Why Are Your Users Falling Out of Love with Your Website?

Dear Website

I’m leaving you.

You promised me lots of exciting experiences. You said that you understood me. But when it came down to it, you were too complicated. So now it’s over.

Although it’s too late for me, you’ll meet other users. I want to give you a bit of relationship advice, so maybe you can keep them.

Put them first

To make sure that your next users enjoy a great experience, try thinking from their point of view.

No matter what your site is for – news and views or a buffet of super-savings – make sure you explain exactly what it offers for them. This includes, how to use the site, and how to navigate through the pages.

Information needs to be clear and easy to read; answer all of your users’ questions before they ask them.

Heartbroken
Heartbroken. Photo: From file

Be familiar

You were too strange and out of the ordinary. I never knew where I was with you. Other websites that I’ve seen have been consistent. Their menus were all where I expected to find them. It made me feel comfortable, and very quickly I felt at home.

You wanted your love of innovation to shine through in your design. Instead, it made me feel alienated and confused.

Be easy to learn

Have you ever considered how efficient your site is to use? How effectively I could interact with it?

You boasted on your home page that I could buy sandals with only two clicks. But it took me ten minutes trying to select the right size. Apparently, I could buy them in cerise, black or teal. To this day, I’m not sure how.

I guess it’s because you never explained anything or showed me exactly what to do.

Be predictable

You made lots of your text look like hyperlinks. And your main call to action looked like text.

You could have made everything simpler by ensuring you styled everything nicely, so it was clear what actions I had to perform and when.

I’m like lots of users, if it’s not clear what I’m supposed to do, I go click crazy. I’ll click anything on the page.

I got lost, confused and frustrated.

I like to know:

  • Where I am
  • Where I’ve come from
  • What I’ve got to do next

So please make sure you explain it to me. I love having my hand held!

User Experience
User experience. Photo: From file

Be quick

And if you can’t be quick, at least explain that you’re doing something.

Sometimes it wasn’t clear that I’d performed an action, so I’d do it again. That’s why I own 15 ‘Naked Party This Way’ T-shirts. Because you didn’t make it obvious that I’d made the purchase, I clicked the button again and again.

Just a simple note to let me know that my click had caused something to happen and I’d only own one hideous T-shirt, not lots.

I’m sorry it didn’t work out between us.

But here’s some useful sites to help you brush up on your UX skills.

http://userexperienceawards.com/ux-awards-2014-winners/

http://www.webpagesthatsuck.com/

Goodbye

A User