1. Eliminate thought processes
The website should not raise any questions. When studying the page, the user is not obliged to think “What if I click here?”: The button, picture or text should contain a ready answer.
The complex structure and navigation causes a lot of problems. The user simply hard to understand the system and get to the final goal. Properly named sections, visible hints and a clear arrangement of the main elements will help to quickly move between pages.
The location and title of the main sections on the site
Online store Zaful has a flat design and the correct structure. The user clearly understands where to go to buy a shirt or blouse. He can quickly reach the goal (product order), since the necessary buttons are located at the top of the screen, which eliminates the need to scroll the page.
Paradox of choice. Many people think that we go to the store, where is a wider selection of goods. In fact, we buy things where the choice meets our desires. Big variety intimidates more. This is confirmed by the experiment of Sheena Iyengar and Mark Lepper. They gave the participants two tables: in one 24 types of jam, in the other - only 6. More desire to buy something appeared in the second version. When a person sees a lot of information, he gets tired and does not want to decide anything, and therefore does not want to act.
The influence of choice on the number of taken decisions. Image source
The page should lead to the implementation of a minimum of actions. The client will be able to quickly move between sections and will not get tired of the content. Moreover, it eliminates a lot of distractions and simplifies the appearance of the site. Therefore, it is much easier to deal with its structure, which means that the goal will be achieved faster.
2. Content location
When scanning a page, the user always concentrates his attention on key points of the screen. They depend not on the information itself, but on its location. In the photo there is a “rule of thirds”, according to which the image should be divided into 9 equal parts. This is how 4 points of power are formed, to which the main attention is riveted.
Rule of third and point of attention. Source of the image
What needs to be placed in one of these points on the site? Call to action. Go to any trading platform and note that the offer of starting work or making a purchase is always in one of these four points.
At the same time, you cannot place a navigation bar at intersections. After all, it prompts not to action, but to move to another page, which still needs to be dealt with. Maybe the user will get what he wants, but the site owner is unlikely.
The point of the F-model placement of information. Source
of the image
An F-model is used when designing websites. We are used to studying information from left to right and from bottom to top. Therefore, the most important elements should be located in the corresponding parts of the screen. Most often, in the upper left of the screen is the name of the service, and the upper right is the registration button. Exactly on this should focus the owner of the service. It almost never reaches the bottom right. As a rule, they place advertising banners, comments, or leave empty space.
3. Nerves are not of steel
We are all impatient by nature. This is especially true of surfing the Internet, where among the endless content you want to quickly find what you want. The fewer clicks a visitor needs to achieve a result, the greater the chance that he will try the service itself in action.
First of all, take care of the loading speed of each page. The Aberdeen Group conducted a study that showed that a second delay reduces conversion by 7%. To find out the download speed on the site, you can use the following services:
- Google PageSpeed Insights;
- Sucuri Loadtime Tester.
Also, do not force visitors to immediately enter some data. Moreover, leave only email and password required for registration. For the first time logging into the site, the user wants to experience it, and not to disclose their data.
Ideally, first show how your service works, and then call for action. The user must understand why he "gives e-mail". In other words, he knows why he spends time filling out all the forms.
Today it is a trend in all areas, from the interior of the room to the photo. Web design is no exception. There are two concepts: positive and negative space. The first characterizes the part of the page that contains any information. The second is an empty space, white space.
Many are afraid to leave empty space on the pages. People believe that this creates an impression of incompleteness. But this is a huge mistake, due to which many sites become unreadable.
Apple site as an example of minimalism in web design
Web design of the Apple site in this context can be considered as a reference. There is always a minimum of information on the screen, but it is enough to answer all the questions and call for action. In many ways, its design is similar to the presentation of a product of this company. There is always a big picture and one or two sentences or a list on the screen.
When visiting a page, the user conditionally divides the page according to the priority and importance of information. So it is easier for him to perceive the content and make a decision. That is why the next Apple gadget can be found in a matter of minutes.
A few tips on the proper use of empty space:
1. Large font - less space between letters and vice versa.
2. One-and-a-half linewidth (150% of the font size). When using a small font, this parameter should be higher.
3. Share information in small blocks.
4. Navigation bar, headings or slogans should be in capital letters. There should always be a lot of space between them, as they are the key elements of the site.
5. Color spectrum
Color is one of the most important elements of marketing. Fast food establishments often use brighter colors that quickly put pressure on their eyesight. So the visitor subconsciously leaves faster, which increases the flow of customers. On the contrary, expensive restaurants have pastel colors that create a feeling of peace.