of them buying your product or service?
Hint: A disproportionately high amount.
Why is great Website Design is So Important?
Here are 9 statistics that go quite the distance in proving the importance of having a professional website in 2019.
“38% of people will stop engaging with a website if the content or layout is unattractive”
– (Source: Adobe)
For better or worse, it takes just 0.05 seconds for a visitor to form an opinion about your website. In this time they determine whether they’re going to stay or leave. Hence, your website’s design, content and layout must entice and reward your users enough to want to continue the journey on the website and find out more about your business and your services.
“88% of online visitors/ consumers are less likely to return to a site after a bad experience.”
– (Source: The Gomez report, Why Web Performance Matters)
In a nutshell; your website has to give a great first impression by being easy to read, easy to move around and aesthetically lovely AND it must compel visitors to stay on your site by immediately answering their questions.
“Judgements on a company’s credibility are 75% based on the company’s website design.”
– (Source: Web Credibility Research from Stanford)
In 2019 your website is the window into your company. It absolutely must exude trust and credibility. Without this, you run the ever-present risk of handing your potential customers over to a competitor with great web design on a silver platter.
“Users spend an average of 5.59 seconds looking at a website’s written content”
– (Source: Eye-tracking study by Missouri University of S&T)
I’m sure you’ll agree – not long.
The answer to making the most of these 5 seconds is to implement a technique called “progressive disclosure,” in which people aren’t overloaded with content they don’t necessarily require this soon, but they might quickly and easily find a wealth of information by digging deeper into the website.
“70% of small business websites lack a Call to Action (CTA) on their homepage and across their website.”
– (Source: GO-Gulf web development)
A call to action button is used for directing users, encouraging them to take a desired action. CTAs categorically boost conversion rates, as well as helping your website to complete its sales objectives.
Assume that your potential clients don’t know what actions you want them to take. Give them big, pretty buttons that can help them find what they’re looking for!
“A study found that, first impressions are 94% design-related.”
– (Source: The Effect of Aesthetics on Web Credibility, Farah Alsudani & Matthew Casey)
“That same study found that 46% of consumers base their decisions on the credibility of a website from its visual appeal & aesthetics.”
– (Source: The Real Business of Web Design, John Waters)
“47% of website visitors check out a company’s products/services page before looking at any other sections of the site.”
– (Source: KoMarketing)
“44% of website visitors will leave a company’s website if there’s no contact information or phone number.”
– (Source: KoMarketing)
We are approached by potential clients asking for us to look at their existing website situation and to give them our professional opinions. We see all sorts. Sometimes they have no dedicated contact page. On occasion, we find no obvious phone number or email address. It’s not too complicated to establish why customers are not getting in touch through the website!
The more you can invest in time, energy, and money you can put into web design, the harder your website will work for your business to generate enquiries.
So, What Does All this Mean?
Your website is being judged all the time, and this judgement isn’t limited to the website as a standalone article. This judgement carries over into the way users see the company as a whole.
These statistics build a strong case for professional web design. Anything short of a great user-experience that a visitor receives on your website, whether it’s design, loading time, content or navigation related is damaging your chances of converting that user into a customer.
“A bad website can tarnish a company’s credibility—but a quality website can help a company extend its sphere of influence and create leads.”
The variable between obtaining a sale or losing it may be as simple as working with a web designer that can help to change the way users perceive your website.