Websites that are intended for sales or consultation, such as online stores or service platforms, have the primary goal of guiding the user through a well-defined conversion funnel. This funnel is designed to maximize the likelihood of conversion, taking the visitor from product discovery to purchase completion. For these websites, performance is key:
Fast loading
A website that loads quickly reduces bounce rates and improves the user experience.
Intuitive navigation
The design should make navigation easy, allowing users to easily find what they are looking for.
Clear calls to action
Buttons and action links should be visible and attractive, encouraging interaction.
On the other hand, websites with a high visual impact, such as design portfolios or institutional websites, may adopt a different approach. In these cases, aesthetics and visual presentation are often valued more than performance efficiency:
Creative Design
Innovative visual elements can capture the visitor's attention and create a memorable impression.
Rich Visual Content
High-quality images and videos can be used to tell a story or convey a message effectively.
Emotional Experience
The focus may be on creating an emotional connection with the visitor, rather than simply guiding them towards an immediate conversion.
When analyzing performance and aesthetics, the question arises: is there one type of design that is better than the other? The answer is complex and depends on the website's objectives.
Institutional Websites
These are generally websites that need to be more efficient in terms of performance. The goal is to inform and facilitate contact, where clarity and speed are essential. A lack of performance can result in the loss of visitors and a decrease in the institution's credibility.
Promotional Websites
For a portfolio, where visual appeal is paramount, performance can be sacrificed for the sake of aesthetics. However, this does not mean that performance should be ignored altogether. A slow-loading website can turn potential customers away, even if the design is impressive.
Ultimately, the choice between a performance-focused design or a visually impactful design should be guided by the website’s goals. A website’s effectiveness is not measured solely by its ability to convert, but also by the experience it provides to visitors.
While some websites require a pragmatic, results-oriented approach, others may be more creative and visually impactful. The solution lies in finding a balance that respects the specific needs of the user and the goals of the project.
The ultimate answer is not monochromatic. We just have to understand, as Paulo Coelho says, that “Life is a succession of emotions, and the most important thing is to live each one of them intensely”. Compromising a website’s performance a little for a rich emotional experience is anything but bleak.