It’s true. We all are. Would you spend the time filling up a long membership form just to purchase a pair of socks online? I know I wouldn’t.
I’d click "back" and search for another website.
But how many times have you been asked to do just that when you purchase something? Plenty! And if you want to gain an edge against your competitor, make it easier for your prspects to navigate and purchase your product. Here’s the basics you should remember:
- Make sure your website are easy to look at. White background and black words is what people are used to reading so don’t go "creative and use red words with black background instead.
- Make sure your words are easy to read. Don’t use fonts that is difficult to read. Stick to the conventional, such as verdana and you’ll be fine.
- Make sure your forms aren’t too long, like the example I mentioned above. Collect only information you need at that stage.
- Categorize. There’s a reason why supermarkets have huge signs directing shoppers where to find a product and why libraries have digital catalogs where you can find the book you desire… The reason is people suck (and too lazy) to look for what they want! Categorize your post, your items and your lists to make it easier for people to find.
- Don’t give a prospect a reason to turn back and leave. Every now and then I still see a "clear" button right next to the submit button to the of a long form. Why would anyone do that is beyond my understanding. You do not want to put it there! It’s extremely rare for someone to fill out the whole form with the wrong information! It’s more probable for him to click the wrong button, curse you for putting it there and leaves.
So there, 5 basic web usability (a small part of web copywriting) that you should always keep in mind when designing your next website.
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