The main objective of anyone building a business website is to ensure that it gains leads that convert to prospects and eventually to customers. There are many ways that websites can be built and categorized. Ultimately, there are two clear classifications:
- Simple websites
- Complex websites.
Developers and marketers analyze the pros and cons of each of the two categories of websites depending on the business objectives they want to achieve. It is after weighing the options that a decision may be made on the way forward. Most companies prefer a simple business website because it is cost-effective and easy to manage. This has led to an unending debate on the efficiency of simple websites. The following is an examination of whether simple websites convert or not.
Psychology Behind the Effectiveness of Simple Business Websites
i. Law of Pragnanz
This psychological principle holds that people tend to organize their thoughts symmetrically and simply. The human mind prefers simple designs since such designs hold a lower likelihood to cause surprises. General preference is for clarity and order. Simple designs allow for greater understanding and acceptance. A website that has more calls to action is likely to have fewer conversions than one that has fewer calls to action. Few is simple and many is complex.
Read more about Law of Pragnanz
ii. Law of Experience
Website visitors do not like new complicated things. One of the reasons for this is because the mind prefers something that it is already used to. A good example of such a thing is text. If for example, a website has an e-commerce component, customers are more likely to make purchases if the buttons designed for the purpose of purchasing are well labeled. One might conclude that labeled websites are simple while ones that are not labeled are complex. In this regard, therefore, simple websites do convert.
iii. Cost Benefit Analysis
For growth to occur in business, it is necessary for the business to increase exposure of information concerning it. The information referred to here is not just random information but the type of information which enables the bearer to make a decision. Such kind of information can usually be condensed into a few bottom lines. This means simplicity as the website containing only bottom lines cannot be complicated.
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The other necessity for growth is the reduction of friction. This refers to the simplicity of responding to a call to action. If there are too many actions that need to respond to the call to action. The website visitor is likely to disregard any benefits there may be and go on to consider a simpler option. This is the cost-benefit analysis.
iv. Short loading time
People usually have a problem waiting for websites that take too long to load. One of the best ways to make a website attractive, therefore, is to make sure it loads easily. Complex websites have heavy pages that load slowly. In this case, it is clear that simple websites are more likely to convert than complex ones.
Read more: How to Test Website Performance
While it is necessary for a client to be as informed as possible, cluttering a website with information is one of the surest ways to lose conversion. It is also true that clients look for aesthetic beauty in a website, but the beauty should not be at the expense of speed and clarity. Speed and clarity are both found in simple websites. With this in view, it is clear that simple websites do convert.