QUICK HIT: What Is It That You Do?
What do users think of your website when they first arrive? If they can't tell at an instance what is being offered, what makes you think they would ever complete a purchase?
This issue became clearer for many yesterday when Google's Gary Illyes posted on Twitter that he reviewed over 400 websites by looking at their home page and was unable to tell from that experience what the site was about or what the company does about 20 percent of the time.
While Illyes didn't go into detail about the process he used for selection or the criteria for the assessment, it should call to attention that most sites simply don't fulfill the needs of their users (evident by the consistenly high bounce rate among millions of digital properties). Fortunately, with a few simple modifications, you might just find your website back in the good graces of Illyes and the millions of others in the 80 percent.
For example, why not show the company name or a logo in a noticeable location and at an appropriate size, or include a tag line which in no uncertain terms summarizes what the site or company offers or provides. Tag lines in particular should be brief, simple and to the point, void of vagueness and jargon that can tend to confuse users and make them not trust your site and business as they view it as nothing more than marketing hype.
As a Web professional, what suggestions would you have to those sites in Illyes 20 percent? Improve the tag line, re-position critical elements? Let other Website Magazine readers know by sharing a comment below.