Say two websites are selling the exact same service at the same rate. One website is a messy, difficult-to-navigate maze and features what appears to be a side navigation bar that hasn’t been updated since 1998. The other site — which again, sells the exact same service for the same price — has a clean website design, simple navigation and an appealing layout.
Upon which site will most people bestow their favor? Without a doubt, most end users will opt for the clean website design. Here’s a breakdown of the psychology behind why clean, simple site designs resonate more with end users.
The Science Behind Simplicity
A clean website design serves several purposes outside of its intended aesthetic appeal. An optimized micro white space (the minuscule area between letters and lines) not only looks better, but it also makes text easier for website users to read. Elegant simplicity also creates a positive, lasting first impression; this is critical for several reasons. Not only does a favorable first impression contribute to a lower bounce rate, it also creates a propensity for users to return in the future. A clean, sleek site layout that runs quickly and smoothly instills trust with the end user — coupled with a sense of luxury and efficiency.
Clean Navigation Increases Traffic and Revenue
In addition to creating a lasting impression on end users — specifically users who are visiting your site for the first time — a simple site layout with easy-to-use navigation increases onsite traffic and thus revenue. A site may sell a product or service for a lower price than a competitor; however, if end users can’t access a product, shopping cart or checkout due to a busy and confusing layout, the purpose of the site is ultimately defeated. Alternately, a site that’s easy to find, navigate and use will yield much higher statistics in terms of incoming traffic, revenue and positive consumer feedback.
