UX Fun Facts
Here Are The User Experience Truths That Guide Us
You are not alone if you’ve ever wondered why a lot of websites look alike. It’s true that code lets designers create almost anything, but what is the value in creating something if it’s not inherently usable? When it comes to usability there are some universal truths that are revealed time and time again in studies. We take them to heart for all of our projects so that everything we build is usable for a diverse audience.
Here are some UX facts that drive our work
37% of users will leave websites over poor design and navigation
We’ve written about the value of visual aesthetics a few times actually. It’s a fundamental user experience truth that aesthetic quality increases the usability of a website. That’s not the only reason to value how a website looks, well-designed websites are also inherently more trustworthy. In short, a good-looking website is interpreted as credible, which inherently adds to its usability.
46% of users will leave your website if it lacks a “clear message”
We are continuously surprised that this statistic isn’t higher. It should be immediately clear what you are in the business of when someone lands on your website. As developers, we can use your site navigation and layout to orient people toward what you do, but it’s ultimately a content question - and we leave content to you. Something to think about!
You don’t have to cram all of your content above “the fold”
It’s true that people need to understand what you do when they land on your website, but that doesn’t mean you have to cram all of your important content at the very top of your homepage. You can orient visitors with a useful tagline, page heading, or a welcoming and informative snippet of text. As your website designers, we’ll make recommendations about the kind of content that will serve you best in that vital space and let you lead the charge on crafting a solid message. (Related: How to Create Readable Web Pages)
44% of users will leave your website if you don’t provide adequate contact information - including a phone number!
Our friends in the SEO industry are always talking about NAP data - name, address, and phone number. Those three bits of data about your business are important for SEO and they’re important for the human interpretation of your business online. Users are frequently looking for a quick answer to a question about how to acquire something. Naturally, determining the location of a business and how to contact them is a priority. Simply placing this information in your site footer and on a dedicated contact page will keep those 44% interested - at least for a bit longer.
1% of users interact with a homepage content slider
While we are on the topic of content at the top of your homepage. For everyone who has ever celebrated the value of a slideshow at the top of a homepage, we say to you: enough! Here’s our take on this stat: Users are conditioned to read content from left to right within the frame of a webpage and then move down - at their leisure. So waiting for new content to slide in from the right of the screen (or worse, to have to click to get that content) isn’t inherently logical when your inherent expectation is to move down the page to continue the narrative. Also, good intentions aside, “content sliders” or “slideshows” are inherently busy and can be construed as clumsy. To top it off, if the media in the slider fails to load or even just loads slowly, odds are you’ll have lost that user. They’re a lose, lose. #sorrynotsorry
39% of users will leave a website if media Fails or loads slowly
Yes, we are sharing this to drive home what we had to say about broken content sliders! In all seriousness, however, this is another statistic that we are surprised isn’t higher. When media is slow-to-load or broken it detracts from the overall quality of the website. When you consider the reality that a functional, well-designed website is also inherently interpreted as trustworthy, then it becomes apparent how problematic slow-loading or broken media files can be.
65% of users will stop using forms that ask for too much personal info
We are huge proponents of using forms to qualify leads and give people a seamless space to leave you a message. We are also proponents of keeping them short. When companies ask for too much personal information in a form it sows seeds of distrust. No one wants to divulge everything up front, especially if they’ve never interacted with your brand before. Considering boiling qualifying questions down to 2-3 so that form submission is quick, gentle, and trustworthy.
How We Put These Facts to Work For Our Clients
As the creatives our clients employ to develop their websites it’s our job to make sound recommendations about user experience. 99% of the time that means making design decisions based on statistics like the ones we just shared and implementing them in the concepts we develop. Sometimes that means talking to our clients about the content they develop and the information that they share. Our goal is to create an experience for your brand that is beautiful and trustworthy, that orients the user toward what you do and what you have to offer them, and that allows for interactions with your brand - whether that be a form submission, a product purchase, a phone call, or an email. Your website has to be usable for your audience before it can be useful for you. That’s why it’s important to bring on usability experts like ours to build your next website.