Viewing Your Site from a Customer's Perspective
So, you've got your website up and running. You love the design. You're keeping your content current. You've carefully selected effective keywords, which are generating lots of search engine activity. But one question remains: what do your customers actually see when they land on your home page?
"There's a very common blind spot in website design," said Dacia Gulledge, Director of Customer Services for Axletree Media. "We tend to design in ways that are comfortable for us. We focus on what we want to see and how well we can display it. But the true test of effectiveness comes when your customers are able to land on your site and find exactly what they're looking for."
To begin viewing your site from your customer's perspective, Gulledge recommends that you ask yourself several questions:
1) How speedy is the customer experience? The home page needs to load quickly, and your customer should be able to understand what your service is or what you're selling in four to five seconds. "The 'old' standard was eight seconds, but now visitors are too impatient for that," Gulledge noted.
"Whatever your customers need to know, and for whatever reason they've hit your site, your home page is your one big chance to provide a really big welcome," she added. "Start with the overall goal of an effective home page – 'relevant content grouped together in organized areas' – and work from there."
2) Are you keeping your home page clean? "Not 'keeping it clean' is among the biggest complaints about sites that fall short of their potential," Gulledge said. "A clean website has a place for everything, just like shelves in a store. For those one or two things that you want to really stand out, like store displays, you can find a place that's off the shelf, but not in the way of regular traffic. When everything has a place, finding something is easier and less taxing on the visitor's eyes and mind."
3) Is your site easy to navigate? The navigation menu, usually in the header or on left, should provide logical directions for reaching your site's content. "Navigation is made easier when you group together similar things," Gulledge said. Making search buttons and site maps available are also great features for customers who are searching for something particular and are willing to take a few extra steps to find it, she noted.
4) Does your home page project the right image? You are projecting an image whether you intend to or not, Gulledge noted, so think of whether you are projecting quality. "If I hit a site and it doesn't look good, I don't put my trust in it," Gulledge said. But just like image advertising, "expensive" is also one of the messages that can be projected. "If you're seeking a high-income clientele, an expensive look could be the right choice for you," Gulledge said. "But be aware that you could also scare off a lower-income crowd."
5) Is your content fresh? According to Gulledge, keeping content updated regularly is essential. "Outdated and stale content is one of the fastest ways to lose visitor loyalty and interest," Gulledge said.
She also noted that even when your design is up and running, you should continue to evaluate its effectiveness. "Your Web site is not a destination," Gulledge said. "It's a communication tool, so you need to keep analyzing how well you are saying what you want to say."
