In ancient times (circa 94 to be exact), businesspeople and shopowners had to rely on physical stores and excessive marketing campaigns to gain a foothold in the market. Back then, the internet wasn’t as accessible as it is today and therefore, not a reliable marketing tool. But it all changed some 20 years later. Nowadays, every single business in the world needs to build a website. Naturally, web design has become one of the most profitable professions in the modern world but for some reason, not every web designer is able to create a solid UX that can generate valuable clicks. Lack of experience and/or insight could be two of those reasons. While you can’t earn web design experience through reading an article, it’s quite possible to learn some insight. That is what we would like to provide for up-and-coming web designers.
In this article, we aim to present 3 essential web design tips that might help your site generate more clicks. So, without further ado, let’s start with tip number 1.
1. Have a solid and realistic vision
A while back, I had a client who wanted an extravagant design for his company’s website. His ideas were so incredibly unreasonable and excessive that I thought he was joking at first.
“Ok, I want you to animate a farm. Now, when the user clicks this part, I want a bee to fly over to its hive. I also want the entire homepage to be a barn. Oh, and about the money, I’m literally not going to pay you anything even though I’m super rich!”
What this person failed to understand (other than the fact that this design is literally impossible to implement) was that there must be a balance between creativity and practicality. I’m sure every website wants to be the next big thing, but that can’t be achieved if the homepage takes 15 seconds to load with all those high-quality images and animations. Cool and extravagant design is awesome, just don’t sacrifice the UX for a pretty homepage.
2. Craft a good user flow
User flow is basically the path the users take to accomplish a task (make a purchase, read a blog, etc) on a website. According to experts from a web design company in Australia, the more simplified (yet efficient) this path is, the better. Trust me, you don’t want to have the users take a minute to navigate through all of your pages to find what they are looking for. UX (user experience) and UI (user interface) are the key factors for creating a cohesive user flow and basically, creating a map of how the user interacts with the site. In order to have a more concrete idea of your site’s user flow, you have to keep a few things in mind:
What exactly do your users want to do on your website?
This is quite simple. First, you have to ask: What type of website do I have? If it’s an e-commerce store, then the UX and UI priorities must be centred around making the process of choosing, inspecting, and purchasing products as simple as possible. On the other hand, if you own a magazine website, your readers must be able to navigate through all of your web pages easily. Your web design must be centred around “how can we make navigation as smooth as we can?”. When you know what users want to do, you know exactly how to make it easy and pleasant for them. Therefore, you will decrease the bounce rate and the traffic will skyrocket.
Moreover, avoid these things if you don’t want to ruin the user flow:
- Too many ads cluttering the layout of the site
- Incomprehensible breadcrumbs
- Not implementing useful shortcuts
3. Make the website mobile-friendly
One of the challenges of web design is adapting the layout of the site to match different screens. That’s called responsive web design. But when it comes to screens as small as mobile phones or small tablets, it’s a whole new story. Unfortunately, many websites nowadays are not optimised for mobile phones. It may be because of budget, lack of insight, or plain ignorance. Whatever the case might be, if your site isn’t mobile-friendly, please do something about it. Believe it or not, one the biggest portion of a website’s clicks come from mobile phones (that of course depends on the website, but still!). Naturally, you wouldn’t want to miss out on those numbers, would you?
Here are a few things you can do to make your website more mobile-friendly:
- Keep the layouts as simple as possible. A lot of mobile phones can’t render too much clutter on web pages.
- Don’t use pop-ups. They mess up with the web design on mobile phones.
- Make the images light.
- Create a mobile app for your site (a little extravagant, but all those problems that stem from the site not being mobile-friendly will be solved with an app).
Designing a pretty site and optimising it to get more clicks are two sides of the same coin. One can’t hope to accomplish anything significant if they can’t balance these two. To summarise, keep up the good work and the cool UX and UI design, just keep these tips in mind in order for people to actually visit the site.