Patience is a virtue, right? Good things come to those who wait. Those are adages my mother instilled in me growing up. Now that I’ve had my fair share of life experiences, I’m here to tell Mom she wasn’t 100% right.
Before I send Mom a hand-written apology, let me explain. Patience and perseverance are key attributes to being successful in life; however, apply this logic to your ability to access information on the web, and you can be assured that your site will underperform. Not only that, an unintuitive or bogged down workflow could actually turn a user’s perception of your product or service from neutral to unwaveringly negative simply by causing a frustrating experience with your site’s layout and workflow.
I’m willing to bet just about everyone reading this has experienced some variation of these hurdles when trying to cue up a site from their mobile device:
I could go on, but this scenario is cringeworthy enough without the content found being:
The most frustrating part of this is that none of these hurdles are difficult to address. These are all seemingly basic needs every website should always address, but so often we find ourselves in situations where we give up or wonder aimlessly through irrelevant information to get to what we need.
Building a website isn’t always easy, and a vast array of decisions must be made at every juncture to optimize the look, function, workflow and user journey, all to coerce engagement. Those decisions can and do become overwhelming. At the heart of all those processes and choices, always remember that users pine for a simple experience. Period. Give them what they want, when they want it and make it easy for them to access. If that principle remains a goal throughout your developmental processes, you’ll be setting yourself up for success every time.