When User Experience meets Coffee
A User Experience Scenario Ends in Frustration
Most days, when I crave coffee, I'll navigate the skyway system to a local Caribou Coffee. However, this one particular morning, I discovered my need for coffee before reaching the office, so I exited the bus early near my favorite Caribou Coffee via the street level. As I approached the building containing the store, I quickly realized that there were no doors to the public on that side. I was immediately frustrated and continued down the street to a neighboring building where there was another Caribou with an easy entrance. It wasn't the fault of that particular store, however I had no desire to walk around the building to try to figure out the puzzle. I simply wanted my coffee.
Do your consumers face the same "no door" problem that I encountered that one morning? Should your website be concerned?
Provide Success for Your Visitors with Good UX
When it comes to getting what they need, your consumers may not stick around to discover the solution to their navigation problems. If your website isn't clear in how to access the information consumers seek, then they can and will quickly navigate to an easier website. Don't chance losing a sale to a competitor because your website isn't clear. Do not fear, there are a few simple ways to ensure that your website does not push your consumers into the competitors' open arms.
3 Simple Ways to Improve Your Site's User Experience
1. Check for high bounce rates: If any of your web pages have high bounce rates, take a look at what might be causing that. Are there links to other pages? Is there a clear call to action for your visitors to take? Is the information that you are presenting organized in a clear and concise manner? Are the top-level menu pages relevant and self-explanatory for someone viewing your website?
2. Ensure links go to the right pages: I cannot count how many times I've clicked a link only for it to redirect to the wrong page. Check both your link destinations and the text that describes the link to ensure a match. It may seem tedious, but it will save your visitors from the headaches of trying to figure out where they need to go next.
3. Have an outsider take a look: You may think that your website is easy to navigate for the average person with a high school diploma, but chances are, your knowledge level does not match that of your demographic. Determine a few pages that may be difficult to find on your website. Borrow a friend or relative and ask them to try to find those pages.Notice how they navigate and where they encounter difficulties.
Use these findings in collaboration with your web analytics to get a fuller idea of how users browse through your site. If there are pages that would make sense to connect, link them to one another. Make sure your site is set up as easy as possible to access.
User Experience is a crucial point for any website, especially now that search engines are implementing it into their ranking criteria. It's even more important now to reduce user frustration where possible. After all, you don't want them to go to another Caribou, or perhaps worse, Starbucks.