In a past post, we discussed how design (and how designers think) can impact user experience. However, what wasn’t hinted at was the importance of the copy, or site content, that goes along with that design. How your site looks and feels is just the tip of the iceberg – high-level picture. Digging into the content on your site is really where you can take the opportunity to grab your audience.
Just because it’s important doesn’t mean it’s easy. Studies have found that, on average, visitors only read 20% of the content on a web page. That means the information you put out there needs to be the very best. How do you create the best site content? Here are 3 tips:
Tweet:The average visitor to your site only reads 20% of the content. Here’s what it means for #UX:
1. Keep It Simple
Across products, services, and industries one of the main aspects that stays the same is to keep it simple. Even if your product is complex and you’re targeting a very specific market, most likely, they don’t want specifics. That’s for later down the road (articles, printables, sales calls, demos). Right now, they want to know what it is, what it does, and how it benefits them. Short, sweet, and to the point. Getting too complicated just means your audience is more likely to bounce from the page.
In a society where patience and attention spans are practically non-existent, the quicker you can get to the point – the better.
2. Give Good Information
Let’s keep one thing in mind, keeping it simple doesn’t mean you dumb down the information you provide. In fact, quite the opposite. Your audience is intent on finding the answer or solution to their question/problem, and you need to be that for them. Basically, don’t make them beg or search for what they need.
As a trustworthy and valuable website you need to either A) provide what they need right away on the correct page, or B) point them to the page that can help them so they can easily find it. No one is going to search your site to find what they need. Instead, they leave and move on to the next resource until they are finally able to get a good answer. This means making your pages and headers accurate. No gimmicks and no playing around. Express what the page is about so that you don’t waste the audience’s time.
Bottom line – make yourself a reliable resource.
3. Keep the User in Mind
If you haven’t gotten it by now, the whole aspect of mastering user experience is actually pretty simple. It all boils down to keeping the user in mind. Put yourself in their shoes (after all, you too are a web user) and ask questions about the content. Are the there spelling errors? Do the sentences flow well together? Does it make sense to have this information on this page?
Next, make sure it caters to them. They don’t want to know about you, they want to know how it helps them. That may sound like the same thing, but it’s not. Use words like “you”, and make it seem as though they are walking through the steps themselves as they learn about your product/service. This isn’t bragging about your awards or accomplishments. Instead, it’s bringing the audience into your company and showing them around to see how things work.
Understanding not only how your audience might act, but also how they think and feel about the information they are absorbing is the true key to success in any aspect of generating great user experience. For both content and design, think about the certain qualities of your target demographic and how they interact with information on the web. Then, cater to their needs and wants.