In 2019, decluttering is on trend.
You only need to look at one of the most popular shows on Netflix to see that less is certainly more as the new year kicks into gear. Marie Kondo, a self-professed ‘crazy tidying fanatic,’ brings the KonMari method to the small screen with her show Tidying Up, and encourages us to rid our lives of things that don’t bring us joy.
When it comes to your business website, there is much that you can learn from this method. Many businesses websites are so cluttered with information and images that it becomes almost impossible for a user to navigate to the vital information. There is no joy in a website that drives traffic away, rather than keeps it on your page. Have you taken a look at your website recently to examine whether the marketing message and key purpose can be found among the other digital debris?
If not, then embrace the new year, and set yourself a goal to digitally declutter and implement a user-friendly website design with this simple guide.
For businesses, a website is like a virtual storefront. It is the place that your customers and clients visit to learn about your business, view what you have to offer, make decisions about whether or not to enlist your services, and form opinions about your brand. Much like if you walk into a store that is messy, when a customer lands on a page that is disorganised, it reflects poorly on your business.
However, if a customer arrives at a page that utilises an intelligent design and is fast to navigate, they will make a positive association with your business right away.
So, how is this done?
When it comes to your website, information architecture helps users to understand the virtual environment and locate the information they need quickly and easily. Information architecture involves creating maps, hierarchies, navigation and metadata to organise information in a coherent structure.
The overall aim of this style of user design is to build a website that aligns user experience with the objectives of your business. When designing your information architecture, you want to make sure you let your customers know they have come to the right place right away. Give them options, while presenting them with the most useful information to aid in decision making.
Some websites have many more pages than they actually need which may be full of redundant/out of date information or repeated information in multiple places and disorganised placement – socks in the undies drawer to extend the analogy. This ultimately makes visitors leave the page without finding what they came for. There are many times when more pages are good e.g. for SEO, but always the placement and relevance of the info is key.
Remember, intelligent information architecture arranges key elements in the most visually pleasing, and most accessible way possible. When a user is presented with loads of tabs, or a long menu, they will be overwhelmed with choice. Simplify and combine pages for the best results.
Just like Marie Kondo tells us, purge anything that isn’t necessary, or isn’t bringing you any practical joy. Look at every link, page, text box, image and element, and if it isn’t serving a direct purpose, get rid of it. If you can’t quickly determine the purpose of an object, it is likely that it doesn’t have one. Minimal design is not only fashionable, but practical, so don’t be afraid of white space.
When it comes to modern website design, it is all about using less to say more. Here at Technology Matters, we recommend that you aim for simplification and minimalism to emphasise the key purpose of your website and optimise your marketing messages. If you follow these simple steps you are sure to find a lower bounce rate, a longer average time spent on your page, and higher conversions.