When it comes to web design, user experience tops the list of priorities as it actively influences conversion rates – and a website that can’t give your online users access to your products and services is severely limiting your access to the modern consumer market. Despite this prevailing knowledge, there are still websites out there that contain serious user experience faults, including:
- Inappropriate use of registration requests: Registration requests are a vital online feature – they allow companies to protect data and to build profiles on their customers. However, they can be severely overused. If you are requesting that a user register before they’ve even seen anything about your products and services, they are going to leave your site, as they have no real incentive to give you their information. If you are selling products online, rather let users browse all the information you have. Only when they have selected products to buy is it the right time to ask for a registration – after all, it allows them to keep their purchase information secure and makes future purchases quick and easy.
- Large walls of text: When it comes to your website, keep it simple – but give users the option of reading more on the subject. A couple of lines with a call to action about a service is easier to scan and absorb than an entire page of text!
- New pages in new browser windows: This is a form of screen pollution that clutters up the user’s device screen, making your site difficult to navigate and frustrating to tidy up. Rather, open links in a new tab – that way, users can continue browsing on their current tab while extra information loads and it’s easy close them once they are done.
- Confusing navigation: Navigating your website needs to be as intuitive and simple as possible, so planning your sitemap is essential. Many companies choose to categorise their products in ways that are standard to the industry (whether by grouping or with technical language) but are unfamiliar to average consumers. Another mistake is to rely solely on your sitemap and not add a simple Search button at the top of each page.
- The technical specs are left to speak for themselves: As a specialist in your industry, you know exactly what these specs mean – but that doesn’t mean your consumer does. In fact, most consumers have little to no interest in the technical aspects of anything they purchase – what they want to know is how the product benefits them. Rather design your product pages to speak to that side of the consumer and include links to more detailed information for anyone that is interested.
As you can see, your company website isn’t so much the face of your business as a marketing tool to appeal to your consumer’s needs – and when your web design reflects this, your conversion rates will too! Speak to the experienced web design team at WSI for more great insights and expertise.