Hitting the Sweet Spot Between Busy and Austere Web Design – CMSWire


child standing in front of vending machine looking at all of the choices


PHOTO:
Egor Myznik

Designing a website can at times feel like the story of Goldilocks and the three bears. A busy website, one laden with flashy graphics and excessive choices, can overwhelm customers. Too few choices may result in missed sales opportunities. What’s the perfect medium?

We spoke with marketers and website designers for their advice on how to balance having enough choices without too many.

‘Fast, Responsive, Intuitive’

“For a web design to be successful, it needs to be fast, responsive, and intuitive so users find what they need quickly,” said Brian Cairns, CEO of ProStrategix Consulting. “It is easy to get caught up in all the design and performance that we lose sight of why people use websites. Hubspot reports that 70% of users say ‘finding what I need quickly’ is the most important attribute of a website. A similar study by the NN Group found that 60% of users bounce because they can’t find what they need.”

A website must have a clear vision of what people are looking to find, and a means to get them there as quickly as possible, Cairns said. First through clear navigation. Then, by clear page design with a clear information hierarchy where the most important items are largest and the least important are smallest. 

Even though Amazon offers an overwhelming
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