05 Feb Clarity: Usability that’s Worth the Effort
You have to work hard, so the end user won't have to work at all.
Nathaniel Hawthorne, the 19th century writer who authored The Scarlet Letter, once said, “Easy reading is damn hard writing.”
If Hawthorne were here today, he might make a similar observation about developing 21st century eCommerce sites. Creating an effortless online shopping experience takes a great deal of time, effort, and skill.
Said another way: You have to work hard, so the end user won’t have to work at all.
At VSG Commerce™ (VSG), we guide clients to develop sites that offer a user experience so personalized that visitors not only become purchasers, but purchasers become lifetime customers.
Our not-so-secret weapon is clarity.
Clarity is the single most important factor in achieving the kind of usability that attracts and retains customers. Clarity trumps persuasion and the first seven seconds a person spends on your site are vital to success.
So, to move more customers through to your conversion funnel, spend less time designing in persuasive marketing appeals (which most people gloss over anyway) and more time pursuing the utmost clarity in your top-level pages.
How? To design with clarity in mind, you need to know who your target audience is and strive to meet their wants and needs. From there, you can make sure every page answers three questions:
*Where am I?
*What can I do here?
*Why should I do it?
And don’t ever assume that your view of clarity is a perfect match for your customers. Test! VSG clients utilize A/B testing to understand where to make changes for clarity and then measure the results. This method helps eliminate guesswork that can lead to costly oversights.
Know this: If visitors to your site can’t find the information they are looking for, they will leave; and most likely, they’ll never come back.
Let’s make sure that doesn’t happen to you.
Contact us to find out how we can quickly set you up to start improving your site’s clarity. 847-854-5990 x102