It has been statically proven (by us actually), the more clutter on a page, the higher the bounce rate. From a neurobiological perspective, cluttered designs lack visual order, thus increasing cognitive load as users struggle to navigate the visual landscape and understand which parts are important. So, less is more, right? Well, not quite. Take a look at the below examples, on the left we have a page with a clarity score of 65. By comparison to the page on the right, it’s a relatively clutter-free page because:
My first job, right after university, was a programmer in a very small company that was installing flat heating centrals. My tasks were: to write a salary calculation software, to make coffee for the boss and to vacuum the office. I failed miserably at the last two.
Okay, okay. I’ll admit, that’s a rather inflammatory statement but the sentiment remains. For decades, businesses have facilitated focus groups to directly engage with their customers, with the view of collecting more ‘real’ insight into their opinions and the emotions driving purchasing behavior. Whilst this feedback is highly valuable, many businesses are placing too much emphasis on the results, especially when there may be a more accurate, faster and cost-effective method of using consumer insight at scale to influence marketing decisions. *drum roll please* Introducing the power of neuromarketing…
Most websites are too cluttered and fail to efficiently guide users to the content they're looking for. But making changes to your company's website can be a serious headache. Every stakeholder has an opinion, and getting anything done can be a major challenge. If you work for a digital agency dealing with client websites, this likely rings especially true.