Your website is your brand’s face to the world and, most likely, it will be the first interaction people have with your company, product or service. And unless you work in web or tech, most likely your core business doesn’t change as rapidly or as frequently as design styles or technology do. That said, your website needs to remain current even if it doesn’t seem like a top priority. Why, you might ask? Well, the short answer is that updated websites, whether from a design, content or technology viewpoint simply perform better. And enhanced performance means more direct results to your bottom-line and marketing goals.
Let’s dive into three areas you can focus on to revamp your brand.
Performance Starts with Design.
Perhaps the most difficult to quantify is design because of its subjective nature. Nonetheless, it is mission critical. In fact, web design cuts across an array of KPIs like SEO, time on site, bounce and conversion rates. If we focus on just conversion rates, it’s easy to understand how critical design is because it dictates navigation, wording (for example in calls to action) and color scheme. Another key component of design is establishing trust and credibility between your brand and your audience. As one study on website design succinctly points out, design elements are exponentially more impactful than written content in terms of establishing trust. In this study, an astounding 94 percent of comments related to mistrust of a website correlated to elements of web design.
Speed, or Lack There of, Kills.
It’s not a big surprise that we’ve grown impatient and we yearn for immediate gratification. Guess what happens if your website takes forever to load? People leave – and by “forever” we mean even milliseconds. Have you ever used milliseconds as a unit of measure! Industry surveys report that on average web users expect a site to load in 2 seconds or less. Online retail giant Amazon ran A/B tests related to speed and reported, “We tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue.”
If you’re part of mainstream America, chances are you’ve used your smartphone for a variety of reasons already today. That said, it’s not a stretch to understand why your brand’s mobile experience is important. Need more convincing? A study by Google and Nielsen reported that 77 percent of mobile searches happened at work and/or at home. This is noteworthy because even when a PC or laptop is in reach, we’re still opting for the convenience of our mobile device. ‘Mobilegeddon’ was the great Google-fueled equalizer to force mobile compliance but you should be looking at elevating the mobile experience for your visitors.