An effective web design is not determined by the owners of the site but by the users. There are factors that affect a site’s usability. A successful website goes above and beyond form (how it looks) and function (ease of usability).
The site’s design is more important for user conversion than you think. You can use all user conversion-boosting platforms in the world, but if your site looks like it’s very poorly done, it will do you no good.
In fact, it will hurt your business’ credibility and look poorly in Google’s eyes. So what makes a web design successful? This article details the principles of web page design that is not only aesthetically pleasing but also engaging, effective and easy to use.
Here are 8 successful web design principles you should know and understand.
Aesthetically pleasing to the right users
Your target customer is your specific market segment—your clients. So it follows that your web design elements you be tailored to your target customers. The design should explicitly appeal to demographic-specific consumers.
A little bit of research can go a long way, so determine consumer habits since they reveal buying preferences such as colours, image types and other design features. A high number of site visitors is of no use if they don’t convert, eventually.
Less is more
Your site’s purpose is sometimes overshadowed by too much design elements cramped on one page. It ultimately distracts the consumer from purchasing your products. An effective web design is simple. It is clean and makes the site easy to navigate yet aesthetically appealing that it attracts the consumer to stay on the page. Unnecessary or distracting design features clutter your site and don’t necessarily serve any purpose other than distracting the consumer from converting. Always remember the end game and know your site’s purpose.
Functionality and usability
Functionality and usability should drive each design decision. Every link should function and every CTA must be correctly positioned to achieve an easy and clear path to consumer conversion.
Innovative, not distracting
Imagine Google and Apple’s logos. They’re unforgettable not because they are already famous but because of the innovative use of whitespace. Successful web designs understand how to take advantage of whitespace and other design elements. A site is more effective if it uses a clean, simple design that is surrounded by whitespace, creating a less distracting design and guiding visitors where you would want them to go.
Easy to understand
Your message should be direct to the point. Visitors should clearly understand every headline, phrase and word and not get confused as to what you want from them. Any deviations from your message such as unusual words or less commonly used terms or phrases usually are the barriers to conversion.
Every business is a unique entity. It has a personality of its own and more often is demonstrated in the brand’s service. So the design is the reflection of the business’ unique qualities. The design should be cohesive down to the last detail.
The design should inspire visitors to dig deeper and find out more about the site, ultimately leading them to convert. This starts from the homepage, which should have an initial appeal in usability and design.
Emphasising what matters most
Your design must directly communicate to visitors that your brand can solve specific consumer problems or needs. Part of this process is the balance between copy and images. You should appeal what the consumer wants most.
It’s easy to make a site that converts by simply keeping in mind these design principles. Web design London recommends that you evaluate the current status of your web design. Check whether is it converting or not or which design principles you need to apply for a more useful and engaging and memorable site for visitors and consumers.