How website content, design & layout affects your business…and why you should make it a top priority in 2013
Jakob Nielsen has long been the authority on user experience and information architecture. This article is a GREAT read…you will learn how your visitors behave when they are on your site and why. Here at ImageWorks we spend a lot of time determining the customer's likely behavior, designing pages to interact in a way that is mostly likely to encourage conversions. Most websites are built with little to no time spent planning the site architecture and engagements, thus accounting for the plethora of “cheap” website offers we see today and the lackluster results that most websites get in terms of creating value, trustworthiness and credibility. (All these most happen to get conversions!) We continually second guess and re-optimize our clients' websites and content based on actual customer behavior (as seen through Google Analytics), because in the end, that's all that really matters.
Here are some key takeaways from the article.
- Users go to websites for information.
- Users scarcely read anything during an average website visit.
- Recent research quantified this finding: given the duration of an average page view, users have time to read at most 28% of the words on the page.
- In the eyetracking example from the zoo’s website, the user read the page’s 4th paragraph because it contained the target information. In general, though, users pay the most attention to information at the top of the page.
- Helpful IA and effective page layout are key to getting users to read your copy. However, our eye tracking data also detected a third ingredient for converting users from scanners to readers: high-quality writing.
High quality content and a well-designed layout are essential in both getting your customers interest and encouraging them to interact. This is exactly why you should invest in a high quality website planned, designed and developed by a professional agency. Your website is where customers form opinions about your Brand, if they don’t like what they see, they will leave, and find another choice, regardless of how contact originated.