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Web
Design that Inspires Trust
By – Justin Palmer
Walking out of a theater last night, I struggled to convey to
my wife why I didn't like the movie. "I can't tell you exactly what they
could've done better," I said, "I just know they did it wrong."
Odds are, 99% of the internet population is clueless about
good web design, just as I'm ignorant about creating a good movie. In other
words, if you asked them which elements are most important in creating a
professional website, they couldn't tell you.
What they could identify, although subconsciously, is bad web
design. If a customer perceives that little thought and effort was put into
designing your site, they may draw a similar conclusion about your products or
services.
While many factors contribute to site abandonment, some
research suggests bad site design sits at the top of the list.
What makes a professional, usable website?
- Consistency:
There's
nothing worse than having to re-learn the site structure on each page.
Navigation, headers, and footers should remain consistent throughout the
site.
- Logical
Layout: Are
the most important page elements above the fold? Is site navigation where
it's supposed to be, on the left or top of the site? It just doesn't pay to
get too creative with your site's layout. Checkout the artistic, yet highly
confusing layout of Crumpler Bags. After you sit through the unwelcoming
splash intro, you must mouse over the navigation links on the bottom left of
the site in order to decipher their meaning.
- Good
Colors: Colors
can make a huge impact on the perception of your brand. Ensuring that your
color scheme is in line with your demographic is invaluable.
- Easy
Reading:
Stylistic fonts are fine for logos and branding, but simple san-serif fonts
are a must for content.
- Speed:
A
usable site that doesn't serve up content fast is pointless.
Websites are tools first, artwork second
I've dealt with many talented graphic artists who mistakenly
design a website the same way they'd design print media. It's incredibly
important to remember websites are tools first, artwork second. It's very
possible for the design of a website to be too good. In other words, the artwork
or animations can take away from the core purpose of the site.
How to Know if your Design Sucks
Since we tend to operate in the box, we may neglect to notice
fatal design flaws with our own sites. Here's 3 ways to gauge the success of
your current design.
- Ask
your customers:
The customer knows best. Survey your customers to see what they think of
your site design. How do they feel about the colors and layout? What about
the pictures and graphics? Ask both open ended and multiple choice
questions.
- Ask
your peers: Submitting
your site for review in webmaster forums is a great way to get the feedback
of other experienced web designers.
- A/b
test different designs: The only sure-fire way to determine which
design is optimal is through a/b testing. Tools like Google's Website
optimizer make this a cinch.
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About The Author:
Justin Palmer writes an e-Commerce
Marketing blog, and offers consulting services as well
as an e-Commerce
optimization tips e-book
and an Email
White listing how to guide.
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