As common as it is to say “don’t judge a book by its cover,” websites are subject to an extreme level of snap judgements that immediately influence perceptions of credibility.
It’s a simple matter of choice. Chances are for any given search query, there are multiple search results that fit the needs of the user. It’s simple economics:
A surplus of good options drives the price—or in this case, the level tolerance for bad websites—down. So yes, websites are judged swiftly and ruthlessly.
so here’s where responsive web design comes into play:
Websites that are not mobile responsive are by nature poorly designed, because they don’t provide an optimal user experience.
No company wants its website visitors to be wary of referring them.
Have a website that users need to pinch and zoom on their mobile devices to view? That user is as good as gone—and they should be able to figure that out in 0.05 seconds.
Nowadays, all website should feature responsive web design. In other words, the display of the website should adjust based on the pixel width of the website upon which it’s being viewed.
If you have a responsive website, aspect ratio becomes less important, because the priority is filling the screen on every device in a way that is legible, compelling and easy to navigate.
In tip #21, we’ll learn that 50% of U.S. e-commerce sales occur on mobile devices.
If smartphones alone account for 63% of retail website visits, there must be a gap in the quality of retail mobile sites that causes conversion rates to be lower.
Still, 63%—a number primed to be bolstered by retailers putting more effort into their mobile shopping experiences—should be a large enough slice of the pie to drive retailers with poor mobile experiences to action.
Congratulations! You got past the 0.05 seconds of doom. Now what?
Well, you’re not quite out of the weeds yet! In fact, any snag a user hits on your site—whether it’s related to design or navigation—can be fatal to your chances of turning that user into a lead.
Here’s a great example:
Remember the Restoration Hardware homepage that I was praising in statistic #1? As it turns out, the cover looks a lot better than the book.
Design-wise, the site looks pretty good throughout, although this is helped in part by the great images of beautiful, luxurious products. But when it comes to the layout, the site can be a bit vexing.
When I hover over any category on the navbar, it gives me a dropdown menu. Nothing wrong with that—except for the fact that each dropdown menu has its own series of dropdown menus, creating a sea of nested content that can be extremely frustrating to find.
The internet doesn’t hand out second chances. In fact, everything we’ve learned so far tells us that bad website design, outdated aesthetics and low usability are major credibility killers.
Try to get to the root of the issue.
If your website hasn’t been updated or redesigned in 5 years, the answer is probably pretty simple: Implement some of our design tips from above and create a modern, responsive website.
But what if you recently completed a redesign and find that many users are bouncing, and your conversion rates are lower than expected?
Here’s a helpful guide with tools you can implement to improve your website’s User Experience and conversion rates.
This makes bad UX the most significant weakness agencies identified
It seems as if there may be a pattern here:
User experience and design are not separate concepts. They couldn’t be more connected.
If a company fails to update and fix broken images on its website, what does that say about the company’s attention to detail and level of organization?
Probably not great things.
Similarly, images have the ability to significantly slow down the load time of the pages that house them, leading to even more user abandonment.
Luckily, the culprit for slow load times of images is easy to identify: large file size.
While it may be tempting to pepper your website with beautiful, high resolution images, it can greatly detract from your website’s effectiveness. In fact, not only does slow load time effect user behavior by causing users to leave your site, it also affects SEO.