Fancy aesthetics don’t bring money to a website. Users do, and that’s why so many great-looking websites fail. They are not designed for usability, conversions, and customer retention.
In this interview series by
Website Planet, leaders in CRO and UX reveal their best web design practices and how you can apply them immediately to boost your website’s conversions and revenue from day one, whether you are just starting out or scaling a high-traffic site.
Nick La is the CEO of Themify, a developer of premium WordPress themes and addons with a clientele of over 123,000 users. Prior to Themify, Nick was also known for founding the popular website Web Designer Wall, which contributed to his recognition in the web design community.
What are some web design trends that you believe are overrated or even detrimental to user experience and a brand’s reputation? Can you share some examples?
Pop-ups have been around for a long time and are still widely used, sometimes exceedingly, especially on eCommerce sites. Personally, I don’t mind small pop-ups or modal boxes that slide out subtly and don’t distract the reader’s attention. However, large or fullscreen pop-ups can harm the overall user experience and often lead to users exiting the page.
Another overrated trend is the excessive use of animation and complex transitions. While subtle animation effects can enhance the visual experience, overusing animation can slow down page performance and frustrate some users. For users with slower devices or internet connections, the experience won’t be as expected. Additionally, users with motion sensitivity may not appreciate excessive animation.
On the other hand, what are some key UX features that are frequently overlooked? Why do you think they are often missed, and how do they impact UX and other KPIs?
Too many developers, designers, and clients still don’t pay enough attention to page speed and accessibility. In recent years, Google has been pushing developers to focus on page speed and user experience, using these factors for SEO rankings. At Themify, we emphasize creating fast-loading and lightweight WordPress themes and page builders.
Many designers believe UX is solely about visual design, but they often overlook a critical factor: page speed. A slow-loading page is extremely frustrating and leads to higher bounce rates. If your site doesn’t load within 2–3 seconds, visitors are likely to leave and go elsewhere.
Another often overlooked feature is accessibility. The main goal of a website is to present information to your audience. No matter how visually appealing your design is, if it’s not accessible to all users, it fails its mission.
Do you believe there’s a risk of ‘over-designing’? How do you strike the right balance between creativity vs user experience?
Absolutely, over-designing is a common risk. The key to balancing creativity and user experience lies in aligning the design with the user’s goals. Creative elements should enhance the visuals, but not obstruct usability. I find that simple and minimal designs often last longer compared to flashy designs. Sometimes, I remove creative elements to keep the design minimal.
If something can be removed without affecting the design, it doesn’t need to be included in the first place.
Our main question now: For those building (or rebuilding) their website, what are the 5 most critical UX aspects they should focus on?
Defining the goals of the website is always very important. Do you want to sell something to your visitors, present information to them, or build a site focused on user retention? Set your goals, then focus on these crucial following aspects:
- PageSpeed – Slow-loading sites increase bounce rates and harm both UX and SEO, so speed should be the top priority.
- Responsive – With so many different browsers and devices available, your design must be responsive and maintain a consistent visual experience across all viewports.
- Content – Content is king. Your content should be clear and direct to your audience. High-quality content can improve visitor retention.
- Navigation – Navigation should be simple, allowing visitors to find information easily without wasting time clicking around.
- Accessibility – Ensure the site is accessible and usable by everyone, including those with disabilities.
How can our readers connect with you?
Website: https://themify.me
X: https://x.com/themify
