Focus on the Experience, Not the Design
A great web design impresses for the first time, but it is the user experience that brings them back for more.
User experience – notably poor user experience – has been overlooked by many without even realising the importance of it. In fact, user experience doesn’t seem to be a very important deliverable in a contract until someone starts wondering why visitors hit the back button after a few seconds instead exploring some more.
An average web page visit lasts less than a minute
According to research conducted by the Nielsen Norman Group, users often leave a website within 10 to 20 seconds of browsing. While this is an average range, we must be aware that users are people with highly variable behaviour and may in fact, spend less than the average time figuring out what value your website can provide to them.
The important question to ask yourself
Whether you are a start-up or a company with a tight budget, the aesthetics of your website should not be your biggest worry. Instead, ask yourself if the design meets your business goals.
Your website may choose to serve the following purposes:
- Generate leads by collecting emails for a subscription service
- Show how easy a user can make a secure purchase
- Educating visitors about what your company does
- Attract potential employees to join your firm
Let your developers know your website goals
Once you have determined what you want your website to do for you and your company, make it clear to the project manager or the web development team.
While professional web design agencies will ask you about these goals before the development process, it is easy for both parties to get carried away with design matters. Remember, design means nothing to your users if your website does not serve the purpose it promises to them.
6 benefits from giving your users the best experience
Not only do your users benefit from the ease of navigating through the website and stay longer while doing so, your business benefits too.
These benefits are outlined by the User Experience Professionals Association.
- Increased productivity
- Increased sales and revenues
- Decreased training and support costs
- Reduced development time and costs
- Reduced maintenance costs
- Increased customer satisfaction
Do not get us wrong – design matters – especially responsive design. However, it means nothing if users do not know how to use your site to its full potential. Take a few minutes to set goals for your website and see the difference it makes for you.