Why First Impressions Count in Web Design
First impressions really count for a lot, and while there may be substance beneath the surface, when it comes to web design, online visitors form their opinions quickly.
According to the Manchester Evening News, more than 14,000 new businesses had launched in the area between January and July of 2015. That’s a lot of competition. These businesses need to have something that will differentiate them in their customers’ eyes and that will attract and keep customers.
A well-designed website is the perfect business tool, but like all tools, it needs to be fit for purpose.
The Evidence
According to researchers at the Missouri University of Science and Technology, an online visitor can form a first opinion of your business’s brand in less than two-tenths of a second. After this, it only takes a further 2.6 seconds for the visitor’s vision to concentrate in a way that will then reinforce this first impression.
These results come from a detailed analysis of eye movements, using eye tracking software and an infrared camera.
The research was able to analyse how much time people focussed on specific area of a web page before looking at another part of it. These areas included the menu, logo, images and social media icons. The research also suggests that colour and images are important parts of a website design in attracting visitors to a page.
What is Your Website For?
A website should not be passive. It is not simply a location for visitors to drop in on, only to leave soon afterwards. Ideally, websites should be designed with specific aims in mind.
You should be able to identify what it is that you want visitors to do as a result of visiting your site. This might be about selling to them online, or getting them to leave contact details, or to contact you directly for more information.
Whatever your product or service, your website should be working to help promote your business and your brand by engaging with your intended audience.
To do this, the design and content have to be right for your business goals, and right for your audience, your customer base and your prospects.
Your online audience does not have the time to give you the benefit of the doubt: first impressions count. So ask yourself: is your website design doing you justice?
LV Media Ltd specialises in web design in Manchester and across the North West. We understand that first impressions are crucial and that how people view a website can be a make or break issue when it comes to attracting customers. Talk to us about your website today.
