Does your site have such an element that makes the user stay on your digital platform for a while?
If you don’t have that factor, even if you’re spending a load of marketing budget on social media marketing or any other form of marketing, you are still greatly missing out on the opportunity of winning clients. Moreover, if people don’t tend to stay on your website, you’re not only losing customers but you are also decreasing the chance of your website to appear on the Google SERP.
Believe it or not, UX has always played a vital role in SEO marketing. Google’s algorithm is specifically designed in such a way that it addresses an individual’s requirements and then presents them with a probable solution. If a business fails at addressing a user’s requirement and then making them proper suggestions, then there’s definitely a huge gap that your brand isn’t addressing while your competitors are. It’s why your business is lacking something which other brands are greatly benefiting from.
A good site usability allows consumers to easily navigate themselves to finding the solution to their problem. It improves the overall aesthetics of the website and guides the user to their desired actions.
Today, we have the Rank Brain algorithm working at the back-end of Google which leverages AI to identify content relevancy and many other factors in order to perfectly complement the search intent.
It all bubbles down to offering a state-of-the-art usability factor to all the consumers out there. Are you also wondering what usability factors or principles can complement the website from SEO perspective? Let’s get into the details and see learn about the principles that are essential to address.
Don’t Let the Customer Think!
It sounds like a very diabolical statement, doesn’t it? But, trust me it has a different meaning.
Steve Krug is a usability expert who has consulted some of the major brands in the market. His consultation is what led Apple and Bloomberg to optimize their websites to a considerable extent.
He wrote a book titled, “Don’t Make Me Think!” And that’s where I took my inspiration for this section. Winning customers is much more than simply placing a catchy tagline and making them wonder whether they should click on the CTA or not?! Hence, you need to make it really easy for them to understand. Start with a funnel flow that addresses their problem, then make a suggestion on how to solve it, and then explain to them how your product/service can come in handy in solving the problem.
Believe it or not, many of your customers will have sub-divided attention. You have to make your site so convincing and at the same time, significantly easy, that they don’t have to hunt for services through the menus. Instead, by taking just a glance, they should know where to head off to and where to click! When your usability is purely designed with the intent of converting visitors, you’re on track.
Do You Know About the Grunt Test?
Grunt test is a very simple one, just imagine how would a caveman react if he ever sees your website? The response will be nothing more than a ‘grunt.’ Having a grunt means that your site is disapproved.
There’s a test designed by Donald Miller which contains just three basic questions.
Take the test and see if your website or any website you have, pass the three conditions.
These questions are:
- What do we offer?
- How does it make life better?
- What do I have to do to get it?
Do you know that it only takes 0.5 seconds for a person to make that purchasing decision? If your website doesn’t address these factors in a simple manner, you’re not leaving a good first impression.
If a user can’t decide what he needs to do on your website in 5 seconds, he will switch elsewhere.
Have You Heard About the KISS Principle?
The KISS is a simple abbreviation for KEEP IT SIMPLE STUPID!
Do you know often a great design is just a simple design? It doesn’t have to be anything complex, sketchy or flashy leading the audience astray. If they can’t understand what you’re offering, they are more likely going to choose a different option. An option that will take their business a step away.
Easier the website to understand, easier it becomes to attract the audience.
The whole idea is to keep things simple and guess what, you’re on your way to success.
Here are a few things which you can address while following the KISS principle.
- Using clear navigation labels.
- Using standard-looking icons.
- Writing in a concise, straightforward way.
- Minimizing ‘clutter’ – elements on your site that aren’t necessary.
Got two options and can’t decide which one is worth the attention, pick the one that is the simplest.
Users’ Seldom Read the Whole Thing
Do you know that users barely read the whole thing published on your website? Instead, they will only choose to skim through the page and reach a spot which addresses their own need. If your website is providing the solution which they seek, in a split second they decide if they want to employ you or not.
Now if you ask a digital marketer or a content writer, they will always tell you how important the content is. But, in case, you ask a usability specialist, they will tell you that only 21% of the users’ pay attention to the overall website content while the remaining 79% only skim through the document. Even out of that 21%, only 16% pay complete attention and read the whole site page word-by-word.
People only pay attention to the first page they visit and the rest of your website is like going through a manual. How many individuals out there care to go through the privacy & policies or the user manual?
I guess you understand the point.
But… you can still compel them to read your stuff by using bold typography, main and sub-headings.
So there you go, here are four important factors which I believe are important to understand when you’re designing a website for your digital business. If you’ve skipped reading it like another manual or a website knowledge base, then might I recommend that you go back and check out the important points. They are well-researched and covered from only the best resource around the Internet. I hope this article has been informative and helpful to read. Do you have any usability tips to share? Feel free.
