Americans are an impatient bunch and nowhere more so than on the Internet. OnlineGraduatePrograms found 1 in 4 people will abandon a website if it takes more than 4 seconds to load, and 50% of mobile users will abandon a page if it doesn’t load in 10 seconds. People want to find what they want quickly and easily and if your site can’t deliver, hey, your competitor’s probably can.
Bottom line: Your website needs to be incredibly user-friendly. This means it loads quickly, has information where it’s easy-to-find, and lets people do what they came there to do. I know, I know. But this widget is so cool! And I love the way this button swoops in! And… NO. People come to your site to find information, buy products, and sign up for your services – let them do it! With a little upfront planning your site can be easy to use.
So, here are a few tips (and things we always build in) to make your site as easy-to-use as possible:
-On the web, most people scan for words they recognize rather than actually read. With this in mind call things what they are. By using words people are used to seeing (like shop, schedule, contact, services) you cut down on navigation confusion and get them where they need to go more quickly.
-Along the same vein, use social media icons that people recognize. You want them to follow you on Twitter, not have to guess which network you’re referring to.
-This is slightly controversial, but I don’t think you should ever use music on your site. Where are most people probably (realistically) checking your site? At work. And what happens when they log onto your site and it starts playing fancy music? Their boss finds out. Skip the music and let your site’s design speak for your brand.
-Know why people are coming to your site. Is it to book your services? Find your hours of operation or directions to your shop? Read reviews? Shop for products? Check out your calendar? By knowing why people are coming, you can make sure your answers are front and center (and easy to find from anywhere on your site).
-Always be asking how can you save your visitors time and make their experience easier? For example, if you’re in a service industry, can your clients book online? Not only will it save you both a phone call, but they can book when it fits their schedule rather than your hours of operation. If you offer planned trips, can you post your calendar online so customers don’t need to call to find out if you’re booked up?
-Buff up your FAQ. Again this cuts down on everyone’s time and saves you the hassle of fielding common questions.
-Make sure your site runs well on phones and tablets. As I mentioned earlier 45% of all Americans own smartphones and the number is only growing. It’s now imperative for small businesses to have a site that navigates as easily on the go as at the desktop.
-Ask for opinions. One of the best things you can do is to sit someone down and simply watch them maneuver through your site. I can almost guarantee they won’t be able to find links you’re positive are glaringly obvious.
Now does all of this mean your site shouldn’t have personality? Heck no! Once the basics (and your customers) are taken care of, that’s when the fun starts and we start getting creative with design…
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