Have you ever asked yourself if your website is too complicated for your visitors? For many people who own websites, the complexity is not even a problem because they never think about it.
However, put yourself in the perspective of a visitor visiting a website. How many times have you visited a page and left a few seconds after? Maybe you were not even aware of why you did it, but there was a reason for it. Let’s take a look at how complexity works when it comes to websites, and why you should simplify the experience of your visitors.
Why do visitors leave websites quickly?
Believe it or not, you have about 15 seconds to capture your visitors’ attention before they decide to close the tab and go somewhere else. Is your website too complicated? If it doesn’t work its magic in those 15 seconds, the answer is yes. It’ like the first impression on a date. Once you have it, it’s done.
The most common reasons why visitors decide to leave a website quickly are:
- the loading speed;
- the lack of familiarity;
- no functionality;
- too many options to choose from;
- unusual color pallets;
One of the main reasons why you should take this seriously is that the complexity of your website affects the bounce rate. Every time a visitor visits your website and leaves after a few seconds, your bounce rate goes higher. While it doesn’t affect your search ranking and SEO, it does point to potentially deeper problems that may affect your ranking.
How does the complexity of the website affect the loading speed?
The loading speed of your website depends on a couple of factors. If we count out bad hosting or slow internet connection, common reasons are poorly written code, too many plugins or widgets, or large photos.
Even though it is invisible for your visitors, code optimization is a must, as too complex of a code might hurt your website. Also, a common problem is that you might visit a website, see a plugin or a widget that looks fun, and want to add it to your website. But before you do that, think about its benefit for your visitors. Even If it looks awesome to you, if there is no value for your clients, you shouldn’t add it.
Finally, using too many photos – or a few photos that are too large – will slow down the download speed. If the images are simple, you might consider a different way to render them. For example, a red background can also be done in code without using any background image.
The lack of familiarity
Visitors who visit your website also spend time on other websites. In fact, they probably have a preferred type of website layout that works best. If a person likes to see the main menu on the left sidebar and contact details at the bottom, they will feel a little lost if you switch the position of the elements on your page.
Research your clients to see what types of websites they visit often, and analyze the layout. Compare it to your website and find space for improvement. Content layout is everything, so make sure whatever you put on the page is in the right place.
No functionality means no customers
People want a functional website. They are coming to you because they have a problem they want to fix. Or, they need to buy something or find information. All elements on your website need to contribute to that goal.
We already spoke about adding useless widgets or plugins. The same rule applies to adding pages to your website. For example, if you are selling subscriptions to a product or a service, your clients will want to know who you are and why they should use your website. You need to craft a high-impact About Us page and make it easily accessible.
However, if you are running a blog, people will want to see the articles first. Focus on the Blog section more, and move the About Us details to a different part of the page.
Just think of it like this: all elements of your website need to work towards a common website goal.
Too many options will confuse your visitors
The general rule of a useful website is to keep it simple. The more things you add, the more time it takes for your visitors to find what they are looking for. To give you a movie analogy, in The Matrix, Neo gets to choose the red pill or the blue pill. The choice is simple and clear. If he had the yellow pill, and the green pill, and the purple pill, and who knows what other color, he would probably leave the room thinking, “This guy is trying to poison me.”
You need to guide your visitors. Be the creator and guide them through their experience in a simple way. If you give them too many options, they will become confused and likely leave.
Work on your website colors
There is a huge psychological aspect of colors on websites and in life. Colors represent emotions, character, social interactions, and many other things. You need to communicate with your visitors via colors on a subconscious level. Furthermore, there is also color contrast. While orange and blue are a perfect combination, pink and green are a terrible choice for a color pallet. Don’t think that having a lot of colors on your website will make it more exciting. You can only create a mess. Stick to two or three primary colors that work well together.
Knowing this, is your website too complicated for your visitors?
Now that you know all of this, is your website too complicated? If the answer is yes, you need to start working on it today. Create a simple experience for your clients, and keep them engaged!