How Many “Bells and Whistles” Does Your Website Really Need

Do you know what’s effective on your website and what’s overkill? Do you know what features and functions your audience responds to and what turns them off? Many websites go overboard. They utilize every bell and whistle available. The goal, presumably, is to provide a great user experience. Unfortunately, they end up accomplishing the opposite. So…

How Many Bells and Whistles Does Your Website Really Need?

This may sound incredibly dull. Every single feature on your website needs to have a proven function and purpose. Sometimes that’s not so easy to identify. Generally, if it doesn’t help you achieve your goal then it’s best to get rid of it. Here’s why:

• Most bells and whistles distract from your overall goal and purpose. For example, if you want a visitor to make a purchase then a flash graphic is generally nothing more than a distraction.
• Most bells and whistles slow your website down. A fancy graphic or internal program slows down the upload time. If it takes too long for your site to upload then you’re going to lose potential visitors. That’s certainly not good. If your website doesn’t upload in a matter of seconds, ten or less, it’s time to shrink files and eliminate heavy graphics.
• Most bells and whistles don’t offer tangible value. Think about it for a moment; what value does a fancy website graphic add to your customer’s experience? What value or benefit do they gain? If the answer is nothing, then get rid of it.

An add-on feature or function is good when it adds value to your visitor’s experience. For example, a social networking feed can be superfluous on some websites. However, if it helps build your following and create a community it can be a good feature. Some bells and whistles make sense.

Decision Time

So how do you decide if a website feature is relevant? How do you know if you should keep it or eliminate it? Ask yourself the following questions:

• Does it enhance your visitor’s experience?
• Does it help you achieve a business goal?
• Does it slow down your website upload time?
• Does it distract?

If you’re unsure, consider testing and tracking the data. Install the feature and then review the data. Take a look at how long people remain on your landing page. If they spend less time on your page, then the new feature may be the reason.

If possible, test the feature itself. Are people interacting with it? What do they do once they’ve interacted with it? If people are staying on your website longer with the new feature, what action are they taking? Are they buying more? Are they signing up for your opt-in list? Are they reading more content?

Some bells and whistles offer value. They support business growth. Know your audience, your goals and the purpose of each add-on feature. Pay attention to the data.