It's become a mantra of today's designers to opt for clean designs. No matter if you're a B2B, eCommerce or SaaS company, limiting the amount of content on a page will almost always positively impact user engagement and conversions. This isn't only based on professionals' opinions and experiences either, but is also backed up by hard data. For example, we ran a study on 300 top websites from different industries and found that there's a clear relationship between how clean a design is and how well it keeps users on a site. Specifically, we found that cluttered designs, the opposite of clean design, lead to higher bounce rates across all industries. Yet, despite all the best practices and data, clutter can still be found all over the web.
A/B testing is a powerful method for testing design variants, but it's also expensive. Each test costs time, traffic, and development resources. Adding to the frustration, only one out of seven A/B tests generates any meaningful uplift in the first place. This means there's always a considerable risk that the test variants will underperform, cost immediate revenue and eat up time and money. Almost all conversion teams feel the strain of limited resources in one way or another.
For the last couple of years, our friends at ConversionXL have compiled an annual State of Conversion Optimization report that details the progress made in the industry over time based on a survey of 333 optimization practitioners. The 2017 edition has landed, and includes all kinds of interesting stats.
If you've been following the EyeQuant blog, you probably already know that most websites are too cluttered. Why should you care about this? Because cluttered web designs aren't just an aesthetic problem, they're a business problem. In fact, clean, focused design is a key to success in the Distraction Economy and it's worth taking a closer look at your website. To give you a jump start, here are 3 simple steps to de-clutter your site effectively:
Product pages ultimately exist for one reason: to showcase a product a shopper is interested in and close the sale. It's where we put our washing machines, dresses, and shoes on display to convince our shoppers that this is what they’ve been looking for, and that we're the ones to buy from.
Here, it's super important that the next steps visually stand out to make it as easy as possible for shoppers to place an item into their carts. There's nothing worse than a frustrating user experience at this stage.
How then can we direct users' attention to where it matters most? This article will show you 3 ways to make your product pages more effective:
Booking.com has a reputation for being one of the most heavily A/B-tested websites on the internet. Every feature, every font size and every color choice has been put to the test at some point. It's one of the reasons that Booking has been so successful in an incredibly competitive travel booking space.
The most basic job of web design is to ensure that users can find what they're looking for as quickly and easily as possible. This is where visual hierarchy comes in, a concept originating from 20th century Gestalt Psychology, which explains how websites can lead or direct users' eyes via certain visual cues.
In our last post we wrote about the challenges posed by the modern Distraction Economy: how information overload has created a growing gap between the amount of information we’re faced with every day, and our capacity to consume that information. We’re all suffering from information overload, so it's no surprise that the clearest messages are the ones that rise above the noise.
Heat maps: it’s probably the broadest, most popular category of insight tools available to any company that wants to understand and improve the user experience on their website.