Undoubtedly, there are unlimited factors that contribute to a successful website design. However, I have tried to pull out the four most important factors that have a major contribution in making your website a success story.
You can adopt millions of ways for a wonderful web design, but missing these four components might kill your other adoptions and bring you back to where you had started. All these factors on my list are equally important as per what I have experienced till now, and none deserves an ignorance at all. So, let’s hop-in and check out what are these design factors I am talking about.
Factor # 1:
Value for the users
Do you like the click baits? I guess not. It is because they hardly have a value for the user, they are useless. A website should efficiently project how it is useful to the users and showcase a value proposition for anyone who visits it.
With your website design itself, you can meet the requirements of your users if you focus on providing relevant information, rather than just making it look awesome. A website which just focuses on converting its landing pages and CTAs without explaining the value it provides would never write a success story.
When looking at the MockingFish’s home page above one can easily tell what’s it about. It’s offering the users with free A/B testing and Heatmap tool. Hold on! That’s it? Just providing a call to action is enough information to propose a value?
Fortunately, their homepage is not limited to the call to actions only, and they have provided a detailed information about the app down the page.
Moreover, they have also included a live chat option, which is a wise choice. If users have a doubt they can clear it instantly.
Interpretation: We can interpret that the main focus of the site is on two things. First is to share the free trail offer and let the users know what it can do for them. Second is getting people to grab the offer through an easily accessible call to action.
On the whole, with a clear focus on the business requirement, the website also keeps a sync between providing the valuable information to the users. For whatever it offers, it has explained details of the product and has not failed to be usable to the users.
Factor # 2:
Everything you do in a website design is for establishing a clear communication between you and your users. From your call to actions to the instructions in the checkout process, everything is for letting the users know what you want from them.
Any website which cannot clearly instruct its users on how to perform certain actions on it cannot be a successful website. The instructions could be:
– How to fill a form,
– How to correct a mistake in form filling,
– How to grab the offers on the website,
– Whom to contact for a query, etc.
A communication can be anything that provides the information to the users regarding anything on the site. For example, an explanation of why you need to fill an additional phone number in the checkout process would be a communication to ensure that users don’t get irritated with the odd detail you are asking.
For example, this sign-up page on Myntra clearly explains why it need a mobile number from you. It says that mobile number will help them to send you order status updates from time to time.
It clearly defines a value for the user with this information sharing, and any user would hardly be irritated with the odd detail being asked here.
Interpretation: With a clear communication to the users, it becomes easy to let the users judge whether or not this particular action is useful for them. Focus on providing all the clear information and maintain a transparency while asking every detail from the users. It’s not just about the website forms, a clear communication can be established by informing the users regarding anything you have on your website.
For example, a checkout page can be said as well informed and communicative if it informs the user about the different steps involved. A progress bar indicator is a good example of the same.
Factor # 3:
Simplicity of the web design
By adopting a simple web design approach, a designer, by all means, work to remove all the unnecessary jargon, and distractions that kill the website’s relevancy and value proposition. Simplicity is a wonderful factor to achieve on your website by weaving out unnecessary clutter and keeping only the important and relevant elements.
By making it simple, you can also ensure that your website is relevant and useful to your audience. It means by adopting the Factor #3 you can ensure the successful implementation of Factor #1 and #2 as well.
A simple website design approach makes an efficient use of white spaces to produce readable, legible and understandable elements. It completely follows all the methods to make the design clutter free and keep only the necessary interactions and effort required from the users.
For example, when one-page checkout system was introduced, it was completely focused on providing a quick, clutter free, and user-friendly checkout to the users. How?
Some checkout solutions provide the option to the website owners to choose which details they would want to ask from the users, which detail they want to remove, and which detail they would want to make optional. By doing so, a website owner can effectively reduce the number of details being asked in the checkout process and limit it to only those crucial details which are actually important.
Let’s say your website sells the products for both the companies and individual customers. It would be logical to ask company name from the companies, while it’s irrelevant for the individual users. So, making the field optional might simplify the case where companies would surely mention and individual customers can skip the same.
Interpretation: It’s not just about the website form design. Simplicity is a well applicable factor in every aspect of the website design. Just keep it straight forward and show only what is relevant and useful, remove every other distraction and focus on the main conversion goal, simplicity would be effectively obtained.
You can take a cue from meowingtons’ home page here. It has used a banner to show the 50 % deal on the site. The banner makes effective use of the white spaces and focused on highlighting the 50 % deal only. You will hardly notice the Call to action button in black background, but mind it, it’s not a fault. They made the whole banner clickable, so anyone clicking on the banner itself would be doing what a call to action would want to. They have removed the extra clutter from the banner by excluding a separate CTA button and making the whole image a ‘big CTA button’.
Factor # 4:
The design consistency
A consistent website design is one which focuses on two major things.
– Maintaining consistency in the look and feel across all the website-pages
– Maintaining consistency by following some design conventions
The first point can be easily satisfied by choosing a website template or theme that would make every page on your site look consistent to each other. However, if you are designing all by yourself, you must keep in mind to ensure similar visual across the website pages. For example, an eCommerce site having a themed look and feel would give no good impression if the checkout page looks different from other pages on the site.
You can take a cue from Nike’s checkout page which maintains a consistency with the whole website theme by following the same black and orange color combination.
Coming to the second point where consistency can be maintained by following a fixed convention. While this approach seems to be quite un-innovative and you cannot try new things, you would agree that some conventions are meant to be kept as it is.
For example, the website logo on top left of every website is undoubtedly clickable, and changing this convention would not be innovative. Moreover, there are various other conventions which are used as a standard itself.
There is no better place to keep the login and Sign up link on the top right side of the header bar. Also, everyone expects to find the social media link on the site in the footer itself.
These are various other conventions which successful website designers still follow and produce some awesome websites.
Interpretation: Consistency is a quite important factor and a major determiner of whether your design is a success or failure. A consistent design across all the website pages advocates the credibility for your site. A page looking quite different from all the pages on your site would definitely be hard to trust by users. Take a cue from the biggest websites like Amazon, MailChimp etc and see how they have maintained the consistency of the look and feel through the site, including the checkout pages. Even Neil Patel’s website is a perfect example of consistent web design.
As stated in the beginning, there are so many things you can do for perfect web design. However, these 4 factors play a decisive role and are most crucial among all the factors. Like it or not, moving ahead with a positive approach with these factors is what that can make your site a success, while ignoring them would not be a wise choice at all.