Nothing is more irritating than a website that isn’t designed for the user in mind. We know that web design trends come and go, from the acid-tripping 90s flash pages to the simple sleek sites of today, but there are easy tips to follow to outlast any trend.
User Interface Design Guidelines
A couple of years ago I was fortunate enough to attend a Marketing Sherpa Conference held by Dr. Flint McGlaughlin. That’s where I learned about Friction and the philosophical approach to marketing. Friction is a psychological resistance to an element in the process, not to be confused with anxiety. Anxiety is psychological concern. You can reduce friction by:
- Reducing page lengths, and number of steps. Make two step processes (ie submitting a lead form, contact us form) into a one step process.
- Keeping the flow of the information linear. You do not want a distorted eye path. As Dr. Flint McGlaughlin says, “We control the chronology of the mind with the geography of the page.”
- Watching your tone and staying on topic. You don’t want your audience to try to decipher what you are trying to convey in your messaging.
- Getting rid of distracting objects. Are they really serving a purpose to your prospect?
- Dispose of disorganized content. Disorganized content slows down the velocity of transaction momentum.
- Adding collapsed content. Using collapsed content is a great way to declutter user interface design in context sensitive navigation.
Use common design elements and styles to help your users to know what to expect. You do not want discordant colors.
Are your clickable elements the same color as elements on your page that aren’t clickable? How can your user navigate through your site if they don’t know where to click?
Keep Your Audience in Mind
If you have a clearly defined audience that gravitates towards a certain aesthetic style, design for them in mind.
The main contributor to a high bounce rate is how fast the website loads. After three seconds the user gets impatient and looks elsewhere. Also, be sure that all links work and no images are broken.
Lastly, if you have to explain how to use your website--every nook, cranny, and aspect, to your audience, you have failed in creating a good design for your website.