We live in an age of excesses and overabundance. People are constantly looking for more of everything, be it content, choice of products, and even information. But more is not always better.
This holds true not just for art, but for almost all areas, including B2B website design. If you are unsure how a simple design can benefit your B2B website, here are some of the main advantages:
Simple B2B Websites Improve Conversions
It is important for a B2B website to be informative. After all, you want to educate your customer. The website should convey that you have a deep understanding of the pain-points of the consumer and how your solution can help overcome these challenges with ease. When creating a website for your B2B business, you may be tempted to showcase all your strengths and offerings to your potential customers. This is not always a great idea.
Although information is important, too much of it can work against you. This is because while browsing the internet, our working memory or short-term memory is what dominates. This means information is stored only on a temporary basis. While working memory plays an important part in decision making and reasoning, it is effective at retaining merely 7 pieces of information. Any additional information may only be distracting.
Your website may do better by reducing the noise by including only the most important or relevant elements on each page. This could be product features, prices, guarantees and customer testimonials. Prospective customers will be able to process this information more effectively and remember it longer, improving conversion.
Additionally, having too many options in the menu bar should be avoided. This could lead to indecisiveness, with the customer leaving the page altogether. Psychologist Barry Schwartz said, “The more options we have, the less likely we are to make a choice because we’re paralyzed (with indecision); or, if we overcome paralysis and make a choice, we tend to be less satisfied with our choice later. The bar (for obtaining satisfaction) rises with the more options people have to choose from”.
Simple Websites Reduce Website Load Time
Customers expect websites to load super-fast. If the website does not load quickly, many leave the site and look for competitors. In fact, websites with an average loading time of 7 seconds have a bounce rate of 32.3%. A slow loading website also reflects poorly on the company.
Additionally, slow loading has a negative impact on your search engine optimization efforts. Fast loading ensures that your site is positioned higher in the search engine results page. This can have a considerable impact on your lead generation and revenue.
Simple Websites Enhance Mobile Friendliness
Simple website designs are more mobile friendly. This is extremely important as around 63% of all web searches are made on mobile devices. Compared to visually complex and busy designs, a simple webpage translates much better on the smaller screens of mobile devices. This makes accessing your website efficient and easy for mobile users.
Apart from these, simpler websites are generally more affordable. This is because they have less graphics, videos, and audios.