Consumers Demand A Good User Experience: How To Design Your Website
According to a survey conducted by eConsultancy, 88% of consumers are unlikely to return to a website if they had a bad user-experience (UX).
So what constitutes a good and bad UX?
Broadband and 4G has spoiled us. Now we are used to fast upload times, consumers simply do not have the patience to wait for pages that lag. And the wait time is only four seconds before they leave.
Consumers are not prepared to wait, which means your webpages should carry too much weight.
If you load a page with too many videos and mages, the data takes longer for search engines to process this slows down the time it takes to load. Therefore keep media to a minimum and compress image files.
If your homepage and product pages are too busy it can be confusing for visitors. What you must remember is a good majority of first-time visitors will be using a mobile handset – which means they are probably taking in your site through a 5-inch screen.
If there is too much text to read, this is off-putting. If there are too many images, there is too much choice. Keep your design clean and clearly categorise products.
Avoid intrusive ads
Banner ads and pop-ups are a big NO for consumers. Yet so many online advertisers are still doing it. Why – because 50% of people click on these things accidently.
The other 50% do not however, and the accident prone clickers are getting smarter. The increase of Ad-blocker tools tells you internet browsers are not impressed with display advertising.
Make important information easy to find
Time is precious and with so much content to sieve through, consumers do not have much patience. If they cannot find what they are looking for on your site, they will move on, most likely to a competitor.
Snippets of basic information such as contact details, address and opening hours are like gold nuggets to consumers so display them prominently or make them readily findable.
There were a few eye-brows raised when virtual assistants popped up on screens, but these little darlings are worth their weight in gold.
For online retailers and companies offering specialist services, VA’s are particularly beneficial as they allow you to offer advice and assistance in real-time. And your help can prove to be the difference between a hit and a miss.
User-experience is one of the most important assets of your website so it is worth investing time and money making sure you get it right.
Author: Jonathan Gillespie