makeagoodimpression.com

During the summer I talked about my plans to change our website. I had looked it at through a visitor’s eyes and found it too complicated.

I’d been helped in this by reading Steve Krug’s book, Don’t Make Me Think. And, I really felt that we were making it too hard for the visitor.

I felt that this was the reason why, although we were getting plenty of hits to the site, too small a proportion was making it’s way through to firm enquiries.

So, adopting the attitude that if it’s broke – fix it, we got on and changed the site. Nothing so much about the look, more the content. I wanted visitors to Get It - instantly.

So, we say straight up, in a couple of lines, what we do. Then we invite visitors to view animations of what it’s all about. As simple as that.

We invited some experts to preview the site, before it went live, and offer their comments. Generally, the view was that we told too much, and didn’t leave anything to talk to the visitor about once they’d viewed our site. We stuck to our instincts and went ahead with what we thought was right.

The results have been astounding. There has been an upsurge in the conversion rate from viewing to follow up. Visitors say they find it simple to understand and, by the time they’ve viewed the animations, they are certain that what we offer is for them.

The virtues of keeping it simple.

Tags: Keeping it Simple, Website Usability