Introducing the 5 second rule (not to be mistaken with the 3 second rule – the amount of time a piece of food can be on the ground and still safe to eat). Eric Spellman, Online Marketing Specialist believes 5 seconds is now all you have, to capture your customers' attention once they visit your website.
There are 6 primary reasons why users click on that evil back button:
- Bad navigation: Complex or inconsistent navigation causes helplessness, confusion or anger.
- Too much written content: People scan, they don’t read. Use titles to break up content and video to connect with people.
- Bad content structure: Don’t distribute content across multiple pages that could easily be communicated (and summarised) to fit on one page.
- Stock photography: Photography must contribute to what you do. No generic smiling people.
- Boring content, boring design:A website without a call to action and interactivity does not create a memorable experience. Your website is not a glorified brochure.
- Poor typography and colour choices: Don’t be unnecessarily elaborate. Bright fluorescent colours can be abrasive.
As customers’ expectations evolve so should our websites – they are not a ‘set and forget’. We recently conducted a User Experience (UX) analysis of our website agedcare101.com.au which is less than 18 months old. Already, we have been advised of many attributes that we can update to provide the user with the best possible experience.
These are just some of the results:
- Give colours a warmer hue: improves visibility for colour blind
- Use lower case text: increases readability
- Provide expandable content: reduce perceived complexity
- Identify a colour to use for all positive points on the page: user identifies this colour easily with something good/beneficial
- Highlight key descriptive words at the beginning of the title: increase readability and speed of comprehension
Want more information on how to have your own UX assessment? Contact me at allisonm@docomemonday.com.au.
Allison
