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Why Your Website Should Be Memorable

Spoiler alert: It's a matter of survival for your business.

We have been creating websites for more than 12 years. We have developed 200+ websites for different industries. And analyzed several thousand sites in terms of convenience and design. We believe that we have the right to an expert opinion in the field of web design.

Why it's Important to Make an Outstanding Website

This is an information overload issue. The information overload of your customers is a wall that you will have to bypass. If your customers even without your site sit on the Internet for more than 7 hours a day, you need to try hard to make your site memorable for them. It's not a matter of taste, it's a matter of survival for your business.

An outstanding website is a matter of survival for your business.

Fact: Your customers are dumber. There's nothing you can do about it. People browse your site in exactly the same way as memosics on Vkontakte: fleetingly, thoughtlessly and inattentively.

Think about it: As of January 2020, there are 4,437,215,927 Internet users in the world, and there are 1.74 billion websites in the world. More than 5,760,000 blog posts are published on the Internet every day (source). Your site has to fight for people's attention in an incredibly toxic and unimaginably competitive environment.

There is another statistic: the average time that people are willing to spend analyzing a new site for themselves. And here is a very sad picture. According to various estimates, this time ranges from a ridiculous 7 seconds to a very depressive 3 seconds.

To summarize: today, billions of sites with millions of new publications are fighting for the attention of your customers. And customers, finding themselves on your site, will not even think about it and in 7 seconds will run away to competitors. If you don't hook them with something.

A visitor to your site in 7 seconds will run to competitors if you do not hook him with anything.

Your business is doomed if your site does not give anything out against the background of competitors' sites. Making an outstanding website is not a whim, not a whim of web designers. It's a matter of survival for your business. It is important to understand that although we are drowning for bright novelties, we always take into account what users want to see on your site.

Why it's Important to Have a Memorable Website

Regular customers are more profitable than new ones, because they bring most of the profit. They are cheaper to keep and shop 9 times more often than new ones.

Often, the first sale brings a loss due to the high cost of attracting a client. When you're constantly looking for new customers, your profitability drops. If you earn anything at all.

Here's another round of statistics:

  • Profit from old customers accounts for up to 65% of the company's total revenue.
  • The probability of selling goods to the current customer is three to five times higher than to a beginner. Old customers make a purchase in 65-70% of cases, beginners - in 10-20%.
  • The average check of a regular customer is 65-67% higher than that of a beginner.
  • The cost of retaining old customers is five times lower than attracting new ones.

If you want customers to stay with you, then try to make your site memorable. This to some extent ensures that the old customer will find you at least on the site. Don't you think you're so good that your customers memorize your contacts, do you?

A memorable website will allow your customers to remember your contacts and contact you again. A run-of-the-mill site will break that bridge.

Did a customer's first contact with your company happen through a website? Surely a person will look for repeated contact with you on the Internet. Will he remember the name of the company and will he search for you for a brand query? Unlikely. Most likely, the client uses the same algorithm that brought him to you. It will start scouring websites again in search of a familiar picture.

A memorable site will work like a light for a moth. A run-of-the-mill site will merge outwardly with the rest and no one guarantees that your client will make a second purchase from you.

Why it is important to have a beautiful website

A good web design satisfies the needs of the user.

Everyone understands the concept of "beautiful web design" in their own way. If you ask several different people to rate a site, they will do it in different ways. And they will give different arguments. In practical terms, this means nothing. Because in fact, people rate sites about the same and if you don't focus their attention on the details, the ratings of different sites will roughly match. Sites with high-quality design (usability + visual) most will refer to as beautiful and convenient. And sites with poor design will be blacklisted.

Why? Because people's user experience in 2020 is about the same. Almost everyone uses the same sites (especially when it comes to popular sites). Even before 2010, the situation was different: experienced Internet users were able to distinguish high-quality and convenient sites. And beginners swallowed indiscriminately everything in a row, not having the necessary experience. On this parasitized sites with bad design and felt good. Now everything has changed.

People rate the quality of websites in about the same way. Because they have a similar user experience.

Sites with poor design are steadily losing traffic. This is because Yandex and Google now rank sites not by the number of keywords on the pages, but by behavioral factors. If people go to your site from Yandex and immediately leave it, this is a sign that the site is bad. Such a site, according to the logic of Yandex and Google, does not have the right to be in the TOP. And the site flies down, and competitors rise in its place. A low-quality website loses organic traffic as well as business customers.

Therefore, a comfortable and pleasant design is not a waste of money, as some entrepreneurs think. This is the only way to get customers from the Internet today. What is a good web design is the topic of an extensive separate article.