Much as i tease Apple, i gotta give them credit for their focus on usability and intuitive interface design.
this is an area i’ve studied with great interest over the years as i developed numerous marketing “interfaces” for the web. and shocked the marketing world with my simple websites that just WORKED when they looked like they shouldn’t.
this isn’t something you’ve thought about before.
But websites are, in many ways, like primitive desktop applications.
I challenge you though, look at your own website objectively, imagine you’re seeing it for the first time.
You’ll notice many holes in its layout and design.
How easy is it to find your product page if someone lands anywhere on your site?
How easy is it for your target audience to find the answer they’re looking for at your site?
How many obstacles and hoops do they have to jump through to get to your sales page?
How easy it is to understand what your website is about, or what it sells with just a glance?
Pretty tough, right?
If i’m not mistaken, you’re struggling to get sales from your site. Makes sense, if it’s hard to find your sales page or tell what your site is about, then it must be equally hard to buy from you.
I’m an avid student of usability and have preached it till my throat bled.
Usability is the study of the intuitiveness of interaction between users and your website.
In the past, i’ve had to “field test” and debug learning software written for university classrooms – sometimes testing one application for years and observing the way users would interact with my software so i can update it accordingly.
I tell you, it was crazy.
The way these tech-retards would use my program was just SO WRONG…
But rather than try to force them to use my program in a rigid way that is unnatural to them, i would modify the software to how they WANT to use it. Even if that’s not how i intended.
Chances are your website visitors don’t know how to use your site and it doesn’t allow them to do what they’re used to doing at other sites on the web.
Things like getting information freely without having to submit an email, for example.
While most marketers spend their time focusing on traffic and headlines, the truth is, prospects are more likely to buy from websites that are intuitive and simple to understand.
A confusing site, no matter how slick its sales copy, headlines, and design…visitors are more likely to click “back” and try another site than stick around and try to figure out what to do.
The practices of the market are awful – annoying even. And it’s all passed off as “good for conversion”.
In 9 out of 10 split-tests, i could get 200% and 300% conversion improvement just by rearranging the layout…whereas, copy changes may have seen an arguable 5% bump.
One of the best pieces of literature i’ve read on the topic of usability has got to be Apple’s iOS Human Interface Guidelines.
This is the standard by which they determine whether or not to approve applications for their App Stores.
It’s such a strict standard they enforce on all their developers, whether writing for the Apple Mac, the iPad, or iPhone and iPod. They manually check every program and reject any that don’t meet their standard.
What is remarkable though, is how much an online marketer like you can learn just by reading this manual.
For example, Apple recommends that an application use as little instruction and help prompts as possible.
It’s not. They want developers to build apps in such a way that users can launch and intuitively know how to operate it, just from how it is laid out.
Using a Metaphor for a real-world object or experience a person is already familiar with.
I intend to share much more of how YOU can develop usable interfaces for both the web and mobile devices on the 90 Minute App webinar in just 3 days now.
So even if you don’t intend to build your own Mobile Application, it’s still a very valuable training to attend – you can take many of the ideas and apply them to your marketing website…
get more leads, close more sales, get more money…and build your own app.
All in 90 minutes?
Yep.. Join me on the 20th for a killer webinar and demonstration of how you can build your very own Mobile App.
Register at the link below. Time’s running out:
See you Wednesday night. It’s gonna be fun!