Why design matters for engagement
Over the following pages…
How we interact with websites
People leave websites for many reasons, but the beauty of modern frameworks, compared to a decade ago, is that they offer developers, designers, and content creators more freedom to think outside the box. This freedom allows for the creation of beautiful, user-friendly websites that specifically target engagement, keeping users on the site longer. This, in turn, leads to increased contact and more sales opportunities.
Here are some key statistics on how users interact with websites:
- 50 milliseconds: The average time it takes for users to form an opinion about a website.
- 57%: The percentage of users who won’t recommend a business with a poorly designed website.
- 75%: The percentage of people who judge a company’s brand credibility based on its website.
- 94%: The percentage of negative feedback about websites that is design-related.
- First impressions are 94% design-related.
- Positive first impressions lead to higher satisfaction and longer retention.
When it comes to the design (look and feel) of Aled Ellis & Co Ltd’s next website, we’d adopt a less is more approach. This means focusing on a simple yet sophisticated design that prioritizes visual appeal and compelling content, delivering a user experience that stands apart from competitors. This direction builds on the design refresh completed in 2020.
A simpler website will engage and convert more
Businesses with simpler, easy-to-use websites have long seen better user engagement and higher conversion rates. By giving visitors quick and easy access to the information they need in a clear and attractive way, they keep users interested longer, which leads to more opportunities.
Simple page layouts with plenty of whitespace help shift the focus to the written and visual content, which in turn encourages action. This is why many of the world’s top brands, such as Louis Vuitton, Prada, Sunseeker and Aston Martin, use simple, elegant, minimalist websites.
Simpler websites also work better on smaller screens, are easier to maintain and keep secure, and offer lasting value because the design stays relevant over time. Another benefit is that keeping visitors on your site longer (dwell time) reduces bounce rates (people leaving quickly), which can improve search engine rankings. Higher rankings mean more visibility, leading to more chances to attract potential clients.
We started this approach during the 2020 design refresh, and should we be asked to build the next website, we believe it would be valuable to continue with this simple, minimalist style.
A 2012 Google study found that users consistently find visually simple websites more appealing than complex ones. Websites with simple designs that follow familiar layout patterns (called “prototypical sites”) are considered the most beautiful. In short, simple is beautiful, and beautiful websites convert better.
Benefits of a simpler design:
- Design is more appealing
- Look and feel is more exclusive
- Imagery has more value
- Design doesn’t age
- Competitor differentiation
- Competitive advantage
- Easier to use
- Pages load faster
- Users stay on site longer
- Easier for Google etc to scan
- Easier to maintain
- Increased conversions