MailChimp, a provider of newsletter services, just revamped their website in a way that saves space and bandwidth while giving its users a more pleasant environment. If you own a website, you’d better take note on how they improved their interface to give you a few pointers on what to work on in the future.
As important as it is to provide your site with fresh content every once in a while, it’s also important to update its layout. Giving your site a new look makes customers feel more confident in your business, if done correctly. When done too often, it might actually have an adverse effect because of a phenomenon known as visitor burnout. Making a change every few months or every month (in the case of smaller changes) can prevent this phenomenon.
Now, let’s have a look at some of the changes MailChimp has made:
- The “campaign builder” header has changed its layout to look slimmer, getting rid of any superfluous use of space. This helped them acquire more “screen real estate,” which is important for putting things above the fold where customers pay the most attention. They didn’t remove any buttons that were present in the previous space. They simply moved them onto a thinner bar that already had other buttons, turning it into a simple toolbar that makes its point without flashing casino lights.
- MailChimp changed its revenue chart for easier access for those who link Google Analytics to their email marketing accounts on the site. Easier access wastes less of the client’s time and makes MailChimp more pleasant for newer prospects. This is something to consider especially when you run or resell SaaS services.
What lessons did we learn?
- Thin out as much of the site’s layout while keeping everything logical and user-friendly. That part in italics is extremely important. There is such a thing as cutting too much from the screen. Make sure your site is still easy to use.
- If there’s something on high demand, or something you would like your customers to notice more, make sure they can access it easily. Otherwise, you can’t expect for them to just click through. Like electricity, customers choose the path of least resistance.
Customers will appreciate seeing a slim, minimalistic, and very user-friendly website. If you give them that, you will take home the gold. You might even win over customers even if the competition has more stock, stronger features, or a more solid reputation.