Quick Fact: No one cares whether your website is marvelous to you. It might as well not exist if it doesn’t serve them in achieving their objectives.
The fact is that your company’s website is simply another dot on the internet. A speck on the scale of an even smaller speck. In other words, it’s almost non existent.
Comparing Good Design to Great Design:
When it comes to design, there are two types: good design and great design. People, in actuality, have more serious issues and worries. Prospects and clients come to your internet nook to fulfill certain demands and desires, such as:
- Information gathering
- Getting involved in a group
- Looking for a good time
- Taking care of an issue
- Buying anything
No one will gape in amazement and wax poetic over your neat blog layout or slick, new header unless your prospects are designers. Users, for example, develop an opinion on your website in 0.05 seconds (stay or scurry out).
Fatigue from making decisions
Marketers continue to miss the full picture. Just about all online sites today still have horror vacui or the fear of empty space. Unbounce’s Oli Gardner defined it as a “scourge” that plagues most homepages.
Since your homepage receives so many visitors, every department and product owner wants to take advantage, Gardner explained, which results in an extremely chaotic experience that decreases the effectiveness of everyone participating.
Visitors will eventually feel decision fatigue as a result of the experience Gardner explained. Because everything on your site is calling for their attention, a potential customer will flee.
Your horror vacui method is driving people directly into a black hole of decision fatigue, rather than generating a pleasurable user experience. The harsh reality is that following a terrible encounter, 88 percent of internet users are less inclined to return to a site.
And what about the eventual outcome? Low attention ratio. It’s the measurement of the number of things you can do on a page to the number of things you should be doing, according to Gardner. In marketing initiatives, a 1:1 attention ratio is best.
Do you want someone to sign up for your newsletter? There should only be one button that requests this information. With so many navigation buttons and colorful visuals, this isn’t always the case.
Breaking Free from the ‘Something-Nice’ Box
To come up with a game plan, we sit down and confer with entrepreneurs and marketing strategists at AWC. This is done by having a thorough grasp of your brand’s objectives. During this stage, many business owners may express their need for “something lovely to look at” on their website.
However, we’d be the first to warn you that if you want to nurture attention and build a dedicated following, you need to break out of the something pleasant niche.
The solution isn’t in your dazzling graphics or your overall website theme’s brilliant use of colors. Victor Papanek discloses in his book Design for the Real World: Human Ecology and Social Change:
Many modern designs have catered to ephemeral aspirations and desires, but the fundamental necessities of man have frequently been overlooked.
The novel by Papanek was released in 1972. His words are still relevant today.
When Excellent Design Isn’t Enough
Haven’t we learned anything from Steve Jobs and the rest of Apple’s design team? The team demonstrated to the rest of the world that designers can be strategic as well. And being the brand that people are eager to invest in, both financially and emotionally, requires more than just outstanding design.
You must, on the other hand, recognize the value of putting the user (rather than your product) at the heart of our design approach. Design thinking is a term coined by Tim Brown, the founder of award-winning global design agency Ideo. Designers must consider these three overlapping areas in design thinking, according to Brown:
- The scenario that motivates the hunt for answers is referred to as inspiration.
- Ideation is the process of generating, developing, and testing solutions-oriented ideas.
- Implementation is the process of determining a path to market.
Brown went on to say that it’s very uncommon for all three spaces – particularly the first two – to cycle around several times as ideas are polished or disregarded. Design thinking is merely another term for what excellent design accomplishes.
The Battle of Design: Good vs. Great
How can you know whether a website is just decent or exceptional?
You can recognize, dissect, and record both what you enjoy and how it was done with good design.
Excellent design is virtually imperceptible.
The design itself is almost unnoticed. It’s as though you were immediately engrossed in the whole thing.
The following are common responses to good design:
- That’s a great masthead for the site!
- Wow, you’ve got some very nice navigation drop-downs.
- That infographic is fantastic!
- The photos on the team website are fantastic.
- On mobile, your landing page looks fantastic.
- I really like how your blog is laid out; it’s really easy to read.
Meanwhile, when you utilize amazing design in your marketing toolset, here’s what your users will say:
- I completely get your brand’s message!
- I was browsing your website when I accidentally downloaded an eBook.
- How long have you been working on this site?
- I admire your company’s culture and customer service.
- To me, your brand is like family!
In a nutshell, good design makes the user happy. Great design, on the other hand, is a cut above the rest. It engages people, converts them, and creates a bond between your brand and them.
The Customer Who Sticks
Several studies have shown that having too much information might make it difficult to make decisions. On closer inspection, it’s clear that decent design exacerbates decision fatigue, but excellent design alleviates it.
The study by Patrick Spenner and Karen Freeman looked at what makes customers sticky, or those who are more inclined to remain with a brand, make repeat purchases and suggest it to others. The following were the outcomes of a 40-variable analysis, including price and consumer engagement:
Decision simplicity — the ease with which customers can get reliable information about a product and confidently and effectively analyze their buying alternatives — was by far the most important driver of stickiness. Simply put, what customers expect from marketers is simplicity.
As a result, the solution is obvious: great design is intuitively simple. Good design does not do this because it’s attempting to wow.
Do you need proof? Examine Apple’s website as well as prior marketing strategies.
Last Words on Website Design
What separates great design from excellent design is gaining an intuitive grasp of your consumers (needs, preferences, motivations, and surroundings) before plunging into the entire website design process. Each project at A. Wilcher Creatives follows a similar process of gathering consumer input, experimenting with multiple solutions, and road-testing each option.
Are you prepared to put good design into action? Contact us and we’ll show you how growth-driven design can benefit both your company and your consumers!