There is a word in Design Land that I seem to be hearing on a regular basis these days, "clean." What the heck does "clean" mean? For some it may be color choice, others, the amount of text they see on a website. "Clean," to me, means conversion - bottom line. Having an organized, easy to understand, easy to use, website helps your visitors navigate, engage, and ultimately, connect with you. Here are the top 3 reasons why an uncluttered website will help you to convert better:
1) The Brain is Lazy
Tim Ash of SiteTuners recently spoke at PubCon in Austin and noted that 95% of actions we take are preconscious. This means we don't want things to be hard - I know, Rocket Science. But what this really means is that we, as users, want a small number of clear choices. Keep it clean, keep it simple, and the user's brain will automatically know where to go - we're hard wired that way.
2) "Works in Mobile" doesn't mean "Mobile-Friendly"
Mobile design isn't going away anytime soon and the fact is, Responsive Design, is the norm. When you're designing a website that is meant to be used across all screen sizes, clean is the only way to go. Just because your site works on a smartphone doesn't mean that having 30 calls-to-action will be mobile-friendly. Narrow down your top priorities, use your data to see what your customers want and make it easy for them to get there. Keep it clean, keep it simple and the mobile experience will be just as good as the desktop experience.
3) Welcome to the Infographic Generation
There are nicknames for each generation, but the "Infographic Generation" has the website users I care most about. This generation spans across a huge age gap, from elementary school students with their cell phones, to my "somewhere in her 60's" mother cruising the internet on her iPad. It is normal and natural to scroll through sites now, just look at Facebook's newsfeed, or Pinterest's never-ending tiles. When designed right, you can engage a user to continue the journey with you - with as few clicks as possible. Entice your audience visually. According to Matt Siltala of Avalaunch, 90% of information submitted to the brain is visual. 40% of people respond to visual messaging over print, and for the others, visual information reinforces the message. Keep it clean, keep it simple and bring your customer with you through the buying cycle.
So what I'm really trying to say here, is that yes, "clean" websites work. Think about your audience and if you only learn one thing from me today, remember - keep it clean and keep it simple!
- Meg Baulesh, Sr. Project Manager