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BizReport : Internet : March 04, 2011

Traffic not converting? Check your website design

If you're getting traffic to your website, but users aren't staying long or aren't converting, it could be the design factor. A new survey from the UK's BaseKit finds that UK consumers are distrustful of badly designed websites.

by Kristina Knight

According to the survey, which was carried out between January 4 - 10, 2011, 70% of consumers don't trust websites with bad designs. Also of interest, 66% of respondents believe that the 'look' of a website is more important than the company's physical location in engaging consumers.

"It has never been more important to present your company professionally online. In the digital age, consumers expect a company to have a well thought-out online presence. This is supported by the fact that two-thirds of businesses believe that a website has more impact on its success than location," said Chris Winstanley, Head of Marketing with BaseKit.

The question, of course, is what is a badly designed website? Primarily, the navigation and usability of the site. Sites which are easy to navigate, which don't freeze at the shopping cart or check-out phase, and sites which are well-presented are more engaging to consumers - they appear more 'legitimate', according to one expert.

"A well-designed website it not so much about the look of a website, it's about the functionality of the site. If [consumers] can easily access the information they are looking for on a website then the site is already a success," said Kyle Knight, Owner of Kyle Knight Media. "You might have a visually good looking website but if people have a hard time accessing the information they need, then the website has failed. Look is important but functionality is more so."

Tags: BaseKit, domains, ecommerce, website design, website traffic

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  • It is not only the website design. There is more you have to check. When your website is not converting, you have to check your whole website AND your online appearance. This is easy at

  • It's all about user-experience. The best SEO and online marketing campaigns in the world aren't going to make up for a poorly designed site. Sites should lead visitors down a clearly defined path that sends them to exactly what they were looking for. If a visitor has to dig to find the information, they'll leave and try a new site.



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