A fancy website isn’t necessarily better. Some website owners think that embellishing their pages with a glut of images, videos, and detailed fonts will attract users. On the contrary, studies have shown simple websites load faster and convert better.
(Pixabay / janjf93)
Here are a few reasons why a simple website is preferable:
- Streamlines your message — If your website is overflowing with special offers and other tons of messaging, your reader may feel overwhelmed and leave your site. What’s your desired end? More website leads and sales! If you want a viewer to buy a product or service, spell it out clearly. Let users know your benefits. Then be clear about where you would like your users to go from there.
- Clarifies your call to action — If you design a complex site, a user may not be able to find the call to action or buy button. Design your web pages so that your CTA stands out clearly from the rest of your content.
- Boosts conversion rates — A simple website has a simple focus — to guide users to the conversion funnel. All you have to do is convince the users why they need your product, and they will click the buy button. Anything that diverts focus from this end goal should be dropped.
- Caters to cognitive fluency — The brain gives preference to things that are easy to think about. Visiting a simple website instructs the brain to do one thing — decide whether or not to purchase the product or service. If you keep the choice that simple, users will be more likely to oblige and make the purchase.
Don’t ask your visitors to perform complicated thinking just to buy your product. In our busy culture, people need things to be quick and easy. Ensure that they can get the gist of your message at a glance and navigate the purchasing process with ease.