I'm in the process of doing some research for the upcoming Science of Website Redesign webinar, and I just found one piece of data that was so interesting, I decided to blog about it right now.
76% of consumers say the most important factor in a website's design is "the website makes it easy for me to find what I want."
What does this mean for marketers?
- Don't obsess over the visual design of your website
- Do obsess over the usability by your customers and prospects
- Don't worry if you or the CEO think your website design does not look pretty
- Do worry about the conversion rate of your website (Are people finding what they need and completing their tasks?)
- Don't use flash, heavy graphics, or tons of video
- Do use these things if it helps your customers get what they want from your website
- Don't reinvent the wheel when it comes to design and layout
- Do use a basic layout that will be familiar to your customers
- Don't differentiate with the design/functionality of your website
- Do differentiate your company by making it really easy for your customers to find what they want on your website
- Test, test, test! The only thing that matters is what your customers do on your website. Sit down with a potential customer, and watch them use your website. See if they can figure out how to get what they want; see if they can easily do the tasks you want your consumers to do. (e.g. "Show me how you would register for our free demo.")
I'll be covering this data as well as tons more tips, tricks, and new data about website design and website redesign projects in the Science of Website Redesign webinar. (So join me... I promise it will be fun!)