An absolute necessity for any kind of business hoping to gain traction in the digital era is to own a website. Owning a website for one’s business is not conditional on the size of the business, as experts in the area encourage owning a website, for any business, no matter the size or type. A website alone can achieve almost every marketing strategies’ goals and will help your business grow.
In comparison to other marketing methods, web environment targets a wider range of customers. A website is the core of a business’s activities in the digital environment. With the growth of technology, users’ access to the web environment and smart phones have increased, the total number of website visitors has risen drastically and almost every kind of human need is taken care of with the use of internet and website services. Considering the mentioned factors, we can safely assume that nowadays websites are what connects consumers to brands.
You have probably experienced visiting a website which has just gotten stuck in your memory. Have you ever thought about what makes a website so memorable? According to research conducted by specialists in the Information Technology sector, user interaction with the digital environment was the main reason for an unforgettable experience.
Researchers have confirmed that images are much more unforgettable than words to the human mind, due to the mind’s function. Two thousand years ago, the Roman orator, statesman, lawyer, and philosopher Cicero believed in this recent discovery and made use of props to make his speech memorable.
Employing interactive and appealing graphic elements can create a warm feeling for the users and visitors of the website, and make their experience of a simple website visit distinctive.
Another factor contributing to a website’s charm and distinguishability compared to other websites, is the use of bold and contradictory combinations of colors.
The nature is what we escape to, when we are trying to run away from our everyday routine. Psychologists believe the state of tranquility human beings feel in nature stems from its colors and brightness. Therefore, if the website you are visiting resembles the coloring of nature, you will feel calm, your eyes won’t tire, you will not be easily bored, and your experience of visiting that particular website will be memorable. But you should keep in mind that there is a very thin line between busy graphics and stylish ones, so to avoid making such mistakes, it is recommended that you seek the advice of art consultants and UX experts.
Also, with the clever use of graphics, you can communicate challenging concepts which are hard to get across via words. Moreover, if a brand uses a direct approach to convey its product’s features, customers will misunderstand this as hubris. For instance, we recently received an order to design a unique and modern website for a famous and classic FMGC brand which specializes in juice. The main concern of the brand was to convey the concept “freshness, quality and purity of product”. To achieve the desired goal, we designed all graphical elements based on these three concepts. Furthermore, to deliver the message “from fruit to juice”, we employed a unique and exclusive graphical element, which we used as a footer throughout the website. You can check this design below.
Another problem website analyzers face is the instant exit of users right after entering a website, or when they leave the website before visiting a certain number of pages. It does not matter if you design the most innovative website when you have no visitors.
Before getting to the visual and technical details of your website, you need to think deeply about how to map out your website and how you want your website navigation to be. An exact and detailed website navigation will grant users easy access to your content.
If your brand has various products, you should bear in mind that the user’s path to the intended product should not be more than 3 clicks away. To fulfill this objective, you need to categorize your products or services carefully and thoroughly.
If you are planning to create an enjoyable experience for the users, you have to change your approach from “product-driven” to “user-driven”, meaning when you are facing the dilemma of placing every product on a single page (which confuses visitors), or employing a simple, minimal design (which angers the sales team), you are to choose the users’ comfort over your sales team.
One way to assess a FMCG website’s success is the estimation of the customer’s engagement with the brand. This criterion can be measured in the digital world using the time visitors spend on a website, commonly referred to as time-on-site.
The more time users spend in your website, the more they have been in contact with the digital format of your brand. The goal of this strategy is to familiarize your product to customers, so when they see it on store shelves, they will choose your product over other options.
One way to encourage customers to spend more time in your website is to stimulate their curiosity. This method needs to be implemented with great care, since it can potentially frustrate customers and make them leave the website. If mapped out correctly and cleverly, visitors will discover your brand and spend more time in the website.
Nevertheless, the most efficient way to guarantee a high average time-on-site, is to offer unique, exclusive and appealing content. To do this, we designed a section on teaching mocktail and cocktail recipes categorized by events or seasons. In addition, we uploaded original videos for these recipes and guides.
Due to the nature of the brand, and the size of its business, each page of the website had to deliver the full message to the visitors. To this end, we came up with a unique content strategy and used the Landing Page approach for every single page of the website.
Additionally, again due to the nature of the sub-brands of this specific project, each page had to follow a certain guideline while remaining cohesive. This turned this project into a very interesting but challenging work.