Often it’s the supposedly simplest things that can make the biggest difference to how someone perceives a website. Before you think about trying to woo your site visitors with spectacular graphics, fancy videos or sleek fonts, why not spend some time considering what your site’s like to look around?
Sure, you might reckon that you spend enough time focusing on your site navigation already – but have you tried actually browsing your site lately?
Is it genuinely straightforward for someone who has never seen your site before to locate vital information about your products or services… or does your site navigation risk sending visitors straight back to the search engines to consider one of your rivals instead?
It’s a great shame that so many websites aren’t exactly a dream to browse, given that making your site easy to navigate can be relatively simple to do when you pair up with the right web design company (such as PENNInk Productions).
In fact, here are just three reasons why you need to take your site’s ease of navigation seriously.
1. It’ll save time for your visitors
The sooner your site’s prospective customers can find the information they need, the sooner they can then contact or order from you… and the sooner their custom can therefore benefit your firm’s bottom line.
But there’s more to it all than that. Did you know, for example, that an estimated 55% of visitors spend less than 15 seconds actively looking at a given webpage and taking in its content?
If your visitors are having to spend a lot of those 15 seconds figuring out how to get from that page to the next one they need, they aren’t as likely to be absorbed in what you need them to be absorbed by, especially if you want to clinch a sale from them.
2. It’ll decrease your bounce rate
Your site’s ‘bounce rate’, in case you’re unaware, refers to the percentage of people who land on your site and then just leave, without even continuing onto any of the other pages.
An awkward-to-use and illogical navigation system risks leaving your site’s bounce rate much higher than it should be.
Visitors need to be captivated by your site, but also able to quickly find what they require – otherwise, they’ll swiftly depart, and will probably take their custom to one of your competitors.
3. It’ll turn more of your visitors into customers
With some 38% of people admitting that they stop engaging with a site if they find the content or layout unattractive, it’s crucial to keep as many of visitors as possible as engaged with your site for as long as possible, so that you can turn them into paying customers.
It may seem like an obvious point to make, but an attractive and easy-to-navigate site is more likely to achieve high conversions (of visitors into sales) than an unattractive site, which takes far too much effort to get around.
Don’t overlook all of those finer aspects of your site’s navigation that could be costing you sales! Instead, give PENNInk Productions a call on 020 8144 7931 today to find out more about what we could offer you when you pick us as your web design company.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.