Having a web page is essential for a company to be known.
Not only is it a letter of introduction, but, increasingly, it becomes an important channel for attracting customers.
Yes, if you have a good web design.
The user expects to relate to the web pages as if he did with a person. That is, he expects the virtual world to be as close as possible to the real world. The design of web pages is a complex task involving many factors that can determine whether a user becomes a client or not.
If you want to know what they are we explain them to you …
Consistency
Probably the most important aspect of web design. Consistency means that all pages have a common general structure. And this affects both the ease of navigation, as well as the colors, fonts, styles and registers. It says a lot about the image of a company.
A good design is the first step towards consistency. And careful work is necessary from the beginning.
Ease of navigation
As we have already pointed out in previous posts, navigation and user experience are key. The structure of the menus and the categorization of the content should ensure that the steps towards conversion are few and simple. Ideally, this process should never be greater than three steps. And the clearer it is, the better.
Put yourself in the user’s place and detect those points that may confuse him or cause him to leave the process.
The color of the links already visited
Something as simple as highlighting the links that the user has already visited is a good example of how to facilitate navigation. The clarity of a web page is that the user knows exactly where it is. What you are looking for, and above all, where you have not found it. Unnecessary repetition bothers.
Another important issue is to distinguish the internal links from the external ones. The best way is to make external links open in new tabs so that the user is not invited to leave the page they initially visited.
Visual hierarchy
When a user lands on a website, he or she searches for something specific and finds it depends on the visual presentation of the page. It is recommended that there is not too much text, time is something valuable. The information arrives much more clearly when it is concise, well organized and has visual support. The adaptation to cultural reading patterns (in our context, from left to right and from top to bottom) will also make it easier to arrive directly. The text structure in F or Z are, in this sense, the ones that work best.
Alternatively, the grid allows a simple organization of the content so that the movement is only vertical.
Content
The internet greats have repeatedly declared the progressive importance they will give to the quality of the content of the pages. Both Google and Facebook analyze with greater rigor the relevance of the content with respect to its quality and the correctness of its presentation. If we think that 95% of the information on the Internet is in written format, the revision of the texts and the language used is necessary.
If your page includes subscription pop-ups, it also prevents them from appearing too quickly or disrupting the user’s experience.
Beware of advertising, if you have it, you can saturate the page with things that do not interest the user.
Detect the errors of your page
As we noted above, the errors of a page can confuse the user, make it difficult to reach the content that interests him or directly cause him to abandon it.
Having the page adapted to mobile devices, that there are no broken or expired links, that there are no writing errors and that the multimedia content is loaded correctly seem obvious issues, but they are frequent problems.
The loading time is also decisive when it comes to making the user stay and commit to the page and its content. One piece of information: if the loading time is longer than 3 seconds, the probability of abandonment increases by 32%. Google word.
Reduce the options
The more options you have, the longer it takes to make decisions. Therefore, it is important to limit the alternatives of each page and, above all, each step of the conversion process. Offering clear, simple and direct options has a positive effect on the user. It narrows the path to what you are looking for on a page.
Scroll
When the content is offered vertically, the time the user spends on the page increases, and the depth of the displacement also increases. It’s simple, because the more interest wakes the content, the lower the user will arrive.
Remember that the depth of displacement is also a metric used to measure the commitment and interest of the user for the content of a page. Also, if the information is complete, it increases your likelihood of conversion.
Let the buttons say what they do
Few things are as frustrating as an unrealistic expectation. It is not difficult to find pages with elements that confuse. Buttons and links that are not, or worse, that do not do what the user expects. The immediate effect is the loss of user confidence, and its likely exit from the page.
We repeat: the clearer the user’s interaction with the website and the conversion process, the more successful the page and the brand will be.
Responsive
The evolution of the mobile market is indisputable, and it is already navigating more from mobile devices than from computers. That’s why we cannot stop insisting that web pages are adapted and responsive to facilitate navigation. Google Analytics, like many other tools, offers data about the devices from which the page is accessed. With them you can cover a wider range of users. Keep in mind that the position of the elements in different devices can cause the conversion or abandonment to vary.
Do tests
That you like your page is important, but that does not mean that your users like it. The famous A / B tests are very useful when we talk about the design of web pages. Especially when it comes to analyzing which content presentation or structure works best on a page so that the user commits to it. The position of an image or the patterns and structure of the text may offer different results. It is advisable to try to optimize the adaptation of the content presentation to the one that best serves the user.
Do you want to have a special web design for your clients?
Conclusions
Usability and user experience have become the true axes of web design. And, in this sense, offering a positive experience will make the user not choose the competition.
The positive experience depends on a set of factors. They include the organization and presentation of both the page and the content. However, care must be taken to prioritize aesthetics about usability. Avoiding distracting elements and shocking colors will also contribute to a positive user experience.
Following these tips you will have a page adapted to the times in which trust, simple and clear prevail.