We’ve all been there. Finding a great brand product at a good price online, only to get so frustrated at the poor website infrastructure that you just up and leave. You may have even paid a little bit more to a different digital retailer just to avoid that negative user experience. This is way too common in the modern world – a great online marketing strategy that just does not foster a positive user experience.
Here at Nicoh, we know that a great user experience is the key to a successful online marketing plan. If your users can not intuitively access your content or understand your brand website, chances are they will not become loyal to your brand.
While there are arguments against the myth of shrinking attention spans, the truth is that users are simply becoming less tolerant of bad experiences. It’s easier than ever to simply switch to a different brand providing similar offerings at similar prices – and this is exactly what they do.
Below, we have identified some of the most common user experience issues inhibiting your otherwise engaging online marketing strategy.
Frustration, Repetition and User Experience
Alongside a sensitivity to frustrating experiences, web users tend to be quite sensitive to repeated content. This applies to repetitive words, repetitive phrases, as well as repetitive actions forced by poorly designed user experience.
Have you ever been in an online checkout, filling out your information (name, date of birth, address, payment details…) only to have one error – like a missed number – force you to repeat the entry of all your information? This will have a huge impact on user experience and can even cost your brand a sale.
The simplest way to address this issue is to implement the cache of information in the form fields. You can also provide automated form filling so, for example, when customers enter their postcode their state and city is automatically filled. Design centered on user experience means all necessary actions you require from your users are as seamless as possible, maximising the effectiveness of your online marketing strategy.
Alongside a simple checkout process, you need to concentrate on targeting your brand content within each page of your website. Fresh, creative and curated web content that targets the user experience will provide your brand with tons of positive sentiment from users. Often this can be implemented within a great Search Engine Optimisation (SEO) marketing strategy, so can simultaneously maximise your audiences and keep them happy!
Navigating Your Online Marketing Strategy
As you design your website, you are crafting what many refer to as a ‘sales funnel.’ This funnel dictates the way users navigate your webpage, from where their eyes fall and move through your content. Navigation cues can create a positive user experience by making the website act as intuitively as possible.
This begins with the navigation pane. Navigation menus need to hit the sweet spot of allowing users to access information they need, while not overwhelming them with too much information. Clunky, too-large menus are just as negative for user experience as limited, restrictive menu.
By focusing your navigation menu to align with your target users wants and needs you optimise user experience. This can include developing a brand FAQ, having a clear About Us page, and search option. Many e-commerce websites inject their online marketing strategy into their design. For example, some brands place their most popular product categories directly into the primary menu line instead of burying them in the sub-menu. This allows for a seamless user experience as well as targeted product features and SEO potential.
Online Marketing and Accessibility
While there has been a rapid move away from overly flashy web design over the last decade, there are certain elements of early web design that have hung on. Elements that may seem visually appealing to the designer or brand – like cluttered imagery and flashing text – can work to alienate your audience.
The Web Content Accessibility Guidelines (WCAG) 2.0 is a document that recommends methods to make web content more accessible. These principles focus on the user experience of those with reduced sensory experiences (like sight and sound), maximising the readability of your site. By being familiar with these guidelines, you can make the most of the user experience of your website.
Having a consistent contrast ratio between your backgrounds and texts not only assists those with limited eyesight but makes your content easier to read for everyone. This can be enhanced by having a minimum font, plus adjustable increased font sizes. While this may not necessarily suit all websites, it is important to consider a broad range of abilities when setting your online marketing strategy. User experience is best when the user is comfortable with what they’re seeing, especially when that experience is customisable.
Not only will presenting a strong, well-contrasted and organised website represent your brand well, it will fortify your navigation cues and positive user sentiment.
Your Brand Promises and Targeting
Beyond the HTML walls of your website design, your online marketing strategy must be built on truth. Making false promises regarding your product, service, offering or other vital information will of course impact your user experiences.
Particularly, millennials are the review generation. Rarely does anyone make a purchase from a brand without doing some type research these days – whether it’s through your website or an external site. While you can’t necessarily control what others say about your brand outside your own domain, you can work to prove your worth.
Providing a comprehensive, truthful Frequently Asked Question (or FAQ) section in your website is a good start. If you are an e-commerce site, providing clear information regarding your returns and shipping policies is equally as important. Every brand can benefit from having an About Us page that outlines your business – who you are, what you hope to provide, and why people should align themselves with you.
Of course, ensuring you are contactable is another vital aspect of your user experience. Users are less likely to trust a brand that does not provide at least an email and phone number, if not an address. You’re allowed to have roots in the real world, even if your brand only lives through your online marketing.
So How Can Nicoh Help?
At Nicoh, we work with you to ensure every user experience is a positive one. From SEO to online marketing strategy to finance and accounting, we make sure you’re with us 100% of the way. Our team of digital specialists will enable you to craft a loyal brand customer base and vibrant digital presence.
Contact us today to kickstart your online marketing strategy with a FREE consultation and website audit!