When was the last time you considered the aesthetic design of your website and how appealing it is to users?
It’s a difficult question to answer really, as there are so many considerations to take on board and it can be a real challenge to work out how you can even begin to quantify this.
We’re constantly told to scale down images to reduce load speeds, with several studies suggesting the majority of users will abandon a site if pages take more than three seconds to load.
However, it appears it isn’t just impatience that will put people off exploring your site, with a new infographic from Meridian Chiles highlighting the fact that 94 per cent of people polled said they would mistrust a poorly-designed website.
And it isn’t just your standard offering you need to be worried about these days, with almost three-fifths (57 per cent) of users stating they would not give a recommendation for a business if its mobile site isn’t up to scratch.
Plus, as smartphone adoption becomes more and more ubiquitous, you may even find the need to expand your operations to include a dedicated application for these devices. Indeed, the infographic shows users spend 82 per cent of their time on a mobile on apps.
Of course, it isn’t just a case of making your sites look pretty and watching the sales roll in, but the research does go on to highlight the numerous benefits of online marketing.
While just 1.7 per cent of outbounds leads – print advertising or direct mailing, for example – lead to completed purchases, this closing rate rises to 14.6 per cent for search engine optimisation leads, such as those generated through ranking on the first page of organic searches.
Social media can also have a significant impact on results, with Meridian Chiles highlighting the fact just under three-quarters (74 per cent) of marketers said they witnessed an increase in traffic as a direct result of dedicating six hours per week to effectively utilising these sites.