How to get them, how to avoid them
Each and every person who visits your website will experience it differently. We all process information in slightly varying ways – we all have likes and dislikes which differ from person to person. All of this means that targeting a demographic effectively can be a less than simple, because ultimately even when people share a common need or interest, they will all have slightly different perceptions of what is before them. To ensure that each and every member of your target audience visiting your website has the best possible experience, it’s useful to know the common types of user experience, and how they can be improved upon, achieved or avoided completely.
The frustrating experience
We’ve all been there – trying to access information on a website only to be met by broken links, pages which don’t exist and error messages. Over 90% of internet browsing is now conducted over smartphone or tablet devices – and we are increasingly impatient as a result. If a website isn’t mobile responsive, is slow to load or simply lacks the crucial information we need, we won’t spend long there. Similarly, sites without appropriate functionality (e-commerce sites without the facility to purchase, restaurant sites without a booking form or contact details) cause untold frustration for visitors. At best, this type of experience irritates users who will come back and try again or muddle through – at worst, they will never return. Don’t forget that if competitor sites which sell the sameproduct or service as you are easier to use, you will lose out to them if your visitors have a frustrating experience with you.
The disappointing experience
No business wants their visitors to have a disappointing experience on their website – not least because a disappointing website infers a disappointing business in the eyes of discerning, impatient modern users. Disappointing websites have many of the same traits as frustrating sites – with one difference – these sites often come across worse as they have been neglected or poorly built, all of which implies a similar attitude to the services the business in question provides. For instance, a client experiences a high-end business with great branding and excellent customer service – referring them to a friend. As over 70% of consumers now do, the friend checks the business out online – only to find that they are disappointed by the site as a whole, poor imagery, spelling mistakes, lack of information. Word of mouth referrals are the best sort of marketing – but nowadays they can be affected if they aren’t backed up by a strong presence online.
The satisfying experience
This is the type of experience you want all users to have on your website. It’s simple – a user visits with a goal in mind, they achieve that goal (find the information they were looking for, purchase the product they required) and then leave with a positive impression of your website, already considering when they might return. To ensure a satisfying experience, you need to check that all necessary information and functionality is in place – and that overall the site is easily navigable for users.
The exciting experience
Websites that excite users are difficult to find – because they have to be unique, engaging and persuasive without being pushy or too garish. You won’t often come across a website which excites everybody – because we all have varying interests and we all process websites differently. However building a website which excites your demographic isn’t quite as difficult as you might think – as with careful planning, informed consideration and professional assistance you can create a site which excites and enthrals visitors – in turn encouraging them to spend their money with you.
To find out how to combat poor user experiences to secure better engagement and increased sales, speak to us for expert advice.