Guide: 5 Ways Web Design Impacts Customer Experience – Updated 2022
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Web design is one of the most important parts of any Internet marketing strategy, how it affects customer experience is paramount to your success.
Web design has a huge impact on digital customer experience in several different ways. Your site’s aesthetics, usability, any other crucial factors are essential to your company’s long-term online success.
But how much does your business website actually impact your bottom line?
In this post, we’ll take a look at five major aspects of web design and how you can improve.
Web design most obviously impacts your site’s appearance. You choose how your site looks, which plays a huge role in your company’s first impression on new online visitors.
Often, you’ll hear marketing experts (including us) talk about web design in two extremes:
Older websites that look like they were made in 1996 eek!
Newer, sleeker websites that adhere to modern web design standards.
Many websites fall between those two options, but they represent opposite ends of a spectrum.
It’s possible to have a site somewhere in the middle such as a business website that looks attractive, but maybe it was last updated in 2007.
Regardless of how your site looks, the goal is to have it as current and up-to-date with modern design trends as you can.
Modern web design trends include:
- Responsive design
- Parallax scrolling
- Big, bold fonts
- Eye-catching “hero” images
- Video enhanced content
Responsive web design means using the code on your website that makes it look and function the same, regardless of the device someone uses to access it.
So whether someone comes to your site from a smartphone or a desktop computer, they’ll get a great experience and find the information they want.
Parallax scrolling means overlaying two visual elements on a page and moving them at different speeds as someone scrolls.
Then, when someone looks through a page on your site, they’ll get a cutting-edge visual experience that keeps them engaged and reading.
Big, bold fonts have been in vogue for a few years now. Essentially, the concept refers to using sans-serif typefaces that are easy to read on screens.
That makes your customer experience on your website smoother, and it lets your viewers get the most value from every sentence on your site.
Eye-catching “hero” images are big, full-width graphics near the top of articles that provide you with summarizing visible representation of the written text below.
They became the name “hero” because these images champion this article with which they’re associated. They’re ideal for creating clicks for social media especially, and they’re ideal introductions to real interaction or discussions on your site.
Last, video enhances visible elements that help split up text and instruct your visitors further especially gen z who have a shorter attention span so have less time to read a lot of words, much prefer a straight to the point video explanation ( Tik Tok, Instagram, Twitter stories etc proves this further ).
But this all has to do with your site’s appearance. Web design impacts a lot more than just how a website looks.
Professionalism refers to the impression you make on your site’s visitors before they ever start reading your site, a good branding campaign has already attracted your visitor before they even visit.
When someone arrives on your business website, you want them to understand that you’re a modern, respectable business. This impression is largely based on how your web design represents you.
Several web design elements contribute to professionalism, including:
- A culture page
- Photos of staff
- Customer results
A culture page is part of your site that’s exclusively dedicated to talking about your company’s approach to daily operations.
Do you have certain values at your company? Do you maintain certain traditions? Do you celebrate anything unique?
These are all great additions to a culture page since they show what your company does besides work. Even your customers will be interested to see that your employees are happy.
Speaking of employee happiness, photos of staff on your website can also go a long way in reinforcing professionalism.
Whether you choose to show them together at a happy hour or hard at work is up to you. Either way, you’re adding faces to your business that shows visitors you’re more than a brand name, you’re a thriving company.
Last, you can showcase customer results. If you can quantify your work in any way even if it’s how many air conditioners you repaired last year you can highlight that information on your site.
This demonstrates professionalism because it shows that you have your customers in mind, even those who haven’t converted yet will see this as subconscious reassurance on your website.
Visitors who see that will understand that you’re a customer-focused business that values itself in terms of what you can deliver the enhancing user experience.
Still, professionalism needs another element that web design can offer and it’s essential no matter what kind of business you own.
Clarity means designing your website so visitors can find what they want as quickly as possible.
Most often, this means improving your navigation. Intuitive and familiar navigation styles allow your visitors to quickly find the information they want.
Today, navigation comes in a few well-known styles:
- Drop-down menu
- Breadcrumb navigation is inspired by the story of Hansel
Whenever someone clicks on a new web page, your site automatically adds their earlier web page to a navigation bar. Then, a consumer can click back to that page in an instant if they want.
A drop-down menu lets someone hover their cursor spanning a menu concept and start to see the websites that category has.
Then, they can go to the page that needs them to get the info they want.
These navigation strategies could work mutually, too. Your homepage may use drop-down menus, as soon as someone clicks to a fresh page, you may use breadcrumb navigation on that web site to let users get back to where these were.
In a natural way, you have loads of additional options for navigation. But they are both the most popular and useful in the web design world.
4. Load time
Load time identifies the time someone must wait for a full page on your site to show on the device(s).
Load time is a significant Google standing factor, and it’s become imperative to online success as more consumers move toward utilizing the web on cellular devices especially.
The present-day Internet user can be used to the notion of websites that display in the blink of an eye and moreover use negligible data.
So how is it possible to lessen your site’s loading time?
- Optimize image sizes
- Remove auto-play videos / audio
- Use white space
First, you can optimize image sizes on your website to make certain your business website loads as fast as possible.
To achieve that, use .jpg data for your images. This is actually the best way to enable showing high-resolution pics or pictures while minimizing how big is the file.
Next, you should remove auto-play multimedia like video recording and audio.
This means your users won’t use big chunks of their mobile data when each website visitor goes to your internet site on the smartphones.
Plus, auto-play multimedia can be an irritating way to market content anyhow. Most users will leave your web page if they get there and there’s automatically a video tutorial in their face.
Instead, make your media require manual activation on every web page.
Last, you can use white space more frequently to reduce data demand.
White space is any unused space on your web pages. No text message, no images, no videos – nothing at all.
White space spreads out your text message and elements to make them simpler to see, especially for mobile users.
This makes it easier for visitors to understand everything on a page so they don’t have to re-read content on your business website relating to your product or service.
In a nutshell, that makes white space focus on two levels. It can help your pages load super fast and it makes them more readable. ( Also with dark mode as a trend these days even easier to implement )
Overall, all this makes your web design imperative to the swiftness of your site. You can even use these strategies mutually to help your own pages load as fast as possible.
Conversions are probably the most significant part of website design.
In the end, your business won’t prosper online without them.
Website design can impact conversions in one thousand various ways, and they’re all important, but these three are a few of the most impactful:
- KISS principle
Colour sounds typical, but in site design, it identifies a colour scheme that intelligently uses contrast to showcase selling propositions.
So if your site runs on the cool colour scheme, use warm colours like red or yellowish for your call to action buttons.
This helps potential website visitors stick out so people will subconsciously see them easier and be more likely to convert.
The KISS process stands for “Keep It Simple, Stupid.”
The idea is always that simpler designs are better designs. When you yourself have an easy-to-follow, simple website, you make it that much easier for people to convert.
You don’t need noisy backgrounds or showy sharp graphics to sell your small business online it’s actually safer to stay simple when creating your business website.
With Human faces on your website you show someone the real human side of your small business this will make sure your website visitors feel more comfortable contacting you.
It might not exactly appear to be much, but that runs quite a distance in building trust, fostering a beneficial relationship, and finally earning a fresh customer.
Through the use of all three of the concepts simultaneously, you make your site far more efficient at gaining new customers.
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