All search engine optimisation, social media marketing or inbound marketing activities are aimed at getting more traffic to the company website, leading to more call to actions and ultimately more sales. User – experience is of paramount importance when the website is in question, and one of the important elements to be borne in mind.
What makes a visitor sit back and navigate your entire website or annoy and cringe him to get off it?
Remember poor user-experience can cause high page abandonment rates, poor organic search listing positions, low visitor-to-lead conversion rates, and a plain ol’ bad reputation.
So here, in this blog, we have compiled a what-not-to-do list when you are planning to design your website so you have a handy guide on what you should be expecting from well-designed websites as a site visitor or a business entity planning to develop your website.
Rule no 1.
When it takes forever for the website to load!
Decreasing attention spans and lowering patience levels makes it harder to keep visitors hanging on to the website. It there’s a delay in website loading it reduces customer satisfaction, affecting conversion rate and brand perception more so for the mobile users who may be relying on slower net connections but would blame it on the brand and the content provider instead of their mobile service providers.
What to do?
Optimize your site’s load performance, which may be impacted by image size, code, videos, and other factors, we at Zweezle have designed some of the best sites for our clients and we could help you with one.
Rule no 2.
When your website is not user-friendly optimised for mobile users.
Have you ever had to pinch into the screen to zoom and read the content of a website better ? Or scroll from side to side to read the website? These may be just simple examples as to why the website may not be optimised for the phone. May 1, 2016, brought in a major Google algorithm change, according to which websites which are not mobile-friendly will severely be penalised in terms of Google ranking and strengthen the ranking signal of mobile-friendly websites. it is to improve the web-browsing experience for mobile-users and if the site is not optimized for mobile devices it may result in losing out significantly in the organic search rankings.
What to do?
Do you think you can afford missing out on all these opportunities? Can you really afford to miss out on all that traffic and all those sales? Absolutely NOT. It is important to get your website right, optimize it for your mobile-users and have a responsive design in place.
Rule no 3.
No proper website navigation
When a potential customer visits your website and wants to know your brand, company, and product offerings better; is the website usage friendly? In terms of how to go about? Where to go? What their next steps should be?
A lot of small businesses seem to miss out on leads and sales and this is not because their call to actions were poorly written, but because their websites didn’t provide any direction or ask where to click?
What to do?
Bring out clearly the value of what you do and provide as a company by including a clear headline copy, jargon-free content and a clear primary call-to-action that shows visitors how to take the next steps — be it subscribing to your blog, getting a free trial of a service or a freebie product, watching a video or any other action you expect visitors will perform on your site.
Rule no 4.
Excessive pop-ups blocking the website
Imagine your reading a website content and there’s a pop-up, okay you cancel it and you scroll down for another pop-up and further you shift to another column of the website and there it’s again, annoying? Hell yeah! Many of these could even lead you on a guilt trip, “No thanks, I am not interested to improve my website”
What to do?
Use the pop-ups in right moderation in specific places as you may think to be important.
Make them “interesting” – Using pre-specified information based on different types of visitors, whether they’ve visited your site before or whether their at a certain stage in the buying cycle and target them specifically.
Track your Call-to-action for effectiveness and validness and assess the number of views and clicks along with how many submissions the pop-up actually leads to, on each call-to-action (CTA), to determine the efficacy. Based on the performance, you may have to consider editing or removing it to give your users a better experience.
Use attention-grabbing or exciting CTA content without making your visitors feel remorse about cancelling a particular pop-up.
An alternative to pop-ups? How about slide-in CTAs like small banners; those that slide in from the side or bottom of the page with a call-to-action.They are less flashy and allow the user to continue using the site without hindrance.
Let us know how you have efficiently managed to optimise your website and ask us how we could help you with developing a stimulating, user-friendly website and while you are at it, wait for our next series on this blog topic.