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Reviews by ConversionXL http://conversionxl.com/category/website-reviews/ In this edition of ConversionXL reviews, Tommy assess the visual complexity of an eCommerce site to determine if the site design itself is distracting from the main value proposition. When judging visual complexity we ask: 1. How many elements are there competing for attention? 2. Do these elements distract from the main message? Often times the visual complexity of the site takes away from what the site is trying to do, which is why it's important to find balance in every screen. Recommended Reading: ---------------------------------------- http://conversionxl.com/why-simple-websites-are-scientifically-better/ http://conversionxl.com/landing-page-optimization http://conversionxl.com/how-images-can-boost-your-conversion-rate/ http://conversionxl.com/value-proposition-examples-how-to-create/ --------------------------------------- Connect with us on Social: http://Twitter.com/PeepLaja http://Twitter.com/tommyismyname https://plus.google.com/+Conversionxl
Citation preview
ConversionXL reviewsVisual Complexity
When We Talk About Visual Complexity
We’re asking
•How many elements compete for attention?•Do these elements detract from the main message?
When We Talk About Visual Complexity
Also Keeping In Mind:
•A website’s first impression is made within 1/50th of a second•The human brain identifies images within 1/13th of a second•The human memory can only store between 5-9 “chunks” of information at one time.
Too Many Things Competing For My Attention
Wood Background Adds “Noise” to the page
Too Many Products Competing For Clicks
Hero Shot & Product Offering Lost In Visual Noise
Are These Areas Necessary For First Time Visitors Looking To Get Custom Fittings?
Testimonials Are Good!(But they’re placed it the most commonly ignored area for websites.)
Functional Navigation Is Good(But over-shadowed By All Of The Other Elements Competing For Attention On The Page )
Same Goes For Value Proposition Enhancers
Also, if customer support is warmly welcomed, why is it here?
Not Somewhere Around Here
Also, Consider Moving Product Search, Shopping Cart & Customer Login Information From Here
To Here
This is standard positioning for these elements on eCommerce Sites & your visitors are already used to looking here for this functionality
Recommendations:
Choose the 5 most important “Chunks” of information to display prominently above the fold. I’d recommend Starting With: •Customer Policies •Product Hero Shot (pick a best seller)•Value Proposition•Functional Product Navigation•Testimonial Story
Recommendations:
Subtract everything visitors trying to satisfy a need might find distracting. (i.e wooden background, News section, extra products)
Recommendations:
Read These Articles: •Why Simple Websites Are Scientifically Better•The Landing Page Optimization Guide You Wish You Always Had•How Images Can Boost Your Conversion Rate•Useful Value Proposition Examples
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