In less than 1 second, a person decides to stay on your site or open a couplmore. And all because visual perception is the main source of information. After all, it’s not for nothing that 90% of people consider it to be the main factor in the decisione to buy, 40% of buyers estimate the site according to the general design and 50% of all visitors will never return to you if the overall aesthetics of the site did not impress them.
Are you ready to miss half of all buyers? Yes, that’s exactly how it works when you want to make your site cooler and shove a lot of widgets, pop-up windows asking you to subscribe. Make the font thicker and fatter, the color as bright as possible, so that surely the person paid attention to it. But for some reason all this does not work, but rather frightens off, complicates the perception of information, all these windows are closed when they first appear. That’s when people close your site! Now let’s talk about everything in order.
The first thing that scares off visitors is a long site load. Only the most patient and persistent wait for the completion of this “wonderful” animation. If the site load lasts more than 2-3 seconds, 50% of users consider it broken. As a result, the revenue per customer and the number of clicks decreases by an average of 5%. Constant annoying widgets “Call us back”, all possible forms for obtaining contact information are no less irritating to visitors of the site. Do not let the client find the necessary service endlessly popping up pop-up. Animation should help and show what happened when you click on this or that button.
Each firm has its own corporate color or the color that is associated with the scope of the company. For example, you go to the site of any bank, what kind of colors do you see? Blue, green, white, sometimes red. And why? Each color causes people to have their own emotions. It’s silly to make a website pink and sell metal products on it, because metal is associated with such colors as white, gray, blue, black, orange. But what’s more terrible is the use of color in the text. Color-coded text is associated with a link misleading the visitor of the site. Use the color to emphasize. For example, CTA buttons (a call to action) can be highlighted with a color that is not in the main palette of the site.
The main rule – the user does not read the text, he runs through it in search of what will hook it. It’s terrible to see a solid wall of text, so the less it is written, the more likely it is that it will be read! Be sure to structure the text: add subheadings to paragraphs, separate content with lists, use simple fonts. So your text will be easier to read. And do not forget about the illustrations: by viewing the pictures you can understand what the text is about.
By the way, as with color, the font should also be chosen in accordance with the corporate style or the genus of the firm’s activity. For example, you should not choose a fat, round font for an online clothing store or cosmetics. In general, the design of the site is enough 2 fonts: for the main text and headings. The size of the main font should be at least 14px, otherwise it will be difficult to read it. For page headings and subtitles, the text should be larger – from 16px. And do not forget about the intervals: reducing their worse reading text.