What would you say is the crucial consideration in website design?
Should you be solely concentrate solely on the looks of the website, or should you put all your efforts into making sure that the website resonates with its intended audience? Well, the fact of the matter is you should actually be focusing on both. Any good website will need to look good obviously, but it needs more than that: it has to be capable of getting its message across to its target audience.
In essence a website needs to be capable of getting its message across to the right audience at the right time.
In order to achieve this, the website will need to be capable of delivering a level of information and service that will tempt users to come back and visit the site time after time. The question is how does a website designer know that they’ve ticked all the boxes? How can they prove that the design is fit for purpose? The answer is by tracking and analysing the website’s metrics so that they can measure the effectiveness of the design, and applying search engine optimisation principles to ensure that the intended message is being delivered to the intended audience.
Should website designers be focusing on metrics during the design stage? Well, some would argue that they shouldn’t, but this is a short-sighted view. The insights gleaned from these metrics can make or break a website, so ignoring them is foolish. Metrics let designers pinpoint any potential problem with their design. They can highlight problems, for example the number of bounces and why these occurred, whether the navigational menus are effective and functioning correctly, the levels of user surfing and the sign-up or check-out flow of potential traffic. Metrics make it easy for businesses to determine whether their websites are performing effectively. The figures produced by metrics might look meaningless to most people, but any professional website designer will be able to look at them and interpret them accurately. Web metrics will let the designer analyse the performance and growth rate of the website, then compare the actual figures against the projected goals.
How can SEO be incorporated into website design?
By analysing web metrics the site’s designer will be able to gather real-time information about the user’s behaviour. The figures will give a detailed breakdown of who’s visiting the site, how long they spent on the site and also the areas where the site is most frequently accessed from. The ability to track and interpret user behaviour can help any online business retain customers and perform better. Metrics also give web designers all the information they need to be able to make effective changes. As an example, they may need to make changes to certain design aspects like the selection of typography and font style, the degree of graphical elements or images used in the main page of the website, coding techniques and documentation style, or marketing and SEO-related activities. Armed with all this information a designer should be in position to make a website perform optimally.