* "Only connect. . ." E.M. Forster, Howard's End

Saturday, June 11, 2011

What Do 76% of Consumers Want From Your Website? [New Data]

76% of consumers say the most important factor in a website's design is "the website makes it easy for me to find what I want."
What does this mean for marketers?

Don't obsess over the visual design of your website

Do obsess over the usability by your customers and prospects

Don't worry if you or the CEO think your website design does not look pretty

Do worry about the conversion rate of your website (Are people finding what they need and completing their tasks?)

Don't use flash, heavy graphics, or tons of video

Do use these things if it helps your customers get what they want from your website

Don't reinvent the wheel when it comes to design and layout

Do use a basic layout that will be familiar to your customers

Don't differentiate with the design/functionality of your website

Do differentiate your company by making it really easy for your customers to find what they want on your website

Test, test, test! The only thing that matters is what your customers do on your website.

Sit down with a potential customer, and watch them use your website. See if they can figure out how to get what they want; see if they can easily do the tasks you want your consumers to do. (e.g. "Show me how you would register for our free demo.")

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/14953/What-Do-76-of-Consumers-Want-From-Your-Website-New-Data.aspx#ixzz1OmgPDWOx

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