Website Aesthetics Significantly Influence Return Visits & Referrals
For every company, but particularly SaaS & tech companies, a customers journey is not instantly transactional like a eCommerce site looking to drive a purchase.
Instead, SaaS & tech companies rely on visitors to return multiple times before converting or sharing their site with others in their organization.
Why are return visitors so important.
B2B SaaS & tech marketing rarely drives instant sales conversions. Buyers research and learn before they convert.
While an average website visitor only views 3 - 5 pages, a prospect that has converted will have visited the site 2 - 3 times before converting.
One of the most important metrics you can track on your website is return visitors.
SaaS & tech companies that do not optimize repeat visitors will see significantly lower conversions that their competitors that do.
How aesthetics & experience drive return visits
Naturally humans will avoid pain and embrace pleasure.
A poorly designed website is painful both in ways that are subconscious as well as conscious.
Conscious website design pain
Subconscious website design pain
-
- Illogical Grouping
When content that relates and has a strong correlation is not grouped and structured correctly, it makes it a struggle for visitors to comprehend.
- Lack of spacing
Also part of symmetry and balance, space gives the brain rest and allows it to focus. Too much information or general overload makes it hard to comprehend or concentrate.
Why are referred visitors so important
In B2B SaaS & Tech sales, it is rare that a single person is involved in a decision. As more products move to PLG ( Product-Led Growth ) with trials and freemiums, it may be a single person makes a first conversion.
But overall, most B2B products are interacted with by multiple purchase before full adoption.
That might be someone sharing the site with their boss to get their thoughts or someone adding a co-worker as a user which drives that person to the site to learn more.
Thinking of the sales funnel as silo'd or linear is a huge mistake.
How aesthetics influence sharing
Studies show that the more satisfied a person feels with a site's design, the higher the likelihood of them sharing it with another person.
This just makes sense, right?
If we have a bad experience or don't have a good impression, we are not going to share with with someone else because it reflects poorly on us.
This means if our sales funnel relies on more than one person and our website design aesthetics are poor, it could significantly diminish our conversions and sales.