Web Design ROI: How Design Impacts Your Business (And Your Bottom Line)

What is web design ROI? It’s your overall return on investment that your website brings in. We’re not just talking look and feel. We’re talking speed, optimization, and your user-journey.

As the world continues to become more dependent on the internet and mobile devices, the need for a compelling and unique website is more important than ever.

If you’re one of those business owners who thinks your outdated website is okay because it has your branding and information about your company, you’re wrong.

Your website should reflect who you are as a business and make it easy for the customer to find what they’re looking for, all while sending users down a predetermined user journey.

What is a User Journey?

What is the customer journey?

A user journey is a strategic path that your users take as they browse your website. The ideal path would take them through the inbound marketing stages of Stranger, Visitor, Lead, Customer and Promoter.

As the user navigates through your website, they are met with opportunities that both allow them to learn more about your product (with product pages, demos, etc.) and educate them on your subject matter (with blog posts, free tools, etc.).

If the user-journey is set up correctly, the user will browse your website as a stranger, and convert as a lead, whether through a newsletter sign up, free download, via the contact form or (the best option) a direct purchase.

Your Website is an Extension of Your Business

Imagine your website is your business’s storefront.

Does it reflect your business the way you’d want it to? Is it compelling? Is the information clear? Is it easy to navigate and find what you’re looking for? Is the load time fast? Does the imagery inspire you?

If you answered no to any of those questions, it may be time to seriously think about redesigning your website.

According to Toptal.com, 94% of your website visitor’s first impression of your business is design-related.

Web design first impressions

That means that it doesn’t matter if you think the important content is there, the look and feel matters most. The average user’s attention span is eight seconds. Yes — EIGHT SECONDS. That means that you have eight seconds to capture your visitor’s interest or they’ll bounce.

If your website doesn’t look good and is difficult to navigate, you’re probably missing out on a plethora of qualified potential customers.

Better User-Experience = Higher ROI

What is UX design?

Building your website around your user is imperative to your ROI.

In fact, every $1 invested in user-experience (UX) results in a return of $100, that’s a 9,900% ROI!

According to that same report, a well-designed interface could raise your website’s conversion rate by up to 200%, and a better user-experience design could yield conversion rates up to 400%.

That’s HUGE.

That means that business owners are leaving money on the table by simply settling for a poorly designed website or putting design plans on the backburner.

UX Techniques That Impact ROI

Your website’s ROI can be improved by making a few important modifications. Depending on the age or speed of your current website, it might be best to completely redesign your site to ensure optimization and proper user-experience.

Here are some UX techniques that may help you boost your ROI:

If you really want to find out how your users are interacting with your website, consider investing in tools like Hotjar or Crazy Egg. These tools allow you to create heatmaps of your web pages to see where visitors are clicking and how they’re interacting with your website.

HotJar heatmaps

If you don’t have Google Analytics installed yet, put that at the top of your list.

Also, consider sending a survey to a handful of unbiased users that asks them about their overall user experience on your website.

Better Looking Sites Earn More Trust

If a potential customer doesn’t trust you, chances are they won’t be purchasing your product/service (even if you have an incredible product). It doesn’t matter how great your product is, trust will always win.

So, how does web design impact your overall brand’s trust and credibility?

According to Blue Corona, almost half of all users say website design is the number one factor that shapes their opinion on the credibility of the business.

Web design and credibility

Thanks to the internet, it’s easy for users to check out your website and a handful of your competitor’s sites within minutes. In this quick act of comparison shopping, your site’s design can make you a top contender, or force you to the bottom of the list.

Design Elements that Negatively Affect Trust & Credibility

  • Colors that don’t match your brand
  • Using different versions of your own logo
  • Not using an SSL certificate
  • Too many pop-ups
  • Site glitches

Design Elements that Positively Affect Trust & Credibility

  • Proper branding
  • Using an SSL certificate
  • Trust badges
  • Partner logos
  • Custom 404 error page
  • Testimonials

Slow Load Time Hurts Your Retention & Rank

Poor user-experience doesn’t only rely on the look and feel of your website. Your website speed can have a huge impact on overall traffic, retention and conversion. For one, Google takes site speed into account when it comes to ranking your website for search.

On top of taking a hit from the SEO perspective, slower site speed will undoubtedly result in a higher bounce rate. If a website takes longer than 3 seconds to load, 40% of users will leave, and that number spikes to 53% for mobile users.

You could be missing out on 53% of your traffic with a slow website. Imagine how that affects your conversion rate!

Use tools like Google Pagespeed Insights to test your website’s load time and learn how you can make it better.

Google PageSpeed Insights

Make Your Site Faster, Pick Up More Traffic (a.k.a. More Potential Customers)

Having a fast website makes it easy for users to navigate throughout your site swiftly and uninterrupted. This enhances your overall site navigation and allows users to go through the user journey without any hiccups.

If your website’s on WordPress and you’re looking for ways to make it faster, give us a call.

Mobile-Friendly Design Leads to More Sales

Smartphones have officially taken over, and that’s great news for business. With people becoming more dependant on their phones, your website and social media profiles now serve as a 24/7 sales machine.

That’s why having a mobile-friendly website is imperative to your business’s bottom line, especially if you’re appealing to a younger audience.

According to Think With Google, if a website isn’t mobile-friendly, 50% of users will use it less even if they like the business. In fact, even your overall Google rank will suffer if your website isn’t mobile optimized.

Wondering if your website is mobile-friendly? Use Google Search Console’s Mobile-Friendly Test.

Google Search Console Mobile-Friendly Test

Think You Don’t Need a Mobile-Friendly Site? Think Again

Companies that appeal to an older audience will often say that having a mobile-first website isn’t a must for their business.

And they’re wrong.

Even if your mobile traffic is low, having a mobile-friendly website ensures that all users are having a seamless online experience. If every dollar counts, then so does every kind of user, no matter what device they’re using.

Imagine turning away 50% of customers when they step into your office/business. That’s what you’re doing by settling for a website that’s not optimized for mobile. And that doesn’t even count the ramifications you’re suffering from in terms of SEO optimization.

If Users Can’t Find What They Need, They’ll Bounce

Navigation is extremely important when it comes to user retention.

Navigation refers to everything from the menu bar and search functionality, to your calls-to-action (CTA) like buttons, links, etc.

The goal of good UX is to help the user find exactly what they’re looking for, as quickly as possible, without overwhelming them. That doesn’t seem like much, but there’s a lot of strategy that goes into it.

Why Navigation Matters

Creating a seamless user-experience helps retain users and keeps them coming back for more. According to Amazon Web Services, 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.

Bad web design user-experience

That’s right, users are relentless. If you offer them a poor user-experience, chances are they’ll go looking for a competitor that gives them what they’re looking for. Even if it’s more expensive.

Navigation is often the first step of the user journey. It sets the tone for your website and creates pathways that help push the user towards conversion. If you haven’t done so in a while, consider revisiting the strategy behind your site’s navigation.

Good Web Design Can Lower Your Customer Support Cost

With a user-first design, your users should be able to find almost any piece of information they need. That means fewer calls into customer support. In fact, focusing on UX has been seen to reduce support costs by 90%.

That’s a lot of dollars being put back in the bank!

If your goal is to make it easy for the user to learn about and purchase your product/service, they should have access to all of the information they could possibly need right at their fingertips. That means creating a clear user path with design and navigation, and making sure all of the content your user needs is readily available.

Chat Features Can Boost Your User Retention

To help visitors find the information they’re looking for, customer-centric design often includes chatbots or live chat features. These are great ways to keep users engaged and stop them from leaving your website if they can’t find what they’re looking for.

What Are Chatbots?

Chatbots are programmed computer software that allows users to interact with a “bot” as if they were a real person. These chatbots are programmed to be able to answer a series of FAQs that eventually lead to either a helpful article, lead gen form, or live representative.

What is Live Chat?

Live chat is a website feature that allows your customer service team to chat with users directly on your website. These chat features have the ability to disable themselves or turn into chatbots or lead generators during off-hours.

Web Design ROI Matters, Here’s Why

If I leave you with anything, it’s this last stat right here:

According to Jacob Nielsen’s research, when good UX design enhances the customer experience, companies see an average increase of 83% in their KPIs.

That’s right.

Eighty. Three. Percent.

Your website can be a valuable business asset. And neglecting it can mean you’re leaving cash on the table. If your site isn’t built to take users on a unique journey from lead to conversion, then why even have one?

If you’re looking for a way to generate more leads and make more money, it might be time to redesign your website.

At Merm Designs, we do more than specialize in web design. We take a look at your ideal customer and create a website built to specifically appeal to them. We focus on four things: strategy, lead generation, lead nurturing and conversion. That’s because we know the importance of having a good website.

When you’re ready to talk about your web design ROI, let’s set up a call.

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