We’ve all heard how important it is to cater for the user when it comes to web design.
But each and every user is unique and different. It’s impossible to make everybody happy, so most of the time you have to design with the majority in mind.
But one area that everybody seems to be agreed on is that people’s attention spans are getting shorter, especially with online content so abundant, easy to find, and digest.
That’s one of the main reasons that The Times’ paywall is so often derided. No matter how good the content may be people are willing to find similar stories for free online elsewhere.
Keeping people interested isn’t just a content issue, though. It’s also a usability issue that millions across the globe are struggling to come to terms with.
Low interest rates
I came across a really interesting app concept recently.
Mobile marketing platform Tapstream is releasing technology that it says will help combat app abandonment after statistics showed that users abandon most apps after one or two uses.
That’s pretty alarming. Imagine spending tens of thousands on an app for your company only to learn that no-one can be bothered using it.
The gravitas of that is even more serious if you’re a retail company with something brilliant and creative to offer. People can click on your app to find new things at lower prices than your competitors but they’re just not engaging with it.
Tapstream believe they know why and it all revolves around user interest. Instead of apps giving generic blanket experiences Tapstream’s tech will observe how people use websites, store that info in the cloud, and relay that info to the app so users can instantly pick up and play.
In short, people will be able to pick up where they left off from what they were doing on a website when they open that company’s app.
What methods do you use to keep people on your website? How does that fit in with your overall strategy? Let me know in the comments section below.
“For example, on the recipe site Yummly, visitors on the site who choose to download the app can pick up right where they left off, right at the recipe they were engaged in,” explains Tapstream CEO Slaven Radic.
It sounds like such a simple thing that’s incredibly beneficial to users, but it’s a philosophy that so many are ignoring when considering their own users’ journey.
The online consumer experience must be as rewarding and efficient as possible to people to help convince them to become loyal users and spread the word.
It’s something I’ve touched on before. Do people have to fill out forms on your website, and if so, is your site suffering because they’re too long and complicated?
Are product images and descriptions clean and clear?
Is delivery and contact information easily accessible?
Are payment options as simplistic as possible?
For online brands the challenge to keep the flow of users as streamlined as possible is a very real and tough one. But once perfected the rewards can be staggering.
Google Analytics has a fantastic feature which helps you visualise the journey traffic makes through your website.
The advantages are that you can see which pages people are landing on, whether they’ve been encouraged to click through to another part of your site, or whether they’ve left it completely.
Having access to such data is the key to analysing how visitors view your site and the journey they make throughout it.
If you’re getting a lot of drop-offs on a certain page, take a look at it and consider why. Is the incentive there for people to stay on your website through creative content, potential offers, and other lead magnets?
Incentive is the key. Why do people go to a football match, for instance? For the incentive to support their team, see an exciting game, and progress further in a competition.
Are you interesting your visitors with unique, creative content? How does it all fit in with the flow of your site? Let me know below!
I highlighted a few weeks back about how Google’s very own Matt Cutts has insisted that creativity is essential to better rankings and helping an online brand grow.
He mentions Facebook – what was the incentive there when it started out small to become the world’s biggest social network?
The ability to converse with friends like never before in a simple manner as well as tag them in photos and more.
An incentive in that sense though is basically your business’s unique selling point. You need to think about smaller incentives to capture data and generate leads as well as making the overall experience as simple as possible.
As you can see a hell of a lot of work goes into not just building and designing a website, but creating the right philosophy and strategy that makes your site work for you.
There’s no quick fix when it comes to internet marketing. There are very rare and exceptional circumstances where a business has created a website only to see immediate results.
It’s a long-term process. Your site should be viewed as part of the whole in your overall business strategy.
It’s the small, layered tactics that bring success, not the huge single push. Social media advertising, email marketing, PPC, competitions and offers… subtle incentives at varying times help bring in new visitors and encourage them to visit your site.
But that means little if traffic is dropping off and your site isn’t flowing as it should. Take your users and organic traffic on the journey they deserve with your website.
Make them feel special and show them why your website is a better option for them and their needs than the others they could visit.
If you’d like to find out more about web design and how refreshing your website can help your brand strategy contact Webpresence today!