Can't find what you are looking for?
When being 'conventional' is necessary.
This blog has been inspired by a recent visit to a well-known brand’s website so that I could contact them (I wanted to speak to a human), only to spend an annoying amount of time hunting around trying to find a phone number. Indeed, 44% of people will leave a website if there is “No Contact Information / Phone Number” (Source: KoMarketing). Brands want to stand out and make a statement, look professional and modern and we are fortunate to be able to tap into the creative abilities of extremely talented graphic designers (and we all love things to look great). But, if a website doesn’t work for the user, that investment in aesthetics is pointless. Carefully crafted content enables the discovery of your website, it gets you traffic. But what will keep them there? In this increasingly competitive area, your website needs to be both useable and provide an enjoyable user experience. A website should enable the visitor to move from page to page seamlessly, find what they are looking for quickly and confidently and the website should behave as it is expected to.
A website convention is a common rule that users have become accustomed to expect. It makes their experience effortless and efficient. The publication and location of your company contact details are just one convention that should be followed when putting together a new site and a great graphic designer will weave their magic to produce an innovative new look whilst adhering to these conventions.
Other popular conventions may include –
- Logo placement (top, usually left-hand side, also used to link back to the homepage)
- Links (underlined)
- Navigation (top and left of the page)
- Search boxes (top and indicated by the word ‘Search’ or a magnifying glass icon)
- All menus, colours and layout should be consistent throughout the site
In a study conducted by SWEOR, 94% of first impressions are design-related. Specifically those that are too busy, complex and lacking in navigation aids. I am not alone with my issue with the phone number; the survey by KoMarketing indicated that 64% of respondents want to see contact information clearly displayed on a website - a desire that begins to satisfy the “need to establish trust and credibility”. The KoMarketing study also showed that a companies products or services page will be looked at first by 47% of visitors – make sure they can find them!
Mobile should not be an afterthought. In 2018 52.2% of all website traffic was generated through a mobile device (source: Statista). If a site isn’t optimized for mobile, users are 5 times more likely to abandon a task (Source: Impact). A company’s website should be as good or better when viewed on a mobile device than its desktop website, say 85% of adults (source: SWEOR) – now that’s a big number!
Building a new website, or refreshing an old one, is a substantial investment for most businesses and takes time and careful planning. Want to know more? Get in touch for a friendly chat.
Published 20th February 2019