Beyond Aesthetics: Why functionality in website design really matters
- 6 hours ago
- 3 min read
Have you ever wondered what your website does for your business? For a website, first impressions matter, but are they enough? Businesses invest in attractive website designs, but do these websites engage users and generate results?
A functional website drives business growth. Functionality in website design refers to the tools, features, and behaviors that allow users to achieve their goal on the website.
A great website design is more than just looks
A great website design is not always about visual appeal. According to research, 94% of website visitors are influenced by first impressions of a website design. However, there’s another side of this we don’t notice. A poorly designed website drives away almost 38% of visitors. Considering a website consolidates a brand’s identity, that number is significant.
Metrics and statistics aside, this data shows that a web design that favors either the aesthetics or the functionality of a website fails to engage users. Both of these elements should work together to make the website not just beautiful to look at but also seamless in functionality.
A functional website design not only elevates the user experience but also turns visitors into valuable and paying customers.
The functional elements that shape user experience
Easy and Intuitive navigation
Making users stay on your website is one of the foremost objectives of a simple and clean website design. An easy and intuitive navigation ensures that.
A website where users don’t get lost while navigating creates an excellent user experience. This, coupled with a straightforward and logical website structure and internal linking, helps users navigate the site with ease without being stuck on a single page.
Speed and Mobile responsiveness.
Your website users will not wait around till your website finishes loading. A high load time is one of the most important causes of users bouncing off a website. Research shows that 38% of users lose interest and move on when a website loads slowly.
Consider this: You log on to a website from a mobile device. You constantly have to pinch and zoom to view the website’s content. This gets worse when you have to navigate throughout the website.
Today, websites are primarily accessed through mobile devices. A website design not adapted for every type of screen risks losing users. It is widely known that Google recommends a responsive and mobile-first website design. In sum, a non-responsive website design is likely to bring a frustrating experience for users.
Whereas the benefits of a responsive website bring many rewards. These include
Enhanced user experience
Boost in conversions
Improved website efficiency and so on.
In numbers, 74% of users are more likely to revisit when the website is optimised for mobile devices.
Clear CTA’s
CTAs, or Call-to-Actions, act as a useful guide for users. They instruct users to perform the next step in the user journey. However, generic and unclear CTA’s end up confusing users rather than instructing them.
In addition, placing custom or personalised CTA’s works wonders for your website. Having custom CTA’s can convert 42% of website traffic into paying customers.
How functionality in website design benefits your business
A website designed for users ultimately improves user satisfaction and experience. It helps build trust and credibility for the website and the brand itself.
Functional elements of a website keep users engaged. Users will visit your website frequently and for longer durations, increasing conversions.
What is a functional website without search engine rankings? Improved user experience and performance not only contribute to better engagement but also help the website boost its rankings on search engines.
Balancing form and function
When it comes to a great website design, businesses don’t have to choose between aesthetics and usability. Your brand can use effective design and visuals to support user journeys and disrupt them.
With an aesthetic website design, you can get customers to your website. But the functionality and usability of your website are what’ll keep them from bouncing and convert them into loyal customers.
Make functionality a part of your website design
The most effective websites strike the right balance between aesthetics and usability, ensuring that every design decision serves a purpose. A visually appealing website is only successful when all its functional elements come together. A purpose-driven, fast, and easy-to-use website can create a better experience for users and take the brand to new heights of growth.
At TwoDo, we believe in crafting beautiful website designs and, at the same time, making those designs functional for users. If your website looks great but isn’t delivering the results you expect, maybe it's time we take a look at it.
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