If there is one thing the most successful websites have to teach about online marketing, it’s the basic concept of “less is more.” Years ago, when Google was just a fledgling search engine site it was competing with sites like Excite, Yahoo, Hotbot and Webcrawler. Google quickly outstripped them all and it began with a concept that the others hadn’t considered. Google’s site was simple, straightforward and no-nonsense.
It goes without saying that Google is now THE premiere indexing service on the web. They set the standard for SEO (search engine optimization). Still, with just a few modifications and creative variations over time, Google’s philosophy is basically the same today as it was in the beginning: an un-cluttered home page, a search bar and its two signature “Google Search” & “I’m Feeling Lucky” buttons. A few more options have appeared on homepage over time, but they don’t really interfere with the simple concept of its presentation.
Simpler is Better
The idea behind Google’s design is simple: they want users to go beyond the home page. They encourage this by not presenting a cacophony of distractions to their visitors. There are just two ways in. Many other sites today are following Google’s lead. Consider the home page design of sites like Groupon or Dropbox. Facebook also figured out right away that a simple approach works best. In every one of these examples, there really is just one real door leading to the site’s content. If you want to see any of it, you need to click past the home page.
The examples above show beyond any doubt that successful e-commerce websites are ones that keep things simple. Websites that follow a minimalist design model are easier to build and navigate. They are also more readily responsive and they generally load faster. Most importantly, they are easier to update and troubleshoot.
Visitors like simplicity and they like speed. Page load times need to be fast and the content needs to be easily visible and scannable, particularly on mobile platforms. People find what they are looking for faster when there are fewer distractions. From a business perspective, simple design also equates to less bandwidth. This keeps web servers running at peak and helps deliver an experience that is the same (or very close in experience) for all visitors to the site.
Tips for Simplifying Your Site
More and more online business owners every day are learning that simplicity is a good design strategy. The average user’s expectations are increasing by in terms of content, responsiveness, and ease of use. Here are just a few strategies you can implement that will help simplify the overall look of your website and help generate more traffic and click-throughs.
1. Bells and Whistles are a Distraction
Don’t festoon your site with flashy content. Instead, direct your visitors’ attention to the places you want it: where your product is and how to get it. Those clicks need to be clearly defined and visible. Visitors need to see those vital parts of your page clearly and they need to be able to find them within seconds. Consider removing borders, excessive images and backgrounds – anything that creates clutter. Check out Google and Dropbox. White works.
2. Determine What Needs to Be There and Remove Whatever Doesn’t
Ask yourself what each element on your page is doing to enhance the customer experience. If you can’t pinpoint the, answer, chances are good that all those elements are doing is taking up space and and eating bandwidth. You want your site to stand out and you need your branding to be clear, but a single defining graphic can accomplish this.
3. Stay on Top of Backend Design
Is your site running on outdated and antiquated technology? Is available technology being under-utilized on your site? Have a chat with your IT department or hosting firm and strategize ways you can speed up things server-side.
Making a few minor adjustments can and will position your website to compete effectively in a competitive global marketplace.
Want some more information about what Cozy Digital can offer then feel free to check out our website design packages or give us a call for a friendly chat on 0131 560 1790.
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