Entertaining No . . . Captivating YES!
Your website visitors are much more sophisticated and impatient than they were in the past. Today's web users want to find the information they are looking for fast, easy and hassle free.
You must meet three basic criteria to satisfy the needs of your website visitors.
- Visually Appealing
With the development of technology over the past couple of decades a retraining of society has occurred. An overwhelming number of people have become impatient expecting immediate satisfaction. In my youth shipping products was expected to take a minimum of several days. Today consumers are demanding next day and even same day delivery.
Visitors to your website expect to find the information they are looking for immediately. If you do not grab their attention fast . . . they simply move on. There are several concepts you must keep in mind when developing your website:
- Visitors scan, they don't read: Studies have found that website visitors scan a website looking for triggers that indicate they have found the information they are looking for. Once they have determined that the site provides information worthy of their attention, they will read content.
- Avoid Clutter: Too much visual stimulation will distract the visitor causing them to miss the content they are looking for. A visually appealing site that directs your visitor's eyes smoothly to the content you want them to read will result in higher conversions.
- Clear navigation: Don't make your site visitors search. Your navigation scheme should be clear and easy to use.
- Responsive Design: Make sure your site will detect and display according to the format of the device your site visitors are using.
Your site visitors are looking for information, give it to them.
- Visitors want quality content that is credible: Your site visitors want solutions to their problems . . . that is the product or service you are selling. They don't want to read a bunch of fluff or hype, give them the facts. Demonstrate how you are able to meet their needs.
- Make it easy for them to get what they need: Make your contact information easy to find on every page of your site. Provide clear instructions on how to proceed . . . phone, online contact form or purchase online.
Make sure your site is easy to read and pleasant to view. Part of our conditioning has become to avoid things that are unpleasant or unappealing.
- Place content "above the fold": Get right to the point and put the most important content at the top of the page. If your visitor is interested they will scroll down until they loose interest or make a decision to buy.
- Make it easy to scan: Remember people scan, they don't read. Don't bunch information together in thick looking paragraphs. Use images, short paragraphs and bullet points.
- Use color and design: Careful use of colors and design principals will help to grab your website visitor's attention. Use color and design to focus their attention on the content you want them to read.
By designing your website to help your visitor's find the information they are looking for quickly and easily, you are certain to increase the number of conversions generated by your site. Higher conversions mean increased sales.