Why Removing Elements from a Page is Better for User Experience and Conversions

When it comes to user experience and conversions, less is often more. In this blog post, we will discuss the benefits of removing elements from a page to improve the user experience. Too often, businesses focus on adding features to their website to solve problems or improve conversions. However, this can often have the opposite effect – coining the term "feature bloat." Feature bloat occurs when a website or product has too many features, which can lead to confusion, a study by Forrester Research found that every additional field on a form decreases conversions by 11%. By removing elements that are not essential, you can simplify the page and make it easier for users to accomplish their goals. So why is it that businesses are so focused on adding features?

The Human Instinct

Because businesses are full of humans and fall foul to human bias'. When humans are posed with a new problem they are much more likely to consider solutions that add features rather than remove them. This is a cognitive bias known as the Availability heuristic. The availability heuristic dictates that humans judge the probability of an event by how easily examples come to mind. So when presented with a problem, our first thoughts are of solutions that add features because they're more available to us.

Removing features or elements in an application is a lot easier than adding features. It's also less risky. So why don't we do it more often? The answer is twofold: first, we don't like to give up features that we've spent time and money building; and second, humans are bad at estimating the value of something that isn't there. This is known as the sunk cost fallacy. The sunk cost of preexisting features is a huge hurdle for businesses to overcome. We conduct existence testing with our clients to ensure each feature of an application or website is earning its keep!

 

Think Differently

Then what can we do to make sure we're not missing out on high-performing but low-effort solutions? We need to be aware of our biases and make a conscious effort to consider all potential solutions, even those that seem counterintuitive. This can be difficult, especially when time is tight, but it's important to take the time to explore all possible options before settling on a solution.

Having strong and objective prioritisation frameworks is great support. You can build in point weighting for solutions by removing elements. This will help you to compare and contrast different types of solutions more objectively.

There are some great examples from companies where removing features can have a massive impact. 

 

Learn From Others

Slack and their "Remote Screen Control" feature. This enabled users to take control over the screen and interact with the applications the host is sharing. 

“Slack ultimately decided to kill this feature. First, it was a niche feature, with relatively low adoption, which was not strategically aligned with the long-term goals of the company. Second, there was a high cost and complexity with maintaining it, especially as we were working through a re-architecture of the front-end.” Fareed Mosavat – VP of Programs and Partners, Ex-Director Product Growth at Slack

We run lots of experiments removing features, as mentioned previously Existence testing. One of the more recent ones for P&O Cruises is the removal of the sticky header. Sticky headers are when the main menu and other elements are fixed to the top of the screen as you scroll down. They are in vogue and are considered best practices in some industries. We found that the sticky header was impacting customers negatively, fewer people were progressing through the journey and purchasing the products significantly! Users were 1.3% more likely to progress through the journey. Our takeaway from this is to consider the value of a sticky header when selling complex products and test everything!


Visual Commerce: What it is and why it’s important

It’s hard to deny that we live in a visual world where the way a thing looks can and almost always will have a huge impact on how it is perceived. This goes for the front of a store or a house, often referred to as curb appeal, to what we see on social media platforms like Instagram. For an influencer image is everything.

Where the commerce bit comes into play has been hyper-relevant during the pandemic and as habits shift are becoming more and more important for any business that operates at kind of presence online.

It is essential where buyers may not or cannot have a chance to visit a brick-and-mortar store or handle products in person. They become entirely reliant on visuals and the days of just pictures are over.

 

Visual Commerce in a nutshell

It essentially involves using visual content, front and centre, for marketing, branding and sales purposes. It is core to the strategy for helping customers learn about products and create connections with the brand.

It includes way more than just product images. For it to sing, it needs to include high-resolution photography, videos, and augmented reality.

By adopting visual commerce you’re aiming to dramatically enhance the customer experience by offering more than just ‘regular’ visuals they’re either expecting or coming across when dealing with other retailers.

 

Here’s why customers love it

There are a bunch of reasons why customers gravitate toward visual commerce and here are just a few.

 

Drives Engagement & Purchases:

As mentioned before people are drawn toward things that look good or are interactive. Having compelling visuals attracts customers and encourages them to engage.

It only takes 13 milliseconds for the human brain to process an image, which is 60,000 times faster than text and it only takes 50 milliseconds for someone to form an opinion about what they’ve seen, like your website. If you’re trying to get information across images is a great way to do it.

And when we look at how it is shared, images produce 650% higher engagement than text-only, and they achieve an interaction rate of 87% compared to 4% or less for things that are text or links only.

When it comes to AR, 71% of shoppers said they would shop more often if they could use AR, 61% said they would choose to shop with stores that have AR over those without it and 72% of shoppers that used AR in their shopping journey said they purchased stuff they didn’t plan to buy, simply because of using AR.

 

Discovery and Education

Visual content is key to discovery and education for customers. Video tutorials can help solve problems, answer questions and drive desire whilst AR allows people to get closer to products that ordinarily can’t be picked up or seen in person.

And we’ve all been subject to that moment when we’re scrolling through Instagram and something makes us stop or even scroll back down to take a second look. That is the power of visuals and their ability to create a discovery moment.

70% of B2B buyers watch videos during the purchase process and 4 x as many consumers watch videos about a product rather than read about it. Generally, people are 85% more likely to buy a product after watching a product video and when it comes to AR, 77% of users said they use it to see product differences such as possible variations of colour and style and 65% use it to find out more information about a product.

 

So, what could it look like for you?

There are plenty of ways that it can be implemented using great images, video, and AR and of course, combining multiples into a single experience. This tends to be the case for the companies that are doing it well. Here are just a few examples that show it in action.

 

Configurators

These are becoming more and more popular with companies that offer products that can be ordered in customised configurations. A lot of car manufactures have adopted more advanced versions of these, but they can apply to just about any product where customisation or choice is part of the ordering process.

Tesla has a great example of a configurator at work. They have for the most part encouraged potential new owners to order their new cars online and as such have created a fantastic clean experience.

But they’re amongst great company. Manufacturers like BMW, Mercedes Benz, Porsche and Alfa Romeo all offer some kind of builder on their websites and the best combine it with a 360-product model, matched to the configuration so that people can experience the car from all angles.

 

 

Another company doing it well is Steelcase. Their range of home and office furniture is fantastic, and they offer the ability to match the accessories and finishing to match needs and interiors.

 

 

Again, combining the option of either 2D or 3D gives people the chance to interact further with the product during the ordering process.

 

Augmented Reality or AR

AR is a technology for many that is still somewhat unknown or misunderstood. The result of the pandemic and the popularity of games such as Pokemon Go has really driven interest from consumers and awareness from manufacturers and sellers.

There are plenty of companies already making great use of this technology by taking the 360-product models that others are using and allowing users to bring it into their homes or create try-on solutions.

One of those is Etsy. They rolled out the ability via their app to allow shoppers to try pictures for sale, in their homes, via AR.

 

 

Having this as an option means no more measuring tapes and trying to figure out if the picture will fit in the space you have. You can literally see it on the wall before you buy it. This is a great example of what AR can do to drive interaction and remove doubt from buyers’ minds.

Virtual try-on is another place where AR is really making strides. Be it a watch, shoes or sunglasses giving people the chance to get up close to products without the need to have to deal with shipping and returns is great not only for the customer as it is a lot more convenient, but businesses can save on the logistics and the environment benefits from not having to have extra parcels on the road that are essentially just going to do a great big loop.

One of those offering this service is Monc. They offer several of their sunglasses models as virtual try-ons from their website when using a mobile device. It allows a person to see what the glasses will look like on their face with an incredibly high level of accuracy, adapting to lighting and movement but they also offer the ability to see the glasses in 360 so that you can get up close with the detail of the product.

 

 

Video

When it comes to creating an incredible experience with exceptional video it is hard to beat Apple. It is so well incorporated into the total visual commerce experience that you can be forgiven for not even realising that you’re consuming video whilst navigating their website.

Every element where value can be enhanced using video, it has been implemented. They use it to tell stories and demonstrate features and functions teaching the users how to use their products as part of the product discovery process.

 

 

Another example of great use of video as part of the buying experience is being done by PrettyLittleThings. They use video in the form of catwalk videos. These show the clothes on real people moving and turning around in the items you’re looking at giving them a real sense of what they’ll be like to wear.

 

 

Most people are aware of the tricks of the trade when it comes to photography and by using video you remove any doubt that photoshop has been used to make the clothes look like they fit better than or that they have been size adjusted on the model with pins and clips to make them look better.

During our research, we came across entire threads on the internet where people were sharing links to sites that have this catwalk video option because they refused to shop with people online who did not have that option open to them.

 

360 Images

We have talked about this as part of configurators and within AR but they have a use in their own right. Giving people the option to view products, especially big ones, from all angles helps with decision making.

Heals have implemented this for their furniture and most notably with their sofas. When you load the product page, it is the first image you’re greeted with and it encourages you to drag the product around and take a look at it from all angles.

 

 

So, what are you waiting for?

We hope that we’ve been able to demonstrate the value that visual commerce has when it comes to creating incredible experiences and that more and more businesses will see that the longer, they take to adopt some of these tools and methods, the further behind their more forward-thinking competitors they’ll fall.

These things are not nice to have, they are expectations of the consumer and avoiding them is done at your own peril. It’s not too late to push forward and create memorable experiences people want to share.

And the good news is that if you’re serious about it and need help making it a reality, Eclipse can do just that. Come talk to us and let’s create more personalised experiences for your customers that genuinely make a difference.


Our Top 5 Most Read Posts in 2021

2021 is finally over and the new year has begun bringing with it the hope of normality and a return to life amongst our friends, family and work colleagues but we thought we'd take one last look back at our Top 5 Most Read Posts on our blog during 2021. Some of them date from earlier than last year and this highlights the value of great content.

We wrote a fair amount of articles over the year from opinion pieces on the industry to guides on how to get the most out of your digital store front through design and CRO and these 5 are the posts that our readers shared, engaged with and spent the most time with.

Here are the Top 5.

Convenience is Key for Customer Satisfaction

Read Post


The Good And Bad of Microcopy

The Good and Bad of Microcopy

Read Post


Person shopping on phone

Understanding the Buyers Journey and Why it is Important

Read Post


What will it take to Survive the Future of Retail

Read Post


6 Ways to find out what your Customers think about You.

Read Post

 

We hope you enjoyed all our posts and insights in 2021 and that you'll be joining us again this years as we've got even more great stuff planned.


The Importance of Personalisation

The picture in the news media around retail spending, especially in-store is not great but online is still standing strong and is substantially higher than it was in February 2020, before the pandemic started.

It’s just more signs that shopping habits have shifted and even when spending is down, the people that are shopping are choosing to do it online first.

What this means for customers is more choice and for those who are running online commerce stores, more competition.

It is your job as a business owner to find a way to stand out in the crowd, create incredible customer experiences and win and keep new and existing customers. There are a few ways to do this, and we’ve talked about several of them on this blog but one that we think needs a special mention, especially since it is so powerful, is personalisation.

 

What is Personalisation?

Optimizely explains it well. “Website Personalisation is the process of creating customised experiences for visitors to a website. Rather than providing a single, broad experience, website personalisation allows companies to present visitors with unique experiences tailored to their needs and desires.”

The concept behind this isn’t new. We’ve been exposed to it for years. It might be that your favourite café or restaurant just knows what you’re going to order, or they can suggest something new based on what you’ve had in the past. It might even be that whilst you’re in a store your experience changes based on what you’re looking at, the time you’ve been in the store, how you’re dressed or who you’re with. They are all cues to the sales team to offer help, make suggestions and recommendations and just make your shopping experience feel like it is tailored to you.

 

Making It Digital

As Optimizely puts it “Website personalisation attempts to use data to take that same level of one-on-one attentiveness and translate it into the digital world”

It could look like this:

  • Online retailers provide targeted offers to shoppers based on browsing and buying behaviour.
  • Travel sites can present visitors with promotions based on the current weather or season.
  • News and other media outlets can surface specific videos to viewers based on where they live.

But it can also go beyond just the website and even into mediums such as email, linking it back to a personalised experience online.

 

Why it’s Important

Customers’ expectations have shifted and continue to shift through this incredible change we’re going through.  So much so that it is as the point that people expect a personal digital experience that mirrors the typical level of personalisation, they receive offline. They want to spend their money with people that get them, make their lives easier and offer incredible levels of convenience. And this is not just our opinion. Research continues to tell us this is what people want.

 

It’s in the Numbers

We’ve scoured the research and pulled together the numbers that you need to know. They’re everything that will convince you that personalisation is the way forward and they’ll help you build a business case for why it needs to be included in your strategy.

We’ve put them together in a handy e-book that you can download and keep or read it online if you’d like. Just click the image below and the pdf will open in a new tab for you.

 

 

Need Some Help Making it all Work?

If you’re ready to start working on ways to create incredibly personalised experiences we’re here to help. Our experience team has worked with very well-known names on their personalisation and have gotten some awesome results. You’ll find a case study of just one of them in the e-book, but we have other case studies in our work section too.

All it takes is for you to reach out and one of our experts can talk you through how to get started.


Want more people to see what you’ve got to sell? Google can help for free

So, it is almost an unavoidable fact that when people are on the hunt for something the first place they go is the internet. Whether it be on their mobile or via a desktop connection, they’re hitting a search engine to see if they can find what it is they’re looking for.

And in most cases, that search engine is Google.

The challenge for you as a retailer is to make sure that your product can be found when people start looking for it.

Well, we have some good news. Google is making it easier for you to do this and the even better news is that it is free.

 

Welcome to the Google Merchant Center

Google Merchant Center helps you get your shop and product info into Google and make it available to shoppers across Google. That means that everything about your shops and products is available to customers when they search on a Google property.

By adding your products to Google for free you’ll get it in front of shoppers who are using the Shopping tab, Google Search, and Google Image Search. And if you choose to, you’re also able to promote your products with ads later that can boost the traffic to your online store.

 

 

Getting Started is Easy

The team at Google have made it easy for you to get started with a full onboarding guide on the Merchant Center website and by creating this handy infographic that gives you the full breakdown in an easy-to-read format. Click the image below to open a full copy of the infographic that you can also save a copy of, so you've always got it handy.

 

You can also get to the infographic here

 

Making the Most of the Increased Traffic

Now that you’re set up and your products are featuring across Google, you want to make sure that you’re offering the best experience to those that visit your website.

Is it easy for people to find the information they need? Are they able to find answers to any questions they might have through FAQ’s or via live chat? Is the checkout seamless and does it offer all the payment options that people are looking for?

If the answer to those questions is maybe or we’re not sure, then the Experience team at Eclipse are here to help. This team of experts make sure that your website is offering the best possible experience to your customers so that you don’t miss out on any opportunity.

It’s as easy as just reaching out to us and having a chat. We can take a look at what you’re working with and see what can and should be done to enhance the experience for your customers.


Are you Confusing Customer Experience with Customer Service?

Customer service and customer experience are two terms that are constantly getting thrown around in business, but do you know exactly what they mean? The phrases are often used interchangeably and, in some cases, thought to be the same thing, but in reality, they are different.

To try and put it simply, customer service is one part of the overall customer experience.

Customer experience is the journey a customer takes with your brand, from gaining initial awareness to post-purchase care and support. Customer service, on the other hand, refers to a single instance when a customer reaches out for help and support during this journey.

What is important to understand is that both are equally as important when it comes to the success of your business. You can’t do one well without the other, which is why it’s so important to understand what they are and how they are different.

 

The Customer Experience

Like we said up above, the customer experience, often abbreviated to CX, is the entire journey a customer takes with your business. It is one of the things that allows you to stand out from your competitors and make you and your brand shine. And for a lot of customers, it can make or break their chances of buying from you again or referring you to their friends, family or extended networks on social media.

It’s so important that from a survey SuperOffice ran with business professionals they discovered that customers spend 140% more and remain loyal for up to 6 years when they rate a company highly for customer experience.

‍Customer experience always involves all the different customer interaction points you have on offer. It covers things like your website and your eCommerce store, your social media channels, any kind of live or video chatyou might offer, and even your in-store experience (if you have storefronts).

The key to creating an awesome customer experience, which is something we should all be trying to do, is to make sure all the different points where a customer interacts with your brand are linked up, easy to use and offer the same level of attentiveness and care. Making things seamless and convenient will pay for itself countless times over.

Offering the ability for customers to jump between channels like from your social media to your website to onto live chat, as part of an omnichannel customer experience is vital.

 

Customer Service

Where it might be hard to come up with an example of customer experience, we can all come up with an example of customer service, be that good or bad, pretty quickly.

Like we mentioned up above, customer service a single instance when a customer reaches out for help and support during their journey, be that at the beginning, middle, end or even post-purchase.

And because customer service makes up one part of the customer experience, providing good customer service is essential to providing a good overall customer experience.

Getting this wrong can be an expensive mistake. Consumers are 2 times more likely to share their bad customer service experiences than their good ones and 82% of customers have ceased business with a company because of poor customer service.

And if you think you have it right, it is always best to triple check that you have. In a survey undertaken by Bain & Company, they found that 80% of companies say they deliver “superior” customer service. When the same question is asked to customers, only 8% of people think these same companies are really delivering.

So, what can you do to get these two right?

Although they’re part of the same journey, the tactics are a little different. The biggest thing to note is that for the most part, customer experience is proactive and customer service is reactive.

That doesn’t mean you shouldn’t be prepared to deliver the best possible customer service at any given time by having processes in place and being timely with responses.

The one thing I can tell you from personal experience is that no communication is way worse than communication that sends the update that there is no update. People hate being left in the dark and letting them know that someone is thinking about or doing something to resolve their issue is worth its weight in that proverbial gold.

We’ve found a few tips that will help you not only develop a great customer experience but tie in customer service and make them both shine.

 

Develop a relationship mindset, not just a transactional one.

You want to be creating relationships with your customers and not look at things as a series of separate interactions that just happen to take place.

This means keeping track of what they’re doing with you and tools like Zendesk and Hootsuite can work well together and bring everything into a single place and when linked with customer purchasing and browsing history you can create a solid profile of who your customers are and the types of experiences that resonate with them.

 

Follow the data and the money will follow.

And following on nicely from that is another great tip. Customer experience is strategic, not tactical, you need to know where the value is coming from, and where you’re throwing good money after bad.

If you know what makes your existing customers both tick and run away, you can optimise to do more of what they like and less of what they hate without the need to just rely on instinct.

Invest in good data with things like user testing, A/B testing and keeping a record as we mentioned above and you’ll for sure get better and what you do.

 

Close the loop between customer service and customer experience and learn from it.

Customer service shouldn’t be a dead-end or an island unto itself. Develop feedback loops between customer service and other key departments. Every single customer service interaction is an opportunity to learn and improve and do better.

If you’re just sticking the information somewhere and patting yourself on the back for a job well done, you’re literally hiding gold. Don’t do that. Share it around and find ways to make sure it doesn’t happen again.

 

Need some help with either?

If you’ve read this and gone ‘that’s great but where do I start?’ you’re bound to not be the only one.

The answer is to come talk to us. We have a team of experts in our Experience team that do this stuff for a living, and they love nothing more than being able to share their wisdom with others.

When you reach out to us, we can have a chat about your goals or frustrations and make a plan to fix them, achieve them or absolutely smash them out of the park. Just know we’re here when you need us.


Here’s What Customers Want From Direct To Consumer UX

If you hadn’t noticed eCommerce is on the rise and has been for a while now but alongside traditional retailers finding a way to get their store online, there has been another shift taking place. It is gaining momentum and there are more and more examples of it becoming a defining point of success for businesses.

What we’re talking about here is Direct to Consumer. More and more manufacturing brands are taking advantage of the benefits of taking total control of a sales channel and selling directly to the people that are using their products.

However, along with all the benefits and just like everything in life, there are a few challenges. One of which is the expectations of your customers. You might expect that they would be the same as what they would be for multi-brand and traditional retailers. And to be fair, that is not a bad assumption to make but new research from Baymard is letting us know that this isn’t the case.

The Baymard research team spent 1,440 hours usability testing and researching Small Catalog, Direct to Consumer website features, layouts, content, and designs leading to their latest research study on Direct to Consumer UX.

The research is based on more than 217 qualitative user/site usability test sessions following the “Think Aloud” protocol (1:1 remote moderated testing).

The test sites covered smaller Direct to Consumer brands with smaller product catalogues including beauty, apparel and accessories, cookware and fitness. Some of the brands included Allbirds, MVMT & Daniel Wellington.

What they found even with testing a broad variety of smaller Direct to Consumer sites, was that users would repeatedly abandon Direct to Consumer sites due to issues with the layout, content types, or features. In fact, the users encountered 1,370+ medium-to-severe usability issues on the smaller Direct to Consumer sites.

For the report, they analysed and distilled the results into 413 guidelines found within their research study. These cover most aspects of the Direct to Consumer experience, at both a high level of general user behaviour as well as at a more granular level of specific issues users are likely to encounter.

What you'll find here is some key highlights that’ll help when you’re working toward getting a Direct to Consumer offer into the market.

 

Things To Consider When Making Direct To Consumer A Success

 

• Customers Want to Get to Know You First

One of the things that Baymard discovered during the research is that where customers of traditional B2C businesses are likely to be looking at the product price, variations and returns policy, for example, when making buying decisions, consumers are rarely making buying decisions based solely on what they think of the brand itself.

In stark contrast, users on Direct to Consumer sites typically want to “get to know” the brand and products at a deeper level before they make a purchase decision. In fact, many users want to feel like the site shares their tastes, values, and goals.

And this is supported by research from Diffusion. They found that perception is driving purchasing with 44% of consumers believing Direct to Consumer brands produce a higher quality product at a lower price point than traditional competitors and nearly a quarter (23%) perceive Direct to Consumer brands to be an authority of what’s cool and on-trend.

All this dictates the type of information you need to provide on your Direct to Consumer site beyond just “the basics”. That being what is expected by users on almost all e-commerce sites. Things like product titles & images of the products. But it also changes where and how the information is presented.

 

• The Homepage is More Important Than You Might Think

What Baymard found during the research is that when consumers are visiting Direct to Consumer sites, a first step for them was to spend more time exploring the homepage than what’s typically observed or expected of users during general B2C testing.

As an example, consumers on more traditional B2C sites like John Lewis or ASOS, will often start by going directly to the search bar or the main navigation, to quickly drill down into the site to begin finding products of interest.

But, during their Direct to Consumer testing, consumers tended to first scroll through the homepage, considering the highlighted content, to determine if they should spend any more time on the site.

 

• They’ll Dig Deeper to Find Information Before Buying

Another thing that came out during the research was that consumers spent more time digging deeper for particular pieces of information. This included heading to About Us pages and for lists of faqs so that they could answer not only basic questions but also more specific ones.

Our tip here is to 1, make sure the information is on the site and 2, it’s easily accessible. This should help entice consumers to stay around longer. If they’re able to answer a question with a piece of information either about your brand or products it could pique their interest and engage a buying motivation.

 

• How the Site Looks is Just as Important as What is on it

Beauty may be in the eye of the beholder and the devil may be in the detail but there is one thing that the research found that, for me, has always been a suspicion.

When it comes to big retailer websites, the ‘industry experts’ can point out the differences all day but to the standard end-user, they’re much the same. While some aspects of design differ, for most users the design aesthetics of larger e-commerce sites rarely have much impact on their decision whether or not to purchase from the site. For them, usability is much more of a driver.

However, when it comes to the smaller Direct to Consumer sites, users tend to want to feel like a site is representative of their own individual taste, or at the very least that the site’s design aesthetics aren’t offensive to them.

And take note of this little insight. The research found that some users during testing were observed to abandon sites solely due to their dislike of the design aesthetics — not even venturing off the homepage to support their decision.

Now, what nobody would ever advocate is trying to cater to every individual user’s personal design-aesthetic preference because frankly, that is an impossible task. But pulling in some of the more eccentric design decisions and going for a simpler but still, bespoke approach was observed to perform well for most users.

 

Final Thoughts

Direct to Consumer sites have many challenging tasks facing them when it comes to perfecting the user experience.

There is no one size fits all approach, and each brand is going to face a slightly different set of challenges, but the good news is that the research is out there to help and even more importantly, there are experts out there that have made this their business and passion.

One of those businesses is us. At Eclipse we’ve got a team of experts in the Customer Experience team that can design, implement, test, optimise and further develop the customer experience for your business and drive continued growth through conversion rate optimisation and a long-term optimisation strategy.

Through user testing and experience testing, directly with the types of people that buy your products, the research and data help remove emotion and gets to the core of creating a great customer experience.

All you need to do is reach out to us and have a chat. We’re here to help you build, test, develop and optimise your Direct to Consumer channel.

And if you’d like a copy of the research, you can get access to all 413 DTC UX guidelines, available today via Baymard Premium access.


Things Customers Hate About Websites (So You Might Want to Avoid Them)

Websites have been around for what feels like forever at this point and people spend a lot of time online. The amount of time people spend online has only increased massively since the covid-19 pandemic changed the way we live our lives.

As a result, we’ve all been exposed to more websites than ever before and there are things that some of them do that really annoys us. So much so that people will turn around and get the heck out of dodge, not sticking around to take a look.

We’ve done a little research and found the things that annoy people the most. Hopefully, your site isn’t guilty of anything of these things but if you are, now you’ll know and you’ll be able to fix it.

As always, if you need a little help the team at Eclipse are here for you. So, let’s take a look at what we found. And so you’re aware, there is no particular order to these, you’re going to want to fix them all.

 

Multiple Pop Ups That Come Out of Nowhere

Don’t get us wrong, if used well it is a great example of a feature that can help drive positive visitor engagement and can often be a good User Experience. A strategic pop-up – such as an exit notice or notification of an event or specific piece of content that relates to the page they are on – can be effective.

The problem comes in when pop-ups are everywhere, repeat way too frequently or are just plain nonsensical. It causes distractions and visitors to the site don’t want to have to be dealing with having to keep shutting down intrusive mini windows. You can be assured that their next click is likely to be away!

You did all the hard work getting them there, why put up barriers and click tests all over the place that distracts from the reason they arrived in the first place.

Ensure the marketing team is thinking about what is there already before adding a new one and always ask the question, do we really need it?

 

Slow Loading Pages

This feels like one we shouldn’t have to talk about anymore. Surely everyone understands that slow-loading pages are annoying. Having said that, it is still a problem for a lot of websites out there.

Visitors to your site expect swift loading times, and responsive website designs that function brilliantly on all browsers and devices. If you’re offering a slow experience, the visitor is going to bounce.

Amazon found that just a one-second delay could cost Amazon $1.6 Billion in sales – head here to find out why.

You can always check your load speed performance and you should do it regularly. Just head to Google’s page speed tool and enter your URL.

 

Little or No Contact Information on the Website

Having contact forms across the website and on your contact us page is great, and it is definitely something you should be using, but it can’t be the only way to allow people to get in touch with you.

It should not be a quest for fire when anyone goes looking for an email address or phone number. If your visitor or customer needs help, they want it now. They don't want to fill out a form and wait to see when, if ever, they get a response.

Let people get in touch with you via email, phone, and social media, and make that information available on your website. And if you’re able to man it well, live chat can be a great way to deal with quick questions people may have.

 

Asking for Too Much Information, Too Soon

So, your customer has added some stuff to the cart and is ready to check out but now you’re asking them to give you their life story before they can hand over the money. This is the fastest way to drive up cart abandonment and drive your conversion rate into the ground.

Requiring registration or even an entire account set up, before any transaction is a terrible idea. Users will be at best reluctant and at worse highly suspicious. It’s far better to let them check out as guests and offer them the ability to create an account post-purchase, should they choose to create one. And why would they be likely to do it post-purchase? Shipment tracking.

A usability test run by Jared.M.Spool allowed customers to continue and purchase on e-commerce websites without the need to register and the results were phenomenal. “The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.” – Read the full article over here.

 

Spelling Mistakes and Out of Date Information

This is a pretty simple one, just don’t do it. There is little to no reason to have spelling mistakes all over the place.

There are countless tools, such as Grammarly and Hemmingway that take the basic spell check and kick it up a gear. Spelling mistakes really are in the category of unacceptable and drive down trust with potential buyers. It is also just plain unprofessional. If attention to detail on the website is missed, just think about what impression you’re making regarding customer service. It does little to create ‘good faith’.

Out of date information falls much into the same category. You’re doing nothing to help build trust with both new and existing customer relationships by having it all over your website.

It talks about the attention to detail and duty of care. Personally speaking, I am not about to drop any money on a purchase with a website that gives me a moment to pause and think about its legitimacy.

 

You’ve Got Broken Links All Over the Place

It’s hardly a shocker that users want websites that work. Clicking on links that lead to a 404 – page not found is more than annoying. It doesn’t matter how cool or quirky you’ve made the page, visitors just don’t want to see it and in all honestly, there should be little reason to have broken links all over the place. It also creates other problems. Did you know broken links can also hurt your SEO?

When Google's search engine crawlers discover broken links on your page, it decreases your site's search rankings putting those sites with working links right in front of you.

It is common for links to break from a site migration, page update, change in site architecture, or even just a typo but before you make any changes make sure that you add link checking or re-direction to the task list. Don’t let it become an afterthought.

Broken links interrupt the user experience and ultimately translate to lost revenue for your business. A good web developer can do wonders in helping you fix your site’s broken links. You can also make sure your links are all working by crawling your site with a program like Screaming Frog or SEMrush.

 

This is Just the Tip of the Iceberg

The problems mentioned so far are undeniably annoying, but it just scratches at the surface of what drives people crazy and pushes them away from your site.

Things like difficult or broken navigation, out of date look and feel, bad cheesy stock images everywhere, not working on all browsers and devices and having forms with way too many fields that need to be filled in before they can be sent kills the user experience.

Getting a website audit done and starting a continuous programme of conversion rate optimisation that builds on driving iterative change and improvement to your site is the best way to tackle the problems, improve on the experience you offer and make sure that you’re making the most out of the customers that visit your site.


Conversion Rate Optimisation Statistics You Need To Know | Infographic

We spend a huge amount of time, effort and money getting people to our websites. This might seems like a pretty hard task at times but in all honesty, it is the easy part. The challenge comes in when you try to get those visitors to convert.

This is by far the most important part.  The smallest difference in your conversion rate can make a big difference on your bottom line. If you can increase your conversion rate a single percentage point from 1% to 2%, you could double your revenue.

We came across an awesome blog by Startup Bonsai where they pulled together a list of CRO Statistics and we took a few of the key ones and put it into this infographic. They're the stats you need when it comes to winning over the key stakeholders in your business on the subject of CRO and the benefits of an investment into a long term CRO strategy made up of continuous testing and improvement.

Give it a read, share it around and when you're ready to create a strategy and put it into action, come talk to us.

 

 

Keep an eye out for our upcoming infographic on CRO tips and tricks and our next eBook, the first in our 'How To' series, How to Take a Business Online.


Laptop in coders view

You're Not Thinking About Accessibility Enough

Broadly speaking, making a site accessible means accommodating the range of ways that users can interact with your product, regardless of experience, capability or disability. Often people think of accessibility in terms of extremes; how would a blind person interact with a site? 

While it makes sense to prioritise things that are going to take more effort to integrate and test, the truth is, your potential user base is almost infinite its combination of characteristics and capabilities, and a truly accessible site should be able to accommodate them all.

It can sound like an unachievable goal, and for product owners trying to apply accessibility standards to an already existing site, knowing where and how to start can be difficult. However, the key and most important things are to start. 

Legally required levels of accessibility are no longer things reserved for government organisations. Legal requirements mean predetermined standards and probably the most widely adopted standard are those laid out in WCAG. These are a set of standards created in cooperation with individuals and organisations around the world, to provide a single shared standard for web content accessibility that meets the needs of individuals, organisations, and governments internationally.

It’s all too easy to decide “this site will be AA accessible”, by which it meets the mid-range level of conformity, and work backwards and forward from there. Making a site accessible can simply become working through a checklist; do images have alt tags, are the contrast ratios high enough on the buttons? While this in itself can be a valuable process to go through, but it isn’t the whole story. At the end of the day, it’s crucial to remember the whole reason for undertaking accessibility improvements; your users. 

User experience is the ultimate test of success on your site. Better user experience often means a better conversion rate. Your user base can vary widely, and while you can follow best practices and accommodate the 95th percentile, at the end of the day, there’s no substitute for user testing. 

It can be achieved many different ways, at Eclipse we often use A/B tests to decide the best approach to design. However you do your testing, you can be sure of two things; one, that it will give you a better insight into how people interact with the site, and two, there will be results that you were not expecting.

In a recent example, we were looking at the design of a CTA button. By adhering to the brand’s guidelines, the button was bright orange and the label text in the button was white. 

Following AA standards, the contrast ratio wasn’t high enough to be considered accessible. On paper, the label text should be dark. But that’s not the whole story. A sample group of test users actually found the dark label less easy to read than the white version.

 

 

 

It’s not uncommon; there are numerous examples of similar tests producing the same result. The contrast ratio guide is supposed to ensure that the label is legible for people with visual impairments like colour blindness. But even when all the users questioned where colour blind, they favoured the white label over the “accessible” dark label. 

There could be numerous explanations for this, but it’s important to consider the human factor in everything we design. The way we see things is inherently imperfect and everything needs to be considered in context. 

In the case of the button label, the preference for the white label could be explained by the irradiation effect. In essence, when there is a border between something light and something dark, our retinas actually shift the divide towards the dark, so that the white seems to bleed over slightly.

In the case of the button label, the white text feels bigger or thicker to our eyes. Again, context is important; our eyes perceive colours differently depending on the colour around them. For this button, it was also being used on a light page. All the white space around the button increases the irradiation effect on the white button label.    

Obviously, standards and guidelines serve a purpose. Even in the button label tests, nearly 40% of the users favoured the recommended accessible colours. The fact of the matter is, users who struggle are often a minority.

 

 

Guidelines help factor the needs of a minority into our design choices. Design can be subjective and we need to agree on some ground rules. Particularly when it comes to factors or impairments that might not impact us directly. It’s almost impossible to preempt all your users' needs, but it’s important to try. 

However, it’s also important to know when to be flexible enough to break those rules, to accommodate your users. The only way to know that definitively is to be having regular interaction with your users. Guidelines help you start that conversation, but ultimately it’s user testing that will let you know if you got it right.