Knowing if your users can complete the task they are expected to complete is extremely important. Because if they can’t… well, they are probably pulling their hair out.
However, it’s also important that your users like the look and feel of your website as well. Jennifer Schiff, in Computer World, recently came up with a list of 13 ways to improve your web design.
Here are the top 5 we think are the most important:
- Use intuitive navigation: “Primary navigation options are typically deployed in a horizontal [menu] bar along the top of the site,” says Brian Gatti, a partner with Inspire Business Concepts, a digital marketing company. Provide “secondary navigation options underneath the primary navigation bar, or in the [left-hand] margin of the site, known as the sidebar.” Why is intuitive navigation so important? “Confusing navigation layouts will result in people quitting a page rather than trying to figure it out,” Gatti says. So instead of putting links to less important pages–that detract from your call to action or primary information–at the top of your home or landing pages, put “less important links or pieces of information at the bottom of a page in the footer.”
- Design every page as a landing page. “Most websites have a design that assumes a user enters through the home page and navigates into the site,” says Michael Freeman, senior manager, Search & Analytics, ShoreTel, Inc., which provides hosted VoIP, cloud PBX service and business phone systems. “The reality, though, is that the majority of visits for most sites begin on a page that is not the home page,” he says. Therefore, you need to design the site in such a way that whatever page a visitor lands on, key information is there.
- Respect the fold. When asked for their top design tips, almost all the Web designers CIO.com queried immediately said: Put your call to action in the upper portion of your website, along with your phone number and/or email address (if you want customers to call or email you). Regarding home page images, “I recommend going against full-width sliders and encourage sliders or set images that cover two-thirds of the width allowing for a contact form to be above the fold,” says Aaron Watters, director, Leadhub, a website design and SEO company.
- Use responsive design–that automatically adapts to how the site is being viewed. “Rather than developing a site for each device, a responsive site is designed to adapt to the browser size,” making for a better user experience, says Jayme Pretzloff, online marketing director, Wixon Jewelers. And a better user experience typically translates into more time spent on your site and higher conversion rates.
- Test your design. “Whether you are trying different placements for a call to action or even testing different shades of a color, website optimization can make a big impact to your bottom line,” states Lindsey Marshall, production director, Red Clay Interactive, an Atlanta-based interactive marketing agency. “A user experience manager at Bing once remarked that Microsoft generated an additional $80 million in annual revenue just by testing and implementing a specific shade of blue!”