TL;DR: If you want the ultimate website for your business, then your design has to start with the User. Learn why in today’s MBA Minute.
Take a second, really quickly, and think about how you use the web.
You probably use your phone constantly. In fact, a 2013 report from Kleiner Perkins, a venture capital firm found that the average American checks their phone a staggering 150 times per day.
Another report, by Digital Trends suggests that Americans spend an average of 4.5 hours on their phones.
You Don’t Read On The Web. And Small Friction = Frustration
I’ll bet, when you’re on the web, you rarely read anything.
In fact, I bet you skim a lot…especially to see if something’s worth reading.
You’re also probably easily frustrated by pinching and zooming, broken links, text that’s hard to read, or the inability to find the content that you want.
You’re willing to put up with a little bit of frustration, but not that much.
Sound about right?
Well, here’s a secret: Everyone else is the exact same way.
People skim, they don’t read.
They look, watch, and browse.
They don’t linger.
They’re more influenced by emotion and intuition than they are by reason and rationality.
So, your site needs to reflect these realities.
It should be skimmable, visual, and make it easy for people to find their way around; to accomplish their goals.
Unfortunately, what we see more often than not is cluttered content, small text, lots of words, and it’s not clear that there’s a clear information hierarchy.
Or a clear understanding of a user’s goals.
With that, it’s no wonder that more sites don’t convert better.
But, now that you know the starting point, that’s not going to be the case for you anymore. Right?