If you take a look at old static websites, you will see websites full of banners and animated images, each of which somehow wants to force something into the audience’s brain. These websites subconsciously remind you of the crowded and noisy markets where every salesperson intends to lure you to their booth and sell their goods to you at any cost. In those old markets, perhaps someone who had a better voice or a louder voice than others was more successful.

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But when you look at newer markets and more modern stores, you will see that the hustle and bustle has been abolished, and in the window of a luxury shoe store, you will see a handful of shoes, each of which attracts and shows itself in the middle of a stylish and coupe decor. 

Modern shopkeepers have come to the conclusion that the time of traditional advertising is over and that what attracts customers in today’s highly competitive market is the principles of market psychology and influencing the mind of the audience to turn them into active customers.

The world of the web is not only an exception to this rule but also the ease of access to competitors in online markets has further increased the need to pay attention to the latest marketing principles. to increase conversion rates and prevent increases in bounce rates. These are done with the aim of increasing the conversion rate and reducing the bounce rate.

One of the most important of these principles is the rule of simplicity and elimination of items that cause user deviation. 

According to Don Miller, “if you confuse, you lose”.

The reason for this is the way the human brain works.  “Our brains are designed to perform any task with the least amount of effort exerted as possible. The harder we have to think about something, the longer we have to look at that to understand it, the more calories our brain is using and the more overwhelmed it can get.”

So, the question is, despite these issues, why do we still see websites that are full of useless information and confusing texts? Why still on most websites, there are too many pages, too many options, too many competing messages, and none of those messages are relevant to the customer?

Wes McDowell answers these questions this way: “Most businesses don’t really know intuitively what needs to go out of their website. So what they really left with is looking at other websites in their niche or other websites in other industries to see what everybody else including on their website and if they’re doing it, it’s probably important that we have it too or they make the mistake of thinking that, professional websites have lots of information. So they start adding pages and sections that they really don’t need because they think it makes them look like more of a big deal. And they think the customers are actually going to take the time to sift through all of that information and the idea of having a simpler, more pared-down website, just make them feel like something’s missing and that something is clarity.”

And Antoine Dupont describes the importance of having a Clutter-free homepage on his YouTube channel:

“a cluttered website will confuse people. The homepage of the website above the fold which is what they see when they’ve just lined on it, should have a simple navigation, one picture one headline, and one call-to-action. that’s it. anything else is a distraction from what they should be doing on your website which is finding out about your product and services and getting in touch with you.

Complicated navigation, a whole bunch of icons, multiple images and slider and too much text is guaranteed to confuse. A simple navigation at the top, a simple image with a benefits headline, and a clear call to action are all you need. Get rid of the rest. Think of it that way “less is more”.”