British consumers are among the most net-savvy in the world yet many British businesses have terrible, outdated websites. With 73% of adults accessing the internet everyday, and 72% shopping online (that’s 36 million people) the rewards of having a customer friendly web design are phenomenal.
1. Make The Homepage Meaningful
In 2008, number of British adults shopping online tipped over 50%. At the same time, the number of websites boomed and the amount of time customers spend on a website dropped. Today, 55% of users spend less than 10 seconds on a web page. People are ruthless about abandoning websites they don’t trust, they don’t like or can’t find the information on. As a result, your homepage should be meaningful and provide your customers with an incentive to click further.
2. Reduce The Number Of Clicks Between Selecting And Paying
Your customers are looking for reasons to click away and shop somewhere else at every step. You will lose customers at every page along the check out process, so keep it short and easy to follow.
3. Only Ask For The Information You Really Need
Sure, if your customer wants you to mail them something, then you need a physical address. But if they’re requesting a free phone consultation or a free brochure, don’t ask them for information you don’t need, such as address, credit card details, sex, age and so on. The more complex and invasive a signup form is, the more likely a customer will abandon it midway.
4. Make It Easy To Get In Touch
This is critical if you’re a service based business or can’t ship your goods in a shoe box. If you put your contact details in the same place on every page (top right or across the bottom are popular) your customers won’t even have to click when they want to give you a call.
5. Don’t Harass Your Customers
Pop up ads, overlays that nag you to take a survey or like a site on Facebook, reminders to Tweet your team, expanding banner ads, videos that play when you mouse over… all these things can be effective tools, increasing your sales and helping customers find what they want. But only in moderation. In excess, they drive customers away.
6. Keep It Simple
Web design doesn’t have to be complicated to be effective. In fact, some of the simplest websites are the most popular. Google search leads this field, with a sight that is only a single box, and even their more complex cloud storage and social network offerings have a streamlined interface.
7. Explain What You Do and How You Work
A few sites we’ve seen lately have over simplified their web design, hiding even basic information about what their service does and why a customer should use it behind a log in. Even if the service is completely free and your sign up process takes 20 seconds, that’ll be far too long for many confused users. Whatever you offer, explain the process clearly and simply so customers know what to expect.