Is Creativity Crushing Your Digital Performance?
If you’re experiencing digital performance problems with your website, the culprit may be something you’ve never considered: design. Designers push web technology extremely hard to buoy their creativity and developers often respond by executing their designs without question.
This can stir troubles. Loading a web page can take too long and bother users, who expect content to be delivered instantly. Still, designers often use so many fonts, images and fancy design tricks that they actually create performance issues. Therefore, in many instances, technology must push back.
Design tactics create performance issues and, in the process, turn off users you depend on to visit your site and buy your goods and/or services. Here are five design modifications that can maximize your digital experience and performance:
1. Drop the animation. Many brands have learned very slowly that the internet isn’t a broadcast medium. Users simply aren’t captive and awaiting the message you want them to hear. Yet web animation usually is an attempt to draw the visitor’s eye to a brand’s message. The problem is that visitors come to you to view your product or services, not to be entertained.
Indeed, when animation is moving on the screen, the typical user will assume things are still loading. Exceptions exist, of course, and animation can create an engaging and immersive experience. However, most of the time animation is a one-time idea that attracted someone because of its various elements, from fade-ins to light effects. Most brand-site animation contributes to poor performance while also misusing the medium.
2. Skip the carousels and other flashy tactics. Carousels — i.e., those series of rotating images with a bit of marketing copy and calls to action — suddenly are everywhere as brands like the ability to market several products or promotions on their website at once. Carousels are performance killers, however. They require more complex technology than straight HTML to achieve the fancy rotation controls and effects.