As a Sydney web design specialist, do you do all you can to minimise user resistance in the sites you develop for your clients? Resistance refers to that blend of scepticism and inertia that web users often display. Here’s why you need to give a lot of thought to this important factor.
The Sceptical Surfer
Put yourself in the shoes of the visitor to the beautiful site you’ve just designed for a client. He doesn’t know or trust your client yet. He’s looking for a solution to a problem or a way to enhance his life but he doesn’t know whether your site is the one.
As he scans the text and images and navigates around the site, he’s constantly asking himself, “Will this work for me?”, “Is this the best solution for my needs?”, “Can I trust you?”, and so on.
He’s cagey, sceptical and looking for a reason to bail. How do you design your site to make sure he stays with you and take the action you want?
Essentially, you need to focus on the kind of content, design and site architecture that inspires confidence and lets you build a relationship with your visitor.
Your content should convey authority that positions you as an expert. He doesn’t want to be sold to so you need to come across as a trusted adviser. Reframe your offer to make it more alluring. If you’re selling a carpet cleaning service, frame it as an investment, not an expense. Build trust by offering a solid guarantee.
You content should also be easy to read. Today’s web users are very impatient so he must be able to tell at a glance that your site offers what he’s looking for. Include such layout factors as a summary at the top, bullets and lists, and short paragraphs of text that are easy to skim and scan. Images should complement the text.
Your offer and value proposition should be crystal clear as should each link. The visitor should be in no doubt as to the action he should take.
Another factor of resistance is that of inertia. Bear in mind that no buying decision is ever made in a vacuum and that your user will have had previous online experiences, some good, some bad. All his past fears, hopes, failures and disappointments will be there with him. These experiences will influence his judgement and decision making processes.
One way to reduce inertia is to create a vivid picture of how your product or service will change his life for the better. Make sure everything is clearly explained and illustrated so there are no doubts in his mind.
Fear of the unknown is another issue. That’s why repeat visits are often necessary before a sale is made. Capturing your visitor’s email address and communicating via auto-responder is the best way to keep in touch and build up a relationship over time.