Web Design Strategy: Common Mistakes (part 2)
by Andrew MIllar
We covered four really important web design strategy mistakes in part one of this post series. If only there were only four common web design strategy mistakes. Wouldn’t that be lovely? Unfortunately, there are more. We want you to be prepared and aware because we want you to achieve your goals.
As with any aspect of business, there are some unknown variables for which you can’t account. Fortunately, you can learn from those who have gone before you and avoid these mistakes:
Web Design Strategy Mistake #5: Slow Load Times
When it comes to the Internet, speed matters. How much? A lot. Slow loading websites have a tendency to send visitors clicking away before they’ve even begun to see your value proposition. This isn’t just based on our own personal experience. With every 100 milliseconds of increased speed, Amazon.com increased its revenue by one percent.
Web Design Strategy Mistake #6: Busy-Flashy-Splashy Websites
Your business is fantastic. The product or service you’re selling is amazing. It’s out of this world. It’s so cool you want to shout about it from the rooftops. Great! It’s good you’re passionate about it. While it’s tempting to create a website which mirrors your passions, resist. Busy, flashy and splashy websites distract your visitors from your actual message. The heart of your website design strategy should be about attracting prospects and converting them into customers. The crazy cool sites can make this difficult because they make it hard to find information, they slow down load times (see Web Design Strategy Mistake #5) and they don’t load well on mobile devices.
Web Design Strategy Mistake #7: No Clear Call-To-Action
A call-to-action (CTA) is a prompt. It’s an image or text which encourages your visitors to quite literally ‘take action.’ This action could be anything. It could include: signing up for an e-newsletter, following your business on one of your social media platforms, downloading an e-book, accepting an event invitation, contacting your business or making a purchase.
Web Design Strategy Mistake #8: Failure to A/B Test
A/B testing is not just a buzz term. It’s a vital tool. Similar to studying your website’s analytics (see Web Design Strategy Mistake #4), A/B testing allows you to share two versions of an element with a randomly selected audience and measure which one performs better. On the web, these element variables could include:
- Landing Pages
- Header Images
- Price Points
- Color Schemes
Web Design Strategy Mistake #8: DIY
DIY (Do It Yourself) projects are great when it comes to turning old beer bottles into funky glasses and creating your own hanging planter from a used milk carton. Unfortunately, when it comes to your business website, they aren’t such a hot move.
As great as your finished product may be, it’s still going to look DIY.
Why? Because you’re not a website design professional. You’re an expert in something else. As great as the website design tools for beginners are becoming, they’re still just that – for beginners. Nearly every DIY website fails to function properly.
To a website visitor, this screams that you’re a beginner. It yells out: be careful. It tells your customers and prospects that for whatever reason you just didn’t have the wherewithal to have your website created by a professional. And, it sends them clicking away before they’ve engaged.
Chances are pretty good you have and will spend hours, days and maybe even months planning your web design strategy. It’s an integral part of your business’ success. Do you really want to put in all that hard work just to let your visitors disappear without a chance of converting them?