35% of visitors fail to achieve their goal when they visit company websites! By following 2 simple rules, you can increase your web-derived revenue by 1/3 or more!
Renowned website usability researcher, Jakob Nielsen, today (Nov 24) published results of his latest study. His test subjects used 139 websites. On average, they failed to find what they were looking for 35% of the time. Shockingly, 37% of users couldnt even find company location details!
What was surprising was that users didnt give up. They generally found the information they were after but they found it at a competitors site!
So how do you stop potential customers falling into the hands of your competitors? Nielsen is right when he suggests user research. Yes, its imperative that know what your users need at your site. But what he doesnt say is how to structure your website so it meets users needs.
There are two golden rules:
1) Write first, build later
2) Write to your customer
Write first, build later
The real message on most websites is in the writing. It makes sense, then, that the writing should determine the structure.
Unfortunately, this is not...