How-to Tips #2: Customer Journey

Lesson 4

The best website contents will not work if you have awful browsing experience, i.e. the customer journey designs. A bad customer journey usually involves the following browsing experiences:

User experience

Slow website loading speed. According to Kissmetrics, 47% of web visitors expect a website to load in less than 2 seconds, and 40% of web visitors will leave the website if the loading process takes more than 3 seconds. Work closely with your web developer to avoid this problem.
Wordy website. People will not spend time to read webpages full of text, hard to understand jargons and language, or thesis-like page. No matter how best your product is, it is a poorly presented and disengaging homepage or landing page.

Navigation experience

Multiple menu choices. Have you visited a homepage with multiple menu choices and eventually you forget to come back or lost yourself where you started? In the conversion-focused website, the menu is a distraction. If you need a menu, keep it between three and six choices at the footer section.
Non-mobile responsive design. A mobile responsive website automatically changes its layout to fit the screen size of the device you use. More people than ever before are searching online using mobile devices. If your website design is not mobile responsive, you will lose out to a large group of the potential customer and business opportunity.

By now you will notice that a conversion-focused website is not just about contents. Customer experience design is equally important at the same time. That said, you still need to nudge the visitors to take action for the next step. We'll take a look at how to create a persuasive call to action in the next lesson. See you there.