23 Jun Keep it Simple: A Roadmap to a Successful User Experience
About to launch a new website and you wonder if the user interface you have designed is efficient and would convert on your goals? Take a deep breath, keep calm and… follow the golden rule of any successful web platform: KEEP IT SIMPLE!
Do not forget the initial purpose of your website and who it was designed for. Whatever your designer, webmaster, marketer or CEO tells you, real decision-makers are website final users. If they like it and the related value proposition, users would stay longer and come back. They even might become advocates of your brand or company. But if they do not, forget about all the compliments returned by your boss, colleagues, friends or family. As long as you want your business being sustainable and your key performance indicators meeting your objectives, the only voice you should take into account is the one of the final user.
On the Internet more than anywhere else, time flies and your competitor is only one-click away. So make everything in order to delight and retain your visitors. Make their path easier and your conversion rates will increase. Here are a few golden rules you could easily focus on while designing and developing your website:
1. Be a good story-teller
Welcome to the post-materialistic era! Customers do not buy products or services anymore, they buy experiences. Position your brand as a full lifestyle attribute. Align your values with the ones of your audience and dare being disruptive compared to traditional models. Customers value freshness and innovation. Immerse them into a whole universe and engage them with high-end content.
2. Never be misleading
First of all, especially if you launch a new website, remind the user about your mission: what will he find on your website? Why is it different from another website? What is the benefit? Do not promise the earth, stick to core benefits. Once visitors know what they will find on your website, always remind them where they are by using obvious landmarks: top and/or left menu, page title, page short description…
2. Consistency (Never be misleading Part 2)
Remain consistent for both information architecture and wording you use. On-site first. And throughout time. What is worse than going to a supermarket and looking for your favorite product without finding it because the store manager has changed the full organization of the department? It is the same feeling while navigating through a website, except that you are not ‘stuck in-store’ and your competitors are only one-click away. Your audience can easily switch to another website, so help it find its marks and what they look for.
3. Clear call-to-actions
Rank your goals. Translate them into Key Performance Indicators. Create clear Call-To-Actions for each KPI. Ensure CTA are visible, their size is big enough and their text is clear. Buttons and links should not be too small, they should appear above the fold, texts should be clear enough and simple (shop now, add to cart, buy now, more…).
4. Minimize number of clicks
The less clicks, the better. Each new click would make part of your traffic drop-out. As a consequence, do not use too many CTA on a same page: if visitors have too many options, they may never end to the check out process, contact form or any other goal. Instead, minimize options, so your visitors would be guided step by step to the final CTA.
5. Pay attention to details
Although the conversion funnel should be clear and short, it does not mean that once you have designed a user-friendly interface you are done. Details matter… a lot! Is your message tone harmonized between the different pages of the website? Do your texts and wordings of landing pages match with wordings of your emailing and social media campaigns? Do all the landing page of your website meet users expectations? Will they find what was expected to be found as per each previous step that led them to the next one and as per customer promise? Many websites loose traffic because of a bad perceived value caused by a misleading web component in the user experience.
6. Mobile first
Because your audience is both on desktop and mobile today, pay attention to mobile user experience too. Going for responsive design is a good start but not enough. You should think and design mobile first. Because of a smaller screen size, designing mobile experience first would force you focus on core features and core messaging and make the conversion funnel smoother. Then, while designing desktop version, you could enhance the message and user interface with additional content and features.
7. Track performance and monitor your results
Web allows you to track performance of all the elements of your website. You could even set goals customized to your own KPI in google analytics. The only way to understand your audience behavior and to know if your marketing and communication efforts and actions really work is to monitor your analytics on a weekly or monthly basis. Key learnings will help you adapt your next actions in order to meet users expectations and increase your conversion rates.
As a conclusion, whichever your goals are while you design a website – brand awareness,product highlight, sales uplift – keep it simple, remain user-centric and data-driven and, sooner or later, your business will take off.
Any question? Feel free to contact us.