38% of users will outright leave a website page that features an “unattractive layout or content,” research from Zippia reveals. With only about 20 seconds to capture the attention of website visitors, it’s clear that businesses must prioritize an attractive design.
When coupled with the necessity of functionality, however, the discovery of the perfect balance required can become a challenge for any business in search of success.
From the power of a functionality-first strategy to the hidden value of industry expertise (and consumer feedback), businesses can optimise their sites with just a few key considerations.
Functionality as the foundation
A visually attractive website is crucial for any business with an online presence, though it doesn’t mean much without functionality.
One of the best strategies to take is to lay the foundation with functionality first. Frank Rojas, managing director of Miami SEM points out that while appearance can make a great first impression, the prioritization of aesthetics over functionality can lead to issues such as complicated navigation.
This can result in confusion and even frustration among users, and can even render your site ‘unusable.’ Rojas goes on to recount firsthand experience with one of his agency’s clients, which took more than eight seconds to load.
“By redesigning with speed and simplicity in mind, we cut the load time in half, reduced bounce rates by 30% and significantly increased conversion rates,” Rojas writes for Forbes.
Achieving balance (in subtle ways)
After the establishment of site functionality, aesthetics can finally come into play. While research indicates that a site with a “higher aesthetic treatment” is perceived as one that also possesses higher credibility, the perfect balance of aesthetics isn’t always so cut and dry.
One Forbes article by Scott Stiner highlights key aspects of combining user interface and functionality, which can help determine where to place priorities for the sake of user experience and a better outcome. Consistency in theme (this includes aspects like font, color palette, and navigational tools like drop-down menus), a sense of familiarity, and ease of use are all key elements noted.
Another point made by Stiner includes the fact that oftentimes, effective user interface design can involve an emphasis on a more minimalistic approach, which can work to effectively eliminate unnecessary distractions for site visitors.
This means less visual clutter, with streamlined navigation that is readable and neatly organised into appropriate sections — to highlight just one example.
Businesses that aim to achieve the perfect balance of aesthetics and functionality may choose to enlist the help of a professional web design company. Web design Perth, Australia, experts present a variety of options that put expertise at the forefront of the process, which ultimately results in tailored solutions that drive a brand as a whole.
Tailored and professional website development can be particularly great for small businesses that are new to the creation of an online space, as they require a strong focus on both user interface elements and design in order to provide the right first impression.
In addition to taking the guesswork out of the equation, professional skill and insight can be the ideal way for small businesses to launch their online presence without worry.
The fruitful nature of feedback
Businesses that aim to perfectly combine aesthetics and functionality in their web design can further develop and fine-tune their results through feedback. User feedback will not only point out any current issues with the interface of the site, but will be the best possible way to gauge how the site comes across to the average person.
Usersnap notes that advantages of website feedback range from enhanced user experiences to bug identification (and resolution), in addition to overall improvements. Usersnap goes on to identify key questions to ask when the goal is to collect useful feedback, from questions about whether the user found what they were looking for to what they initially set out to find on the site.
Other questions can help gauge a visitor’s satisfaction (via a number scale, for instance), and feedback surveys can also include a space for open-ended suggestions for further improvements. From page load times to navigational ease, there’s no question that user feedback will be worth its weight in gold.
Designing a website can be an exciting endeavor for any business, though the task can easily become a roadblock when the goal is to produce something that is as functional as it is visually appealing.
Armed with considerations that range from foundational concepts to professional insight, businesses can successfully discover the perfect balance between aesthetics and navigation.
