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Posts tagged ‘Users’

Tell your users where to click

Every visitor to your website is looking for an excuse to leave.

Don’t like the layout? Click the back button. Is the content not relevant? Click the back button. That button doesn’t serve merely as a way to leave the site. Rather, it acts as a lifeline to get users back to familiar ground.

Why would any website give users a reason to leave? Because it wasn’t built from the perspective of the user.

Here’s a website submitted to Mini Sprout. Users can choose from 40 different links in this screenshot alone. But since the layout of the website does not seem to guide users anywhere, I felt compelled to click my back button.

Compare that example to a few others. Dropbox asks visitors to watch a video, or download their app. Details like their privacy policy and support section are hidden below the fold, but someone looking for them can easily find them.

Square follows a similar set of guidelines; ask users to watch a video or sign-up directly.

Transmit from Panic asks users to download the app, buy it directly or find answers to their questions.

Even eBay, a website that struggled with clutter for years, helps guide a user. Users can search, browse a category or visit their deals.

Determining whether or not visitors like your website doesn’t need to be as subjective as critiquing your layout. Instead, use a web analytics tool and watch the bounce rate of your homepage.

Bounce rate can serve as a proxy for how satisfied your users are with their experience. If nearly 100% of your visitors are bouncing, it’s time to make a change.

 

The photo of this post is copyright (c) 2005 by StevenErat and made available under an Attribution-NonCommercial-ShareAlike 2.0 Generic (CC BY-NC-SA 2.0) license. 

One simple step to give your visitors exactly what they want

Website owners know less about their visitors than they think — and that’s even with web analytics.

Take one search for example, like “how to tie a tie?” A user could search that phrase and land on your site. Seeing that phrase appear in your web analytics dashboard gives some details, but it’s unlikely that user is searching how to tie a tie to practice in his home.

What if he is getting ready for a wedding? If you knew that info, you could guess he ultimately wants to know, “How do I look presentable for a wedding?” Then, you could offer him step-by-step instructions for how to tie a tie, plus how to match a tie to a dress shirt, which button on a suit jacket to button, and how to polish dress shoes.

Business websites should be just as accommodating for their visitors. Here’s an easy process for finding exactly what your visitors want from you.

Use a free online survey tool, and post a link to the survey on your website. It could even be something as simple as using Google Docs.

Ask these two questions:

  1. What were you trying to accomplish in today’s visit?
  2. Were you able to accomplish that task?

From this simple survey, you will learn more about your visitors than from even the most sophisticated and integrated analytics tools.

How do you give visitors what they want? Ask for it. Use your users’ responses to anticipate their actions, and then tailor your website to align with what they want to accomplish.

Conversions will increase. Revenues will increase. You’ll have more satisfied customers.

Photo by coriehowell