Your site may look great on desktop, but nowadays you must assume that people will visit your site via their smartphones or tablets. If they have a bad experience on those devices or even in different browsers than the one you normally use, that could mean loss of sales and new business.
Even if you work in the B2B industry, people will view your site on their smartphones or tablets. In fact, 42% of B2B researchers use mobile devices during the product purchasing process (source).
For a site to work well on mobile, it’s not enough to make everything smaller. You don’t want to make your visitors squint to see important information or not be able to click on a Buy button because it’s too small.
People checking out your site on mobile devices have less patience for slow site speeds. They may be on the go or visiting the site using their phone’s data plan. Faster page loading speeds lead to fewer bounces off the page by visitors (source).
Talk with your users.
When you talk with users, you will start to see things from their perspective. It's important to recognize that you’re biased because this is your baby, but your users have lots of choices. Your website is one of many they may visit in a day. If it’s not obvious how they can do what they are looking to do, they will move on.
There was a research study where they found motivated buyers and gave them money, but they only purchased 30% of the time. Why? “On most of the sites, users just couldn’t find what they were looking for and the site’s organization was to blame.” (source)
When customers have a great user experience on your website, they’re more likely to come back. “79% of shoppers who are dissatisfied with site performance say they're less likely to purchase from the same site again.” (source)
In talking with your users, you will learn what customers really want and be able to develop products and services that they want and need.
Don’t make your logo bigger.
Making the logo bigger misuses important website real estate. Having a huge logo crowds out elements of the page that your visitors might find more helpful, like the navigation menu or the call to action.
A bigger logo doesn’t guarantee that people will remember your brand. People remember brands that help them do what they came to the site to do and treat them well.
Great logos work at any size. If you’re worried your logo won’t work at a small size, that indicates that your logo might be too detailed. A professional designer can take a look at your logo and recommend improvements.
Limit the number of items and choices in your menus and on your homepage.
More choices lead to more exhaustion for visitors. When faced with a multitude of choices, visitors end up feeling unsure about where to start or that they missed something important in a previous page. This causes mental strain and makes it harder for them to make decisions.
Consider that small changes may impact users' decision time positively or negatively. The change you make may require users to consider one more thing. Or it could make them feel that they might risk making the wrong choice and having to find their way back to the start to make a better choice.
Alternatively, making small, incremental changes that positively impact the user's experience can make a huge difference. For example, if you have a button to inspire visitors to take action but it isn't getting the number of clicks you'd like, you could try changing the button color to a more vivid color. A small change like that can make a big impact to conversions.
The more complicated your site is, the higher chance that your user will bow out and go to your competitor. (source)
When it comes to website changes, earlier is cheaper. Much cheaper.
A common saying is that website changes cost $1 in the design phase (at the beginning), $10 in the development phase, and $100 after launch. Dealing with problems later on in the process also can delay the project launch date.
IBM research shows an even higher cost for changes: “The costs of discovering defects after release are significant: up to 30 times more than if you catch them in the design and architectural phase.”
To explain further, here is an excerpt from our blog post on image optimization:
"Large images need to be completely loaded before the whole webpage will be visible to the user. This process can happen in a blink of an eye or last for several painful minutes (if your visitors even wait that long).
When we talk about page load speeds, seconds count! According to this study, visitors will wait 5 seconds or less for a site to load on their mobile devices—and it’s even fewer for desktop users. If your images slow down your site’s loading speed, you could lose customers. To optimize your images, you want to display them at the correct dimensions (height and width) at the best quality they can be (high resolution) while keeping the file size as small as possible."
The graphic below shows all the components of an image, explaining how space, dimensions, and image compression options work with images or graphics. The first step of image optimization, which is making sure your images don’t slow down your site, is to confirm that you're using the correct image file type. The second step relates to image compression, you can learn more about image compression here.
We would love to help you make your website even better.