Directly impacts user experience “ At Google, we focus constantly on speed; we believe that making our websites load and display faster improves the user’s experience and helps them become more productive.” – Google Blog
The age of instant gratification No one likes to wait for a web page to load – Attention span decreases dramatically after 1-2 seconds
Faster page loads lead to higher conversions When Google experienced their page load time to drop from 0.4 second to 0.9 seconds, it decreased traffic and ad revenues by 20% - Marissa Mayer, VP Google
Follow the style guide Ensure that your content managers are using the style guide when updating content. This ensures consistent usage of fonts and colors throughout the website resulting in a positive user experience… You do have a style guide, right?
Limit the color palette to what the eye can process Too many colors causes confusion, introduces chaos and disrupts the flow of the website
Web-safe fonts Avoid the urge to use unique system specific one-off fonts on your website – Your users may not have that beautiful, wonderful font you just found to promote your event. Also, ensure that your style-guide specifies brand friendly, web-safe fonts to use on your website
Guide your audience Optimal website layouts naturally guide the audience towards the most important information on your website without alienating them
Smooth flow of information Your audience will grow fond of your website when they are able to scan the page without having to think - A good layout gets the users to the desired information quickly and easily
Keep it Clean A clean and simple layout conveys professionalism and helps your audience perceive your organization to be legitimate and established
Please don’t go! Most visitors will leave a website if they do not find what they are looking for within 30 seconds - .Net
Retention leads to recommendations It is far more likely that a visitor will come back to your website if they found it easy to use – they are also much more likely to be your advocates and recommend your website to others
Higher Conversions A website that is easy to use takes the audience to the organization’s desired action quickly and easily – The result is higher donations, registrations, memberships etc.