The only rule to follow when creating a website

A common theme when developing a business, be it digital or physical, is the creation of a strong digital strategy, with a solid website of its own, capable of retaining the attention of customers and boosting the company’s growth.

This step tends to be the moment in the strategy that raises the most questions. What platform are we going to use? What is the most suitable layout? How should the User Experience be? Should we use more images or be more descriptive? What is the best domain?

A great starting point to avoid making the wrong choices when it comes to designing a website is to follow the User Experience (UX) principle called Jakob’s Law.

“Users spend most of their time on other sites. This means that users prefer the site to function in the same way as all the other sites they
they already know. Design to standards users are used to.”
– Jakob Nielsen, Computer Scientist

In a nutshell, Jakob’s Law says that a website should be built around user experience and that the best way to do that is by replicating other websites.


It doesn’t matter to be first in User Experience

Over time, technology has evolved at an increasingly accelerated pace, making it increasingly difficult to respond to market studies. This means that many of the presented results are no more than estimates with wider margins of error. As a result, companies have adopted a tougher, faster approach to solving problems and delivering results.

However, when it comes to creating a website, logic is no longer so linear. A company can even launch a new product that it wants to market on its website, however the website itself will not undergo significant changes in its structure.

Take the example of E-Commerce models, where about 95% of websites follow the Amazon layout:

  • Image gallery, article name and price on the left
  • Settings and “Add to Cart” on the right
  • Chat button in the lower right corner
  • Cart in the upper right corner
  • Search bar on top
  • Product description and similar below

This is the structure that users expect when they browse the Internet looking to buy items from online stores. In this way, your company must replicate this structure on its website if you want to start selling online.

There’s no point in trying to be the first or the next “great innovator”, because that will only slow down the website creation process and very likely jeopardize your online sales success.

Skip the Brainstorm step and look for what your competitors are doing within your niche and try to do similar – without ever incurring plagiarism. This way you can more quickly understand what works and what can be improved, in order to achieve the desired goals more quickly.

There’s no shame in being number two when it comes to website launch.e toca ao lançamento do site. Although it is not original in the sense of being new, it will certainly offer a better sailing experience.
improved and at the same time is familiar.


Don’t try to reinvent the wheel

If you choose to follow this method, remember that the base structure works. There is no need to reinvent the wheel. The sole focus is to identify areas for improvement and develop the site accordingly.

Let’s imagine that Apple decides to develop a new keyboard, but the keyboard layout is in alphabetical order. Would it be a convenient product for users? The answer is obvious: no one would get used to it and it would most certainly have a negative impact on the company’s accounts.

It is at this point that being predictable is important and pays off for the company. Basic changes that improve the browsing experience are always welcome by the user. However, breaking completely with the operating norm is more than enough to cause discomfort and disinterest on the part of users.

Users like to be able to anticipate what their browsing experience will be like because they always base new approaches on past experiences that they consider similar. Don’t forget that users spend more time on other sites and therefore expect your company’s site to work in the same way.

What matters is simplifying and improving the browsing process, always resorting to creation traits similar to the sites that its users may have already visited.


main conclusions

  • Users value browsing experiences that are familiar to them
  • Users have expectations based on past browsing experiences
  • Navigation must involve the least possible effort for users to
    focus on your goal
  • Knowing customers and competitors helps in website development
  • Insight into customer experience motivations and breakpoints is crucial
  • Expand the efficiency of an existing solution within the business context

People tend to develop a taste for things that are familiar to them. Users will approach your site with expectations formed from site navigation

If you lack creativity during the website development process, just analyze what your competitors are doing within your niche market. Take notes and develop
something new that the audience already expects, but will definitely like.

Avoiding polarity with respect to uniqueness or individuality is essential. Don’t blindly copy other sites or develop something totally unique. Find the perfect balance,
understand your customers’ motivations and design the site you know they will enjoy and revisit in the future.

Need help with your User Experience or thinking about creating a new website? Get in touch.

Daniel Silva
Daniel Silva

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