76% of consumers say the most important factor in a website’s design is “the website makes it easy for me to find what I want.”

What does this mean for marketers?

• Don’t obsess over the visual design of your website
• Do obsess over the usability by your customers and prospects
• Don’t worry if you or the CEO think your website design does not look pretty
• Do worry about the conversion rate of your website (Are people finding what they need and completing their tasks?)
• Don’t use flash, heavy graphics, or tons of video
• Do use these things if it helps your customers get what they want from your website
• Don’t reinvent the wheel when it comes to design and layout
• Do use a basic layout that will be familiar to your customers
• Don’t differentiate with the design/functionality of your website
• Do differentiate your company by making it really easy for your customers to find what they want on your website
• Test, test, test! The only thing that matters is what your customers do on your website. Sit down with a potential customer, and watch them use your website. See if they can figure out how to get what they want; see if they can easily do the tasks you want your consumers to do. (e.g. “Show me how you would register for our free demo.”)