Is your website suffering from these common mistakes?
The ugly truth is that most small business websites do a lousy job of doing their job– whether it’s brand building, engaging, converting or selling. The most common culprits are lack of planning, technical limitations or simply following popular trends that don’t make good business sense.
Know those enormous photos that take 2 page scrolls to reach the bottom? Those are extremely frustrating if there is no information payoff at the end. Similarly, the infinite scroll feature used by Facebook, Pinterest and Google Images is a big no-no for business sites for reasons ranging from bad SEO to viewer disengagement.
Below you’ll find some of the most common mistakes web designers make along with simple, elegant changes that can take your website from blah to brilliant.
1. Use images strategically
It’s a fact. People look at visuals before words so use them effectively. According to a Nielsen eye-tracking study visitors pay close attention to photos and other images that contain relevant information. However, if the images are decorative or obviously used just to “jazz up” a page, they are ignored. Stock photos of people for example are disregarded, while photos of real people are scrutinized closely.
People Photos = Good (If They’re Real People)
Notice that no eyes land on the stock-looking photos of students. They are not telling or revealing, so are passed over quickly.
Compare these two examples of ecommerce category pages from Pottery Barn and Amazon
Informational photos grab attention and keep it, while pictures of virtually identical products attract no attention at all.