5 Ways Web Design Impacts Customer Experience

how web design impacts on user experience

Wondering how web design influences customer experience? A website is one of the essential tools for any brand in the modern business environment. It is not only one of the sure ways of future-proofing your business, but it also has a massive impact on brand engagement.  Many companies have now realized the importance of a website in attracting potential customers, and web design is one of the factors that you can use to improve brand engagement.

With that said, how does web design impact a customer’s experience on your website?  Statistics show that 8 out of 10 people start their search for a product or service online, and when the web design is done correctly, it will increase the number of site visitors and conversions exponentially.

For this reason, it is necessary that you get a professional web designer in Singapore. Given the changing trends in web design in Singapore, a professional web designer will make a critical difference to the success of your brand.

In this article, we look at the ways web design impacts your customer experience. Read on to the very end to learn how you can leverage your web design to improve your customer’s experience on your website.


When it comes to websites, first impressions matter a lot, and the appearance will determine whether the visitor will become a client or not. This calls for you to have a responsive design on your website since most Singaporeans are now accessing their internet via mobile devices.

There are many ways that you could improve the appearance of your website. One of the sure ways is to use big and bold serif fonts for headlines. For the body, use easy to read fonts (sans serif) such as Calibri or Times New Roman.

You should also break the monotony with high-resolution images between the texts. On that note, it is imperative that you incorporate parallax scrolling. This is where you overlay two visual elements on a page and when a visitor scrolls, the elements will move at different speeds. This gives the site visitors a fantastic viewing experience, encourage them read through the content and to take action.

web design and customer experience

There are two web design standards

  • Older websites that were designed in the 90s
  • Newer, sleeker websites that integrate modern web design trends

 Most of the websites fall between these two extremes, and it is possible to have a site that is in the middle. The goal here is to ensure that it incorporates current and up-to-date design trends.


When a browser lands on your site, they will be keen to see if your website exudes professionalism. You must do all that it takes to convince them that you are a respectable business built on professionalism, and your web design plays a huge role. Various elements of web design contribute to the professionalism of your business such as

  • Photos of staff
  • Customer testimonials and results
  • A culture or about us page

Are you wondering how pictures of your team will affect the professionalism of your business? This action removes you as the sole face behind the brand and it will shows that you are more than just a name. It is up to you to decide how you will show off your staff. However, avoid using stock images as they are too generic.

Customer testimonials, on the other hand, show that you are a customer-centric business and this will be the force that drives your potential clients to convert. For the culture or about us page, highlight the values you uphold at your company or the unique things you celebrate.  They will show more about your company and what you do other than work.


In the past decade, the number of internet users has burgeoned, and with increased connectivity, the chances are that you have potential customers far off the shores of Singapore. This has led to an increase in the number of websites offering similar products or services to yours.

The internet users, on the other hand, are impatient, and will leave a site if it takes too long to load the content. This makes it crucial that you consider the loading speed when doing web design.

There are several ways that you can increase your page loading speed

  • Disable auto-play multimedia
  • Optimize your images
  • Use white space

One of the ways of ensuring that your pages load faster is by optimising the images. It is advisable that you use a.jpg file format for images since of high quality, and they use up less space. If you have video content, avoid setting them on auto-play as this will increase the loading time.

Besides this, most Singaporeans use smartphones to access the internet, which is another reason why you should disable auto-play. This is because they are wary of how they spend their data, and auto-play videos are a corny method of content marketing.

White space, on the other hand, increases the readability of your texts. This is the blank spaces on your pages, and they are crucial in helping the reader understand the content without having to reread the content. The clever use of whitespace will improve the page loading time as well as enhance the readability of the text.

Simplicity and Clarity

web design and customer experience

Millions of websites are losing out on converting visitors into clients because they are not communicating their messages effectively.  Achieving simplicity on your website is an art, and there are many ways of achieving it.

First off, you should minimise the multimedia you have on a page. You should use the least number of images to illustrate your message. Do not go beyond two images for a single page. Your visitors should also use the least number of clicks possible to navigate the site.

There are two popular styles you can use to simplify the navigation on your website

  • Drop-down menu
  • Breadcrumb

Drop-down menus are very popular, and when a visitor positions a cursor or clicks on a menu title, they will see its contents. They can then click the section that interests them. For breadcrumb navigation, when a user clicks to a new page, their previous page is automatically added to the navigation bar.

If they need to go back, they click to go back in an instant. These are the two most popular, but you can check this article for more types of navigation menus for modern websites. The point of keeping it simple stupid (K.I.S.S.) is to improve the clarity of your content.

Increase Conversions

Your approach to web design can impact conversions in a multitude of ways. Your business could not do without them, and this makes them a crucial part of web design.  You need to optimise your website to improve your conversion rates. While there are many ways you could use to improve conversion, we recommend the following impactful methods

  • The KISS principle
  • Colour
  • Faces

Modern web design trends dictate that simple designs are great designs. Various studies show that the attention span of many internet users has dropped significantly and coupled with impatience, visitors will leave a site that appears cluttered and disorganised. On that note, ensure that you keep everything neat to increase conversions.

web design and customer experience

Colour has a significant bearing on the rate of conversions since it has been shown that colour elicits an emotional response in your visitors. You can use different colours from the main colour scheme to highlight the selling points.

For example, you could use red, yellow, or green for the Call to Action button. However, it is vital that you do not use more than three colour tones on your web design as it can negatively impact your conversions.

As much as your online audience will not have any interaction with a majority of your staff, it is essential that you add a human feel to your online brand. You could post the picture of the team while they are at their workstations or out having a good time.

It is advisable not to use stock images and pass them off as your staff. With the three concepts discussed in this point, you are sure to increase conversions. 


Doing business on an online platform such as your website is not that much different from being in a brick and mortar store. The customer experience comes first, and your web design will play a huge role in how your customers perceive your brand and business.

Customers will always look for a brand that gives them value for their money and time. This is the reason why companies with quality products and look professional both online and offline win the most customers.

More so, there are millions of people conducting business on the internet every hour, and you could lose out on a chance of a lifetime if you have a poor looking website. You should also keep testing your website to optimise the design for success.

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Do you need web design services for a new website or to revamp your current website and improve customer experience on your website? Contact us for a non-obligatory quote of our web design and SEO services in Singapore.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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