By Sue Brady
If you haven’t evaluated your website recently, it might be time. Put on your customer hat as you take the journey through your site. Do you intuitively know where to click? Can you easily find what you’re after? Does the content make sense to you? If you’re using your mobile device, does it render properly, quickly and show you appropriate content?
The most important thing to remember is, make it easy. The harder you make it , the more likely your customers will leave. KISSmetrics gives the following reasons (among others) for why people leave websites: Poor navigation, too many ads, bad content structure, automatic video and audio content, registration required, poor legibility.
Here are 8 tried and true things to consider:
1. Do your navigation buttons match with the things users do most often when they come to your site? Look at your analytics to determine if you are calling out the right things. If you have a tab for Case Studies for instance, check to see if anyone is reading them. If not, perhaps something else should have the prominence, and your case studies should be moved.
2. Is it clear to the customer what they should do when they get to your site? There’s a difference between a landing page and a website. If a user has clicked your ad, they should end up on a landing page that makes sense based on the ad copy they just read. There should be a clear call to action so that the customer knows what you expect them to do.
It’s the same idea on your website. You’ve generated the visitor, now make sure they know what to do by visually giving them clues that lead them to: ‘Click here for product information,’ ‘look at this burst for our latest offer,’ ‘focus on our carousel for the latest and greatest products/information/offers.’ Quick note on carousels: I have read consumer studies showing that users don’t like them. Carousels move too quickly to read the offer and are too hard to get to the right screen if something was of interest. If you have one on your site, be thoughtful about how you use it.
3. Is it easy for users coming to your site to quickly figure out where to click if they want:
- More information
- To purchase your product
- To contact you
4. Do your web pages load quickly? The Nielson Norman Group did a study that revealed that users stay less than a minute. Granted, their sample was mostly related to blogs and news stories, but it still should give you pause. More interesting, according to KISSmetrics, almost half of all website visitors expect pages to load in a couple of seconds or less, and 40% will leave if loading takes longer than 3 seconds. 3 SECONDS! Tweet that! That means you need your pages to load quickly, and immediately engage the reader.
5. Are you taking mobile into account? Everyone’s been talking about Google’s mobile search algorithm change scheduled for this Tuesday, April 21st, 2015. It seems as if that change will only impact the top 10 mobile organic search results. If you don’t have a mobile site, your results are not likely to organically show up when someone does a mobile search. But more importantly, if you do have a mobile site and it loads too slowly, the user will bail before you have a chance to engage. And if you don’t have a mobile site, your mobile user will bounce as soon as that becomes clear.
6. Is your site easy to read? This one is so obvious, but I continually see web pages that use reversed-out white type in their body copy. REVERSED OUT WHITE TYPE IS HARD TO READ! This is one of those changes that you should make to your site now…without testing! It’s been tested for you…lots of times. It’s fine to use it in titles, headlines and subheads, but a paragraph or more is too difficult to read.
7. Have you considered basic SEO practices in your site design? I’m referring to easy things like using your keywords in your content, especially on your home page, adding meta titles and page descriptions to your pages, including a site map at the footer of every page. You can read more about basic Google tips here.
8. Have you made it easy for your customers to buy from you? Make sure it’s easy to add products to the shopping cart. And then make it easy for them to check-out. Don’t force a registration or ask for information that you won’t use or don’t need to make the sale.
If you are looking to tweak your website, check out this article. It details a methodology that uses continual tesing and improvements to maximize the effectiveness of your website.
Remember to think like your customer. It will make your website a better place.