We’ve all been to websites where trying to make a simple purchase can end in frustration with an impossible-to-navigate website, or, worse for the organisation, to us turning to a competitor. Good web design translates to successful conversions, and all of that is dependent on the user experience.
A great new infographic has found that we’ll give a website a minute to display what we’re looking for before we give up. Some types of sites are better than others in delivering what we’re after – especially hotel booking sites.
The two biggest complaints about web sites, according to the research, include that there is ‘too much going on’ and also ‘not enough information’, which we can take to mean that many sites drone on and on… but don’t really say much.
Users also complain – across all age groups and online skills – that text is too small and that navigation is difficult on the sites they give up on. Thirty-five per cent of users fail to complete simple tasks on the average website.
Let’s improve those stats, shall we? Here’s a plan.
1. Design from the user’s perspective, not your own
We know your company is the greatest thing since Google and you can’t wait to tell everyone all about where it began, who works there and the details of your offering. But the truth is that a user just wants to get to the point, and their interests should override yours. Usability is key. Show them what they’re looking for, and don’t make them search for it. That doesn’t mean sacrificing look and feel for too much simplicity, it just means focusing the layout and design on the search.
2. Create a navigation path
If the information on your website is simple and structured, you can guide visitors on the path you’d like them to take. Use tabs and sub-pages for different categories, and make it logical.
3. Content is king
Content is the most important element of your site, really – and it needs to fit the logical and structured navigation. You’ll want to include keywords, page titles, meta tags, and headings for search engine optimisation. As we’ve previously discussed in our Writing for (readable) web article, there are some hallmarks we use when writing web copy for our clients:
· short, effective sentences (say the same information with less)
· sub-headings and headings containing keywords
· everyday words the average reader can easily understand (plain English)
· informal voice
· common language conventions
· direct language
· active tense
· consistent, logical structuring of information.
4. Speed it up and make it simple
Let’s face it, we’re a busy bunch, and a reminder of the old days of dial-up – waiting for your site to load – is going to test the patience of even the most loyal visitor. In fact, many visitors will start to abandon a website after just a few seconds of loading time. Most of that time is the result of design decisions, so simplify some of the fancy effects.
We love web design and working with you on the best and most creative way to present your business. Starting with a structure that appeals to your audience, then adding in some clever design and copy, ensures that your site will be a success. Talk to us about it today.