Design websites that are appealing and deliver results.
Ask architects about the meaning of Form Follows Function, and you can expect a treatise-like answer on how little style matters if a building doesn’t achieve its primary goal. When it comes to websites, it’s the same rule.
You can WOW your user with a stunning website but they are unable to navigate through the website. Is that really the best possible direction to help your business succeed? Not really, stop designing websites that look good and start designing one that works and delivers results.
The Distraction of Beauty
Beautiful websites are eye-catching. You certainly don’t want a web presence that drives visitors away from your brand.
What matters most when designing a website? Anyone with a marketing mindset knows the answer: its ability to turn first-time visitors, who are experiencing your brand for the first time, into return visitors and, eventually, customers. Offer steps in the form of calls to action that encourage first-time visitors to learn more, and return visitors to convert into customers.
The Negative Impacts of Bounce Rate
Bounce rate stands for the percentage of your visitors who leave after viewing only a single page. A high bounce rate (typically classified as anything above 70%) can hurt your website’s search engine optimization.
You should aim to keep your visitors on your site for as long as possible and on as many pages as possible. Search engines like Google consider bounce rate as measuring user engagement on your site, which in turn influences how relevant their algorithms determine your website to be.
A high bounce rate tells the search engine that your website must not have the quality necessary to keep your users engaged. Beautiful graphics and layout can actually harm your digital exposure.
The Perils of Page Load Time
The idea of a website that WOWs visitors with its stunning graphics remains tempting. But have you ever thought about how much space those graphics take up on your web server? More space means longer page load times. If your page takes too long to load, your page simply won’t show up even if terms and phrases are relevant to your business. Studies show that visitors only wait 3 seconds for your website to load. The same study estimated that if your e-commerce business pulls in $100,000 per day, every second in page load delay could lose you up to $2.5 million every single year.
Beautiful graphics are undoubtedly tempting inclusions on any website design. And make no mistake: you should be sure that your website looks good. But should you emphasize that fact over its function? Considering the abundance of evidence, the answer is a clear no.