Designing a web page for a younger audience
Designing a web page for a younger audience poses several challenges when compared to other demographics. As a generation which highly regards the importance of online presence, effective web design should be a priority. In order for your business to be successful, it is essential you not only inform your audience but you present your brand in a way that is bold, engaging and interesting.
As a demographic heavily reliant on technology, it is essential for your company to offer responsive design to a younger clientele. According to GlobalWebIndex, 52% of Gen Z rely on a smartphone as their most used internet device. In order to appeal to this age group, it is imperative that your website is compatible with these devices.
In the same vein, Millennials demand efficiency when it comes to online browsing. There are several ways to improve this within your web design and increase your conversion rate. Easier navigation will reduce bounce rate as users remain engaged and are able to find what they are looking for quicker. A younger audience expects convenience when navigating web pages and consciously incorporating this within your web design will dramatically reduce bounce rate. Considering your call to action (whether it be encouraging a purchase, subscription or filling out a contact form) when designing your home or landing page will provide a higher rate of success. For example, Newcastle UXL has chosen to include a link to their contact form within their hero, making it easier for their target audience of 16-18 year-olds to get in touch. Additionally, it is vital your website has a quick load time otherwise you can expect a high bounce rate.
Imagery as Messaging:
Saturating a web page in paragraphs of monotonous information is definitely not the best method to engage an audience constantly on the go. Instead, relying on imagery to provide directional cues and context will deliver better results and your audience will appreciate the simplicity in your messaging. Paired with a more personable form of copy, users will feel like they are connecting with your brand.
As you’re appealing to an audience which is generally tapped into digital trends, it is worth using a refreshed and up-to-date layout when designing your website. Research latest trends in order for your brand to seem contemporary and relatable. Outdated and traditional web pages will not stand out to a younger audience who often feel an online presence is reflective of the quality of business. Instead, use bold colours and a clean layout which captivate your audience.
An important way to connect with a younger generation is to offer multiple ways of communication. Contact forms, in particular, offer a convenient way for users to connect with your brand. This is an ideal alternative to sometimes lengthy phone calls which your audience does not have the time or the patience for. As Generation Z has a strong presence across all social media platforms, including links to your social media is another way to interact with your audience.
Designing a web page for a younger target audience provides an exciting opportunity to become more experimental and utilise captivating layouts and graphics for those who are more digitally confident. However, remember to make a conscious effort to present your brand as convenient. This will go a long way to engaging with Generation Z and will no doubt improve your conversion rates.