Most people think that building a website is the avenue to success. It gives them excellent access to qualified visitors or potential customers that their business wouldn’t have previously received.
It can make a small operation look massive, and sometimes a large company look deceptively small. Most organisations pay thousands literally for web design and then sit back and wait for the deluge, only to find out the surge of visitors is simply a steady trickle, and those hundreds of sales or conversions don’t come in.
Even if you’ve built or had built the perfectly SEO’d website, don’t think that’s it, you’ll likely get a flood of traffic, but you probably won’t get the conversions you expected to see.
You’re going to have to tweak your website over the coming months until you find out what works.
Simplicity is a web design.
It’s straightforward to fall into the trap of over-designing a website. Simplicity is the mantra of most good designers, and it should be the case with web design.
Don’t cram as many calls to action buttons in every bit of whitespace you’ve got, or the visitor won’t know what to do. Why’s this?
What is choice paralysis?
Choice paralysis occurs when a person is presented with too many choices. I can honestly say I’ve experienced this and consciously thought about it first hand. I’m from a small town in the UK, I’ve lived and worked in big cities, but I’m not a massive fan of them.
I’m happy to spend my day in a field in the open air. When I went to America for the first time, I went to a supermarket, and the level of choice was immense. I was trying to decide what I should get, and eventually, I gave up at the time. I rationalised that I hadn’t been conditioned to making this kind of choice because I wasn’t used to having this many options.
It’s the same with the net. Put too many choices on your website, and the visitor won’t know which action to take, your conversions will dip.
How to find out if your visitors suffer from choice paralysis
Analytics is an excellent place to start; you’re going to need some good tracking software. If you’ve got an e-commerce site, I doubt Google analytics is the right package for you. On the other hand, if your website has relatively few pages, then GA is probably fine.
I think it’s always a good idea to remove the choice options one by one, leaving the site for a couple of weeks and then reviewing the website statistics to see what effect you’ve had.
Often there isn’t much difference to scream and shout about. I used to work for a large hosting company, and their standard webpage was laid out in a particular fashion with body text including a call to action and some request a quote button at the top.
They were effective but could be better. Whilst reviewing the site, I found that one page on the site had a conversion rate that was about five times greater than the other pages.
This page had a simple table that compared three variations of the same product. By replicating this formula on every page, we increased the conversion rate by 300%.
When we tried to increase the number of options from 3 to 5, we saw a drop in the number of conversions. The conclusion is that there was too much choice and the visitor no longer knew what to do.
Displaying the options
It’s also possible to display the options so that the user is directed to the option you want them to take. For example, by highlighting the middle option, you can increase the likelihood of the user choosing that option.
Sounds simple and obvious, but it’s surprising how many websites don’t have these fundamental elements.
The key to really effective website design is simple, and make sure you know from the start what action you want your visitors to take and allow them to keep it by giving them the perception of choice without too much natural choice.
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