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Thursday, May 19, 2016

Why Website Templates Are Not Optimized (and What to Do About It)

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Why Website Templates Are Not Optimized (and What to Do About It)

Templates
Why do the work when it’s already been done for? That’s the question business owners and marketers are asking before they hit “Purchase” on a $30 website template.
Thousands, if not millions, of people turn to website templates to make the design process more efficient. But there’s something almost no one is talking about…
Website templates are not optimized for conversions. That’s your job. [Tweet It!]
Unfortunately, there isn’t much research around exactly how often templates are used. But we can get a good idea by looking at the popularity of some of the top template sites.
  • Themeforest alone has over 25,000 website templates.
  • The entire Envato Market has over 6.8M community members and over 10.1M design items for sale.
  • HubSpot has over 1,400 website and email templates.
  • TemplateMonster has over 50,000 website templates.
There is also an entire site dedicated to mocking the average bootstrap startup website template, Every Fucking Bootstrap Website Ever…
Every Bootstrap
Also, a semi-recent Moz article cited the fact that “templates and themes are awesome now” as one of the ten reasons custom web design is “dying”.
Before that, a Tuts+ article encouraged custom web designers to adopt a “if you can’t beat ’em, join ’em” mentality about templates and themes. Essentially, sell clients on the customization of a template or theme.
So, we don’t know what percent of sites, emails and landing pages are based on a template, but we know that it’s enough to start asking some key questions…
  • Are website templates a good idea from a conversion rate optimization standpoint?
    • If not, what should CRO professionals be doing instead?
    • If so, is there anything CRO professionals need to be aware of?

Does Originality Matter?

But first, we have to ask a more basic question: Doesn’t originality matter anymore?
It seems that with so many people using website templates, we’ll get a lot of sites looking exactly the same. Justin Rondeau of Digital Marketer doesn’t see it as an issue…
“JustinJustin Rondeau, Digital Marketer:
“Optimizers, for the most part, aren’t trained designers – for this reason I am VERY ok with them using site design templates for initial launches. In general, templates are meant to serve the purpose of making 1) site design and launch possible and 2) using a design schema that users expect.
The second point is crucial! We know that there are no TRUE best practices, but I hold that what is common to your user is generally best. So use templates as a starting point, then iterate to find out what works best for your business. Don’t just set and forget! Launch, get data, iterate, then improve.
I think some marketers/optimizers think there is something disingenuous about site templates. They think ‘Someone else might use the same theme or template as me!’ Honestly, who cares? You are so closer to your design, your content, really everything about your business than any customer or prospect.
Don’t sweat this stuff… use what works then tweak it to make it yours. I mean, seriously, nearly every blog uses that two-column layout where the content takes up 2/3 of the page and the right has promotions on the other 1/3.”
First, take a step back from the vacuum that is your brand and ask yourself: Does it really matter if some other site looks like mine?
Then, consider how powerful prototypes and the science of familiarity can be. Typically, if it’s common and expected, the visitor’s brain will appreciate it.
Josh Dunsterville, who leads design at KlientBoost, shares the same mentality…
“JoshJosh Dunsterville, KlientBoost:
“As humans we pay attention to patterns, in fact we seek them out. We expect when we visit a site to find the logo in the top left corner, followed by the navigation in the top right. When we come to a site that breaks these patterns it does one of two things. It either intrigues us, or frustrates us.”
Do you want to go around copying your competition or using a template you’ve seen 400 times this week? No. Is originality a reason to shoot down the idea of using a template? No.

They’re a Good Starting Point

There’s no denying that website templates are an excellent starting point. They’ve made it possible for average people to affordably throw up a site or landing page, to launch their businesses.
You’re familiar with the expression “done is better than perfect”, right? Templates thrive on that concept.
If you have the time and resources for perfect, indulge. But if you’re like most people, Skylar Richard, a UX designer at Qimple, suggests that website templates are a “good enough” alternative…
“SkylarSkylar Richard, Qimple:
“Generally speaking design templates serve as a ‘good enough’ option. In a perfect world we would all have the time (and money) to spend on research, design and development. Sadly, though, that is rarely the case.
My experiences with design templates are seldom outside of using them for landing pages. Running campaigns in high volume in order to get conversion rates requires quick turnaround, which templates are great for. Get the framework in place via template and then make your style changes to suit your brand and the campaign’s purpose.
Conversely, putting all your eggs into one template while the clock is ticking down might lead you into some trouble if you aren’t sure what to look for in a template.
If people have the resources to design and develop a template from scratch I do suggest they do that. But again, that’s a fairly ideal situation!”
Note Skylar’s cautionary words about relying on a template while the clock is ticking down. You have to know what to look for in a website template, you can’t simply select “Most Popular” from a dropdown list because you’re tight on time.
So, what should you be looking for in a website template? Josh suggests focusing on the fundamentals, looking for something simple and skeletal…
“JoshJosh Dunsterville, KlientBoost:
“Templates aren’t necessarily bad for UX, however they should just be used as a starting point. I like to compare templates to houses.  When building a house, it’s okay to start with a general template. You know you’re going to want a living room, a kitchen, a bathroom, etc.
But that’s just the starting point. From there you’ll want to customize things like paint color, fixtures, size of specific rooms, etc. Each house and its qualities will appeal to different people and families. A one bedroom house most likely isn’t going to work for a family of five, just like a template designed for a dental office most likely won’t work for a SASS company.
Overall, I would say start with a template that works for your industry and has a specific conversion focus. In other words start with something simple. Steer clear of the fancy animations, sliders, and parallax. From there transform the template into something that works specifically for your visitors.”
You should also be looking for a website template with…
  • Clarity: Does the template make it easy for you to clearly articulate your value proposition?
  • Distraction: Is there too much going on, is the design too busy?
  • Navigation: Are the icons (if applicable) clear? Is it straightforward enough?
  • Mobile Compatibility: How will it look on mobile?
  • Performance: Will any of the features or components of the template slow down your site?
  • UX: Are there any obvious UX mistakes?
  • Customization: Is it easy to customize the site later on?
Once you have that initial website template up, your job is certainly not done. As with any other site, the process of conversion research and testing should begin.

But That’s About It…

Aside from website templates being convenient and easy to set up, there aren’t any major benefits to using them. There are, however, some risks and drawbacks that you need to address if you plan to use a website template.

They Don’t Consider Conversion Optimization Principles

Website templates are designed by, well, designers. They’re not designed withconversion rate optimization principles in mind. Oli Gardner of Unbounce explains why this is a big problem…
Oli GardnerOli Gardner, Unbounce:
“Buyer beware when it comes to website and landing page templates.
Anyone who’s started a business and needed a website cheaply and quickly – perhaps to get an MVP site live to gather leads for a beta launch, or perhaps you need to rush out a last minute marketing campaign – has probably, at one time or another, purchased or used a template.
You probably bought a WordPress theme from Themeforest, or used a landing page template inside the Unbounce landing page builder.
Templates can be a wonderful way to accelerate delivery, working with the lean practice of done is better than perfect. But, and it’s a big but (not that kind), you need to be very careful when choosing, and implementing a template.
A big problem is that graphic and web designers have never been taught how to design for conversion. They have been taught grid systems, typography, colour theory, and so on. But they haven’t been taught how to focus a visitor’s attention on the goal of the page.
This is why I wrote the Attention-Driven Design ebook, to establish a set of 23 design principles that can be used to craft a competitive business advantage by ensuring proper attention is applied to your pages in order to create a focused and simplified experience, design specifically to encourage a conversion.”
I’m willing to bet the few designers who really understand how to design for conversions are not designing site templates for $30.
By choosing a website template that’s easy to customize, you can simply read Oli’s eBook (and other conversion-focused design / UX resources) and optimize the site yourself. If you have enough traffic to test, create hypotheses based on the principles and test them. If not, principles can help guide you heuristically.
But be aware that worked on one site will not necessarily work on another. As Sarah Doody, founder of The UX Notebook, explains, conversions are not transferable…
“SarahSarah Doody, The UX Notebook:
“One of the principles I always have in mind when designing is to ‘make it familiar’. A trend that has come up in design is the idea of templates. Although I see the value in using templates, I fear that designers are relying on templates as a crutch.
When designers use templates, many of them do not think about whether or not why that template is appropriate for their audience and their content.
Another concern I have with templates (or let’s face it, copying other designers) is that you have no idea how that template performed — what worked for one product may not work for yours. Design is about context, and when you use a template, you don’t know the context in which it was intended to be used.”
Before using a website template, ask yourself…
  • Does this fit the prototypes that exist within my industry?
  • Does this fit my industry – period?
  • Will my content flow correctly if I use this?
Custom website designs are based on your unique context. Website templates are designed based on common contexts. Don’t try to fit your square peg in a round hole.
As Josh explains, the fact that website templates are designed to fit many different contexts often results in a lack of focus…
“JoshJosh Dunsterville, KlientBoost:
“In my opinion the biggest mistake that I find in templates is that they try to focus on too much. A lot of the ones you’ll find on template marketplaces like themeforest will have examples for all sorts of types of content.
For example you’ll see pages that have team sections, feature sections, map sections, contact sections, videos, sliders, etc. None of these sections have inherently bad UX, however when you throw them all in one page, you’re drastically increasing the amount of things that a user has to focus on.”

They Want to Be “Trendy” and Pretty

Often, designers want to be trendy, they want to add the newest, “coolest” thing to their designs. The result? As Oli explains, they end up aiming for a pretty site vs. an effective site…
Oli GardnerOli Gardner, Unbounce:
“An even bigger problem, that plagues many theme designs is feature overstuffing, and design trend masturbation. It seems every theme these days includes a promo slider (carousel), parallax scrolling, ghost buttons, flat design, video backgrounds, and worst of all, scroll jacking.
Design trends emerge every year, and they are blindly implemented within these templates without considering the potential consequences of their inclusion. Many (such as the aforementioned carousel) have been shown in many A/B tests to hurt your conversion rates.
Ghost buttons might look cool, but they are of such low affordance (how clickable they look) that they can literally and figuratively scare your visitors’ mouse away from them. There are circumstances where they are appropriate – such as for a secondary navigation option, where the primary CTA is a more dominant visual entity – but there are many cases where they damage the simple visual perception of what is required to take the next step on a page.
Parallax is a beautiful design device when done correctly, but a horrible and dizzying experience when poorly implemented. Video backgrounds can slow page load speed and present a distraction that removes focus from your headlines, and scroll jacking, wow, what a terrible concept!
Scroll jacking is when the theme designer includes some jQuery code that takes control of the scrolling experience (breaking 20 years of established interaction design convention). It essentially attempts to smooth the entrance and exit parameters of a user executed scroll.
If you scroll up or down a page, after you release the mouse button, the scrolling continues for a subsequent second, essentially rendering itimpossible to end your scroll at the place you intended. The practice of scroll jacking should be killed with fire, along with the ‘designers’ who consider it a helpful or enjoyable experience.”
If you don’t want your visitors to be secretly hoping you get killed with fire, think twice before choosing a website template that appears “trendy”. What’s latest is rarely what’s greatest.
In case you’re unfamiliar with the terms above, here’s what parallax and ghost button mean…
  • Parallax: “Involves the background moving at a slower rate to the foreground, creating a 3D effect as you scroll down the page.”
  • Ghost Button: “Transparent and empty buttons that have a basic shape form, such as a rectangular or perhaps squared.”
Justin echoes Oli’s thoughts on ghost buttons, adding another common website template faux pas…
“JustinJustin Rondeau, Digital Marketer:
“Ghost buttons and large image sliders are probably some of the most common element mistakes I see on popular site templates.”
Maarja Käsk, a web designer at ConversionXL, adds that while website templates may look nice, they are typically far from realistic…
“JustinMaarja Käsk, ConversionXL:
“The general problem with templates is that the good ones look good because they have a lot of colorful, random stock photos and very little copy. Headings consist of 2-3 words, there are short paragraphs and lots of whitespace.
On real websites, there is usually much more information that needs to be communicated and having a lot of good, real photo material to choose from is rare.
If you use a template, you will have to make your content fit into a design, but what you should do instead is figure out how to communicate your messagewith design.
What I see used very often on templates are experimental and flashy hover effects, which are distracting and do not suit all audiences. Also search bars are often hidden behind icon and hamburger menus (without a describing ‘menu’ label).”

They Make It Easy to Be Lazy

Convenience can, occasionally, lead to laziness. People can and do use templates as if they’re “set it and forget it” solutions. Don’t be one of those people.
Here’s a suggestion from Justin on how to avoid falling into the lazy trap…
“JustinJustin Rondeau, Digital Marketer:
“I think another mistake is that the default settings are, at times, considered optimal. I’ve seen some interesting tests where an ecommerce shop tested the number of products shown on a product listing page because they just ran with the default since the site launched.
Default settings are suggestions and these are areas where you can immediately start improving your site template.”
Think of website templates as a minimum viable product. A lot of optimization has to follow for it to be successful.

How to Use Templates Responsibly

One of the reasons I reached out to Oli for this article is because Unbounce has a landing page template library that they proudly feature on their home page.
Though he has largely talked about where most website templates go wrong so far, he does believe they can be done right if the designer is conversion-focused and willing to put in the time…
Oli GardnerOli Gardner, Unbounce:
“On a positive note, it is possible to use these concepts in a responsible and delightful manner. At Unbounce we have a template library built into the landing page builder, and we take the design of these templates really seriously.
A few things to note: we use parallax in our templates, but it’s a wonderful implementation, smooth, fast and without the double direction shift that is often used. We have also added a video background feature. A word of caution with these would be to use them further down your page to create an interesting and dynamic experience, instead of using it at the top of the page, where it can distract from your value proposition.
To demonstrate the lengths we go to ensure a good conversion experience in our templates, take a look at the process we went through when creating one of our template sets. The process included ideation, content requirements, page feature development, paper prototyping, typography and palette choices, a Conversion-Centered Design checklist, and finally a rigorous QA process to ensure we considered all of the important parts of template design.
Template Checklist
Conversion is never a simple art, so it’s imperative that you take it seriously and choose wisely when picking a template.
If you have purchased a WordPress theme or similar, it’s often possible to go into the settings and turn off some of these features, and I highly recommend that you do so. The speed increases, and usability of your website or landing page will be vastly improved as a result.
Remember, it’s the clarity, and delight of the marketing experiences you are creating that matter to your visitors, and as a result, your conversion rates. Focus on those two things, and you can’t go wrong.”
Here are a couple of examples from the Unbounce template library that Oli discusses…

1. PREMIA FOR SAAS

Premia

2. COSER FOR ECOMMERCE

Coser

3. DENOLI FOR AGENCIES

Denoli
Remember folks, with great convenience comes great responsibility.
Maarja offers another solution for responsible website template use…
“JustinMaarja Käsk, ConversionXL:
“You have to start with something. I think that using a template in the beginning is an acceptable starting base, especially when there may be high opportunity cost of getting visible online. Then start iterating with usingResearchXL model.
Many clients that we have worked with have started with a template and have used our help after they have got their business up and running.
If you have more time and resources for design, start by creating copy first. Create a design based on that copy using best practices. Then start iterating using ResearchXL model.”

Conclusion

You can have the exact same website template as someone else and see significantly fewer conversions. Why? Because every site is different. Every site needs to conduct their own conversion research, come up with their own hypotheses and run their own tests.
Website templates may be a design shortcut, but they are never an optimization shortcut.
If you don’t have the design resources to make it custom, choose your website template wisely. Stay simple, focus on clarity and choose the template that best communicates your message.
And remember, your job has only just begun.
Ever asked yourself these questions?
  • Is there data out there on what tends to work better?
  • How do I come up with better A/B testing ideas that win more often?
  • How do I keep improving my skills - when I’m so busy?
    • Find answers in ConversionXL Institute

    Join the Conversation Add Your Comment

    1.  
      I’m so glad you dealt with this topic as I find that all too often designers use templates as a an excuse for not delivering what is needed to improve conversion. If they were a starting point that would be fine, but often they expect you to work within the confines of what the template offers.
      reply
      1. Shanelle Mullin 
        Thanks for reading, Neal. Glad you found it helpful.
        I see what you mean, yeah. The designer should fully understand the need (based on your conversion research), find the template that provides the best foundation and then be willing to make the necessary changes. That is, of course, if a custom design is out of the question.
    2.  
      The truth is that no “serious” website uses a pre-built template, even when it comes to user-friendly systems like WordPress. As chatter grows this year about the typical web page continuing to grow fatter and more bloated, there should be less focus on shopping for templates and more on how to build out custom themes based on WordPress concepts. The idea of “header-less” themes for example is growing, or integrating various CSS pre-processors or javascript frameworks. I am organizing a free starter theme with integrated SEO, to render bloated and unstable plugins such as Yoast SEO unnecessary: https://www.littlebizzy.com/themes/starter
      reply
      1. Shanelle Mullin 
        Thanks for sharing this, Jesse! Appreciated.
    3.  
      This is great in a perfect world where we are all working for clients that say “here is an unlimited budget and timeframe – build me something spectacular”.
      The reality is with most freelancers working for smaller clients the breif is “here is $1000. Can you have something to me by next week?”
      As much as I agree with the article, a template is a foot in the door. A template gets you beyond the price only comparison and allows you to start educating the client.
      We all want to be conversion experts rather than web designers, but sometimes you need real conversations and real data before clients see the value in the services you are providing.
      reply
      1. Shanelle Mullin 
        Thanks for reading and commenting, Lucas.
        I absolutely agree that a template is a foot in the door. As you said, they’re a good starting point when you’re low on resources. I don’t personally think they should be disregarded as a whole.
        I just don’t think they’re a replacement for conversion rate optimization, which I believe they are occasionally mistaken for.
    4.  
      For WordPress sites, I find Page Builders such as Beaver Builder or Thrive Landing Pages give you pretty decent templates to get started but also make it easier to quickly customize these templates via a drag-n-drop interface with very little coding needed.
      These tools are fairly inexpensive and help where budgets are limited.
      reply



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    Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
    Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

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    Gamebook - Wikipedia, the free encyclopedia

    A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
    Lihat di en.wikipedia.org
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    customers.

    So that the number of our readers will continue to 

    multiply over time. With the increasing number of loyal 

    readership then automatically the amount of income we 

    will also grow larger every year. The same thing 

    happened in yahoo, google, facebook, twitter, linkedin, 

    and others when they still startup.

    Deuteronomy {28:13} And the LORD shall make thee the 

    head, and not the tail; and thou shalt be above only, and 

    thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

    Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
    Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
    I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
    Income from my startup :
    1. Ads. With millions of unique visitors, the price of the ads will be expensive.
    2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
    3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
    If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
    4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
    5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
    6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
    7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
      Each income (1-7) worth millions to tens of millions of US dollars. 
      Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
    So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
    But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
    By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
    This is the marketing strategy of my startup.
    When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
    If you are a visionary then you will think like this.
    With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
    The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
    Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

    resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

    If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

    With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

    The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

    So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

    New entertainment industry, where I was a forerunner startup will continue to evolve. 
    Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

    So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
    WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
    IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
    BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

    IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

    My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

    If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

    So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
    If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

    So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

    So don't worry, be happy.

    My advice to you is you should think whether the data that I have provided to you makes sense or not .
    If my data reasonable then immediately invest your funds as soon as possible.

    Then we discuss how we plan further cooperation.
    Thank you.
    Lord Jesus bless you.
    Amen
    P.S. The offer letter I gave also to the hedge funds and 

    venture capital and other major companies 

    in the entire 

    world. So who is fast then he will get it.


    P.P.S. In addition, there is one more thing I 

    want to tell you. If a story can generate tens 

    of millions of US dollars, then what if made 


    many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually.

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