Dennis Frianeza, Negosentro | As online shopping became as regular and simple as going to the grocery store for milk, businesses have started to race towards client acquisition in numerous ways possible. The race has led to “busy” website looks becoming the norm. Many believe that the more items and pizzazz the landing page possesses, the more tempting it will seem. However, the truth is often the opposite, as people come to a certain page to find information and images, depending on what your company offers. More often than not, when it comes to online sales, the less bells and whistles there are, the better. We are here to show that your business can benefit from the simplistic approach, and this is why.
Online and real life shopping are two very different experiences. When people visit stores and malls, it’s usually for the social aspect, and the possibility of sitting down, having a chat, and just window shopping. With online purchases, it comes down to browsing quickly, and buying even quicker. Clients use online services to get things done more quickly and economically. Having too many distractions (like one would in real life), will definitely turn people away. If they can’t see the relevant buttons because of ads and related products, frustration builds up quickly, and they turn to other websites. The fewer clicks it takes to get the desired product, the better.
We live in the age where digital natives are slowly becoming a vast majority – children born in the era of smartphones and easy-access WiFi, who navigate the internet far better than anyone three times their age. However, the reality is that digital immigrants – those born pre-internet are still around, learning how to keep up with the quickly developing age of information. Making convoluted websites with stylized navigation that takes a young eye will most likely eliminate the older demographic. Depending on your target audience, hire a designer to optimize the look of your most important pages, to ensure you aren’t unintentionally excluding a large portion of possible clientele.
Believe it or not, the more options you leave for your users, the more stress they experience. In 2015, the CEO of Tesco realized they suffered great financial losses due to offering a significantly greater variety of the same product than other stores (i.e. 224 types of air freshener, versus only 12 in Aldi). So what happens with websites? The more options you offer – over dozen of different services, deals and related products, the less they will actually settle for one. It creates the stress of choosing the best, and the insecurity about which option that is, so the purchase is put off, most often indefinitely. Streamline the decision making process, because it will boost your sales.
When it comes to first impressions, logos are what sells a certain brand. For a small business, it is important to stand out, and create a memorable logo that will contain all that your company is “about” in just a single stylized image. Not to get into design detailing, which is best left to professionals, what we do advise is to carefully study big brand names’ logos. Write down what about them leaves the image ingrained in your brain. Oftentimes, it is the color, the minimalist approach, and a stylized interpretation of what your company offers.
Draw the eye
If you have a photo gallery as a part of your website, or rely heavily on color and visuals, find an expert who will know how to maximize conversion rates through simplified design. Web design professionals like Bapple Web Agency, who specialize in small businesses, advise against making visually busy websites. When the landing page (and any other relevant page for that matter) is chock-full of details and images, then no image leaves an imprint on the user. With minimalist design and a strong solid-colored backdrop, you control which images are important, and what you want your users to feel drawn to the most.
Just as images can clutter up a page and distract the user from the important information, so can a jumble of unnecessary descriptions. Regardless of whether you are displaying blog posts, recent updates on your business FAQ page, or putting up a description on a product or service, less is more. A vast majority of people skims texts for important keywords, and if you keep the word count short and concise, you increase the chances of the text being read in full. Finding out what your consumers deem important for the type of product you offer is bound to make the process easier.
In the end
Minimalism almost always wins. It helps boost your business by making your website look sleek and professional, which people perceive as confidence and reliability. It can attract a demographic you didn’t know you were actually excluding, and even increase your sales if you try to so much as change the size of your fonts and shorten your page texts. With the digital age, people’s attention changed, and now most of them want their information and products quickly, and without much hold up. Even a small thing as a simple website will cater to this need, and you will most certainly benefit from this.