Web Design

Web Design

Does your Website scare people?

Make sure your website is positive to your image.

It is increasingly important to achieve a good online presence. There are some simple steps to undertake, that ensures that you have your bases covered and can spring your website from a cheap horror production to a blockbuster.

If you know what people think about your website and how they are using it then you have won half the battle.

Well designed websites reflect your brand.

A well designed website that has a clear message and intention to your browsing audience will help drive business and promote to your users that you care about their custom. Simply put, customers that start to experience negative reactions to your website will go somewhere else. These negative reactions can be anything from “That colour scheme is hideous! My eyes are bleeding!” to “How on earth do I get to where I need to be?”.

Measuring against Website failure

1)Feedback from users

One way of measuring this with your existing website is to ask for honest feedback from existing customers. You could also ask members of staff. Approaching people that you would like to be part of your target market and watch them use the website is another good test. Create focus groups and take notes as to how they browse your website and ask for them to pull no punches with any aspect of their experience on your website. Try not to fire your staff if they have negative feedback.

2)Monitoring Analytics

Web Analytics are another important tool to increase your knowledge about your website.

Imagine if you had a physical shopfront and took a questionnaire of EVERY single person that comes in to your store. You could ask things such as “Where did you come from to get to my shop?”, “How did you find out about us?”. You could also study statistics about their visit once they have gone, such as “What did they look at in the shop space?”, “How long did they stay in the shopspace for, and where did they go before they left?”

These questions can be answered easily about your website, as all of these actions (and more) from a viewer on your site can be recorded. This is very useful to see the amount of traffic (number of individuals) that your website attracts and what the activity of those viewers are when they are looking around your website.

The above two techniques are relatively simple to perform and will benefit your brand in the long term. If you know what people think about your website and how they are using it then you have won half the battle. To act upon this information some possible solutions could be to call a consultant in to suggest a course of action.They will analyse your findings and collect further data. This can then harness the power of their experience to turn your website in to a positive aspect for your company. Below is an example of interpreting some of this data.

3)Your Bounce Rate.

“A high bounce rate is bad.”

‘Bounce Rate’ can be defined by whether a viewer leaves your website after only viewing ONE page. This is also measured against a time frame of around 5 seconds. A high bounce rate percentage is bad. This means that lots of visitors are running screaming from the page that they entered your website on. This would be the equivalent of watching a  highstreet shopfront that people are entering, turning around very rapidly and leaving again.

A good bounce rate goal to initially aim for is below 40%. This ensures that over half of your visitors are taking time to browse around your site, or spend longer than a tiny amount of time on the page that they have entered on. Remember that they may have found the particular page from a search engine link and it has answered their enquiry, so they do not need to view the rest of your website. It would be nice however if they did and this can be focused on later.

bounce rate in websites

Mr Bounce of Mr Men Fame

I had a case recently that goes very well for this example. A small company asked for an appraisal from me on their website. They wanted some options and a way forward to overhaul their web presence, which looked like it had been built by hammers in the mid 90’s. After tethering some analytics to their website, I was pleasantly surprised to find that they were getting a decent amount of views on a daily basis, on average about 40 a day. This may sound small but when considering the size of the company and their marketing budget (as well as their previous neglect for their website) was above my expectations.

Anyway, after a couple of weeks of letting the data collect. I could see that the Bounce rate was incredibly high and running at about 70%+. This tied in to the negative experience that their website was providing to the users, who would simply turn around and leave very quickly after landing there. Imagine the potential of providing a better viewer experience to the people that sadly bounced out of there, it would not take a marketing genius to realise that this is a lot of wasted opportunity to promote your message.

The Next installment will look at positive steps towards a good web presence.

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