Did you know that 52% of online shoppers abandon websites and don’t return, just because they don’t like the site’s overall aesthetic? No business wants to deter that many customers, but often, this is exactly what their website is doing due to poor design. The website design impact on buyers is profound, influencing their perception and decision to stay or leave.
Thankfully, as long as you strategically consider your website’s design, you can be more confident that online shoppers will stay on your website and buy from you. Here are a few things to remember to make your company’s website design effective:
What’s Your Type?
Believe it or not, even something as simple as the font you use on your website can influence buyers. In 2013, the New York Times collaborated with Cornell psychologist David Dunning to create a test that evaluated which fonts inspire confidence in readers.
The test involved the Times sending various readers the same article about a scientific study—but each article was presented in a different typeface (such as Baskerville or Comic Sans). The 40,000 readers then took a quiz that asked them how confident they were in the results of the study. It turned out that Baskerville generated the greatest amount of trust in the study, while Comic Sans caused many readers to flat-out disregard the results.
This study proves that the typefaces on your website can impact how your visitors perceive your content. So instead of simply choosing a font you like for your website copy, do some research! Figure out which fonts send your visitors the right messages and/or make them feel confident in buying from you. This is a crucial aspect of understanding the website design impact on buyers.
Consider the Color Wheel
Colors have a powerful effect on how visitors perceive and respond to your website. According to Elizabeth Steele, the use of distinctive colors improves brand recognition by 80% and brand comprehension by 73%. So if you incorporate unique colors into your website, logos, and overall brand, you can attract more buyers!
Also, remember that every color sends its own unique feeling and message to consumers, so it’s important to choose your colors carefully. For example, if you want consumers to feel a sense of trust and security when visiting your website, use blue (my personal favorite color). If you want visitors to feel relaxed and at ease upon seeing your site, use green. When you take advantage of the power of colors, you can better influence your target market in the right ways, enhancing the website design impact on buyers.
Embrace Images
Every day, the internet is getting smarter. That’s why search engines such as Google–and even social media sites like Facebook–are putting more time and effort into indexing images on websites and rating them for search engine optimization. As a result, articles featuring images get 94% more total views, according to SteamFeed. Take advantage of this statistic by including images on all of your website pages to optimize them for search engines!
Aside from increasing website traffic, images also encourage website visitors to buy from you. According to the Journal of Electronic Commerce Research, product images are one of the most influential risk-reducing factors for online shoppers. However, these images must be vivid and clear because Jeff Bullas reports that 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product from an ecommerce site. So don’t hold back on the imagery! Take the time to incorporate relevant and captivating visuals into your website so you can attract more visitors and buyers. This approach significantly amplifies the website design impact on buyers.
Mobile Responsiveness and Speed
In today’s fast-paced digital world, ensuring that your website is mobile-responsive and loads quickly is crucial. Mobile internet usage continues to rise, and if your site isn’t optimized for mobile devices, you’re likely losing potential customers. Google’s research shows that 53% of mobile site visits are abandoned if pages take longer than three seconds to load. Therefore, ensuring your website is optimized for speed and mobile use is essential for maintaining the website design impact on buyers.
User Experience and Navigation
A well-designed website isn’t just about aesthetics; it’s also about user experience (UX). Your site should be easy to navigate, with a clear structure and intuitive interface. A confusing website layout can frustrate visitors and drive them away. Ensure that important information is easily accessible and that the navigation menu is straightforward. By improving UX, you enhance the overall website design impact on buyers, encouraging them to stay longer and engage more with your content.
Final Thoughts
If your business website isn’t getting enough attention or interaction, the reason could be related to your website design. By focusing on elements such as font choice, color schemes, imagery, mobile responsiveness, and user experience, you can significantly improve the website design impact on buyers. If you want to elevate your website’s design and increase engagement, my team at StringCan Interactive can help you take it to the next level.
Remember, your website is often the first impression potential customers have of your business. Make sure it’s a good one.
“What changes can you make to your website design today to enhance its impact on buyers?”
Share your thoughts in the comments below!
