Ever tried to find something on a website but met with endless streams of sub-navigation? Yes? Well, chances are you’ve had the displeasure of dealing with egg-hunt navigation. This is often attributed to poor UX and UI, where users are introduced to multiple different avenues of a website, rather than having a streamlined navigation system to the most important sections. This egg-hunt not only creates a poor user experience, but it fails to get users to achieve your desired business outcome.
Think like a customer
Websites are not created for other businesses. They’re dedicated online platforms that should appeal to your core audience and as such, your content should revolve around them. You may have a ton of interesting information, but if it’s not all seamlessly tied together, you’re creating multiple paths leading users to a dead-end.
It’s important in the creation of websites that people are not served a plethora of information – the human brain can only process and store so much! Limiting the amount of information to what really matters will improve the user journey. Put yourself in the shoes of your consumer and see what information is most important. This way you’ll be able to manufacture the journey required, led by relevant content and simple navigation.
Designers are not always businessmen
While designers can create beautiful websites, they often see it through a visual lens rather than a business one. Even if visually aesthetic, if a website is overloaded with disorganised content then essentially this is lazy design. A website is not just about getting all your content grouped onto one domain and then scattered among several landing pages, it should all blend together, enabling users to easily jump to other relevant sections of a site, but this can only be achieved through a comprehensive understanding of your brand story – which some designers fail to grasp!
This inability to convert a brand story onto an online domain can also lead to a distortion of information priorities; as a result you often see pages littered with call-to-action (CTA) buttons. For example, if you have a homepage with five CTAs, what exactly is the most important action you want your user to do? Giving your users too many options will not only confuse them but can cause them to exit a site, resulting in poor site conversion.
You don’t see an egg-hunt system for other sales processes, then why stuff your website with it? If you’re looking to capitalise on a seamless online experience that is both instantly accessible and relevant for your audience, then pick up the phone and give us a call now!
Unless it’s Easter, quit with the egg-hunt! By Will Morris, Managing Partner at Alchemy Digital