There’s a great book called by Steve Krug called Don’t Make Me Think: A Common Sense Approach to Web Usability.
It’s mostly about designing websites that are intuitive to the user. It was first written in 2000 if you can believe that, but it’s been updated since.
The “don’t make me think” philosophy is rule number one with your website–and possibly with your marketing too, depending on the context.
While on your website, if I have to think about what things are clickable, where to find information, what you mean when you say x,y,z, and almost any other part of your website, then you have lost an opportunity.
For the purpose of this email, let’s focus on one key area of your website: your conversion points.
Conversion points are the places on your site where a visitor becomes more engaged with your company. They are places where visitors (aka users) take the next step.
Conversion points include things like:
- Phone numbers
- Chat widgets
- Tour scheduling forms
- Call-to-action buttons
- Contact forms
- Sign-up links, etc.
Here’s some quick homework for you
Look at your website. Go to any page you want.
Now blur your eyes.
Is it obvious where you should be clicking? Does the desired next step stand out no matter where you are on your website?
If not, you might be making users think a little too hard. And that cognitive friction might just be enough to make them want to leave your website.
Ideally, your primary conversion points should be bright and unmissable.
Your main conversion point should have a distinct colour from the rest of the site. Ideally, they are visible at all times.
No matter where you are on the site, no matter how far you scroll, on desktop or mobile, visitors should know what next thing they need to do.
Below is an example of a site I helped design for iQ Office Suites last year. I’ve blurred it to give you the idea.
Is it obvious what the next step is to take?
There are two key options for the user in this picture. Both are totally welcome conversion points. Can you spot them?
In the future, I will talk more about conversion points and how to optimize them so that you squeeze every last possible lead out of your website visitors.
But for now, I want you to look at your site, blur your eyes, and tell me what you see.
Are you making people think? If so, you are probably losing opportunities.