The question at hand delves into the debate between aesthetics and functionality in web design: does a visually appealing website lead to increased conversions?
In the digital age, the importance of user experience (UX) in web design cannot be overstated. A well-designed website is no longer just about aesthetics, but also about performance, usability, and conversion.
According to ORBIS Production, a globally operating full-service film, photo, and video production company with an integrated creative agency, effective websites today are those that look brilliant and perform brilliantly. This philosophy is rooted in the understanding that UX is conversion.
Small UX improvements can lead to significantly higher conversion rates. For instance, every dollar invested in UX can return $100, providing a 9,900% ROI. This statistic underscores the potential impact of UX on a business's bottom line.
One of the key factors influencing UX is page load time. A 1-second increase in page load time increases the bounce risk by 32%, according to Google. This risk increases dramatically when page load time increases from 1 second to 10 seconds, with users 123% more likely to bounce. Similarly, 90% more users are likely to bounce when page load time increases from 1 second to 5 seconds.
First impressions on a website are not just visual, but behavioural. Users form an opinion on a site's visual appeal in a mere 0.05 seconds, as per Kinesis Inc. This quick judgement can have a profound impact on a user's decision to stay or leave the site.
The look of a website also plays a crucial role in a user's perception of a brand's credibility. 75% of users judge a brand's credibility by the look of its website, according to Kinesis Inc. This statistic is further emphasised by the fact that 94% of people don't trust a site with poor or outdated design, as reported by WowMakers.
However, the misconception that websites must choose between looking good and working well is not true. Good design equals better usability, and a well-designed site communicates professionalism, relevance, and attention to detail, building trust.
In the B2B or high-value B2C spaces, design impacts perception, and perception impacts performance. A strong UI can lift conversions by up to 200%, and a full UX can double that again, up to 400% higher conversion rates.
Moreover, SEO and UX go hand in hand. Modern SEO focuses on page performance, structure, user experience, and content clarity. Google now ranks your site based on how it performs on mobile, and Google's Core Web Vitals directly influence your ranking.
Sites that meet Google's UX benchmarks see 24% fewer abandonments before content even appears, as stated by the Chromium Blog. Furthermore, 88% of users won't return to a site after a bad experience, according to Qualtrics.
In conclusion, investing in UX can significantly improve a website's performance, usability, and conversion rates. By focusing on both aesthetics and functionality, businesses can create websites that not only look good but also work well, thereby enhancing user experience and driving growth.
