Diminishing Returns And User Experience

The primary goal for a website is to obtain a successful sale.

It’s not to highlight how inspired you were in choosing an expensive web design agency to implement the complex brand strategy dreamt up by an extortionately overpriced advertising agency.

Every little gadget and obstruction between the landing page and the “place your order” button is another spanner in the works that can stop a potential sale dead in its tracks.

For some industries, showing off product capabilities with videos and diagrams is essential as part of the educational selling process.

3 Things No Potential Customer Should Experience

  1. A pop-up form asking them for email details before they’ve had a chance to see what you’re all about.
  2. Auto-playing music or video that invades a potential customer’s eardrums and concentration onĀ matching their problem with your solution.
  3. A complex user interface they haven’t used before that they need to jump through in order to place an order or make a sales enquiry.

Diminishing returns is a concept from economics – the more workers you put on the factory floor, the more you produce up until the point where they start tripping over each other and your productivity declines.

Diminishing returns applies to user experience – the more features you have on your website will improve conversion rates up until the point that you are actually reducing your conversion rate and putting your entire web marketing strategy at risk.

Less really is more. Reduce the friction in the sales process by making it as easy as possible to get from the landing page to the successful sale.

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