How Much Money Is Your Lousy Website Design Costing You ?
Creating a good website design is work. A pretty looking website design isn’t always the key so just by hiring someone to do it, it doesn’t mean that you’re good to go.
What do most of the people do ? They tend to cut a few corners.
Whilst pushing to get their website up and running, many business owners end up throwing a half-planned website just for the sake of having a website. There’s nothing inherently wrong with this approach, but if you’re in it for the long-term, then there has to be some thinking and planning before even attempting to create a new website.
For most of us, our website is the backbone of our online marketing work. Whether you’re running Facebook Ads, Google Ads, Instagram Ads or any kind of ads where people are ending up on your website, having a poorly executed website can be the make or break. A customer makes his decision within the first few seconds he lands on your website.
Fail to grab his attention ? You don’t get a second chance to make a first impression.
Your marketing is only as good as the landing page you are sending your customers to. Your website has to make it easy for the person to understand what you are showing them and what actions you need them to take. Otherwise, all your marketing efforts are in vain and you’ll end up losing more money instead of making money.
So, how much exactly is your website design costing you ? After going through hundreds of audits and website optimisations it is safe to say that the cost is much more than one would think.
Why It Matters
Whether your website has been designed by yourself or by an agency, if you haven’t been testing it, you’re leaving money on the table. That’s just a simple marketing fact.
Business change. Trends are ever-changing. User expectations change from time to time. Even if the website was perfect when you built it (5 years ago) it might not be now.
Think of it this way. Let’s say you have a physical store selling furniture, you open the store in 2017 and you leave everything the same since the first day you opened. What’s going to happen ? People are going to come in and think “This is too old-fashioned”.
There might be nothing wrong in your store (Website) but the user expectation there has changed. What you had in 2017 is not what the people are looking for in 2019. That’s just the way the world works and not just your website and the marketing industry.
Having Too Many Distractions & Flashy Content
Now, don’t get us wrong. Having a modern website with good widgets and appealing elements to your website isn’t necessarily a bad thing. In fact, we do dig the occasional widget flying around on your website.
But going back to a point we have previously mentioned, TESTING! Have you tested your website without that widget ? Maybe customers on a mobile device are getting distracted by a certain element ? The only way to find out if the website is performing at optimal performance, is to test. You might be getting good results, but what if you can get spectacular results ?
Sticky Nav Bar – Yay or Nay ?
It’s a thing now where every website we go into, specially eCom stores, have that famous sticky bar. People love ‘em, right ?
You slap an offer onto it and stick it to your audience’s device and you make sure that they are seeing it. What’s not to love, right ?
Well, that logic seems sound on paper but when we tested the sticky bar for one of our clients we have learned that people are converting better on their landing page without it. For some reason, it was distracting the user customer experience and making the website look ‘spammy’.
Missing Form Fields..
You can read any conversion optimization and you will uncover one single truth; Less form fields = Higher conversion rates.
The psychology behind this is that people hate filling out forms, so the shorter the form the better the conversion, right ?
This may be a general rule, but your business is unique. General rules don’t always apply to every niche and industry.
One of our clients is in the roofing industry who get quite a bit of traffic on their website. In order for the potential customer to request a quote on their site, they need to fill out a short form. Three of these fields found on the form seem a bit unnecessary; preferred contact time, preferred method of contacting and how did you hear about us ?
At first glance , one might think that they are unneeded and are only lengthening the process, however a customer might feel that the company actually values the customer and wants them them to contact them in the best and easiest way possible for them. That creates trust, which helps potential customers convert into customers more.
The challenging thing about website design is that you never know whether your site is working at best performance. If you haven’t put much time, thought and planning to create the website design then you are sure as hell leaving money on the table. Also if you’ve followed the ‘best practices’ in creating the website, there is still room for improvement. Testing is another big factor as we mentioned. If you haven’t been playing around and testing different elements then you still could be missing out on more.
We recommend companies to put the desired time and effort into this as your website is the heart of your online presence. It’s not time wasted, it’s time well invested into something that could help you flourish.
If you’re not sure where to start testing your website, why not let us have a look ? The case studies we have mentioned above are a few of our success stories we’ve had with past and current clients who all thought they have it figured out.