Martha is the marketer for Circus.com. She’s patterned the design of her web site after BigTop.com, a successful competitor’s site. Sales from the site haven’t been as successful as she hoped. She’s asking you for advice to improve the marketing effectiveness of her website. What advice would you give to Martha to make her site more successful?
- Focus on changes that improve user satisfaction of the site.
- Broaden the scope of products offered on the site.
- Remove all flash content and switch fully to HTML5.
- Provide a way for users to leave and read reviews from other customers.
Think about website visitors as customers in your local store. You should welcome them and provide the best possible experience.
Behind each click is a real person you want to engage with him. After grabbing visitors’ attention, make sure that engagement, searching, and navigation are as easy as possible. User experience on your website or app should resemble a good conversation.
Improving user experience is a process, not a step. You should develop your strategy and implement continuous testing.