There are some people who don't like fish. There are people who don't digest milk. If you were a restaurant owner, would you throw these people out on the street? Exactly. Same thing on the web - if you don't want to lose a customer, your web site must be user-friendly.
Here are the problems consumers face and how to avoid them.
Read all the way to the end.
What is the point of your website?
Try: the view from the other end of the room
The door has opened, I can't get in
- Leeeeeeeeeeeeeaaaaaaa...
- Insufficient feedback
- Does not work on mobiles
- Dark Forest
- What did you say?
- I don't understand Lithuanian
What is the point of your website?
Every website is a tool, and a good tool solves a problem without asking questions about how to use it.
You speak too complexly
Imagine - you want to buy a phone and they tell you about transistor architecture... What is it? What's the point? Yes, you are experts, but your customers are not. Especially if they're looking for a gift or solving a problem they don't really understand - they just know something's wrong and want to live differently.
Avoid technical terms and, if they are unavoidable, explain them in a way that is clear to non-experts.
Too much information
You come in for a car wheel repair and they tell you how cool X lubricants are. You don't have much time, you don't have much patience, so you leave. They have lost a customer.
Divide information into logical sections and use headings and bullet points to make it easier to read and to refer back to if you lose your train of thought. You can also add summaries and, for long pages, a table of contents to give the most important information. You can put the most important links on the home page and details on the inside pages.
Unclear for cognitively impaired users
These are our friends and colleagues, neighbours and fellow citizens who have difficulty reading, understanding or can't hold their attention for long periods of time (e.g. people with ADHD, of which there may be about 5 in Lithuania %). Why torture them with complicated descriptions and a maze-like layout?
Use simple sentences, clear headings and instructions with visual examples. Well-designed Government portal in easy-to-understand language. Make sure your website content is understood by everyone - grandma and child alike. You don't have to simplify everything, but the essential information must be clear if you don't want to lose customers.
Icons, for example. If possible, use explanatory text next to the icons, as it may not be clear to everyone that the three horizontal dashes are menus, let alone a unique illustration. Text is often clearer than a symbol, but it's good to use them together - for example, use a question mark icon and the text 'get help' side by side; a basket icon and the text 'buy now'; a human icon and the text 'account'.
For button texts, use clear links that indicate where the user will be directed and what will happen. For example, instead of "Click here", use "More information about our services".
It is also wise to follow unwritten standards - for example, keep the menus and navigation bar at the top of the site, put the contact form in the "Contact" subpage, and keep all the essentials at the top of the subpage.
Try: the 5-second test
Get someone who hasn't come across your website. Open the site and let them browse for 5 seconds. Turn the site off and ask: What was the point of this site? What does it present? What can be done on the site?
In 5 seconds, the consumer won't be able to find out why your service is unique, but they must find out what you offer. Selling shoes? Do you register doctors' appointments? Promoting the protection of the Sengir forests? If it's clear - great, chances are your website is user-friendly!
The website is a work of art
But it's not just about image and branding. It's also - is your website epileptic? Do you want to cover your eyes? Doesn't the customer look for the off button as soon as they open it?
Difficult to read, to see
Half of Lithuanians have eye problems. They find it difficult to read small text, especially if the colour of the text is faded and the contrast is not sharp enough. Perhaps your website's fonts and colours don't match international standards?
It is important to use texts of sufficient size and to ensure good contrast between text and background. For example, black text on a white background is easier to read than grey text on a slightly different grey. 🙂
It is also important to give users the possibility to increase the font size according to their needs. Most browsers and phones can do this nowadays, but it is necessary to check that these functions really work, that the page is usable for this "prisominous" purpose, that important elements are not lost, and that the layout is still user-friendly.
Dyslexia bites
Around a tenth of the Lithuanian population cannot read - fully or partially. Chances are you know people like this who would rather call you on the phone or look for you in person than send you an email.
Your website will not be user-friendly if your website font is hard to read - small, blurred, using a pretty font rather than a functional one. It is not necessary to use a fully dyslexic font like Dyslexia via Inclusive Sans, but you must take into account whether your letters are legible.
Flashing, animations and future epilepsy
Although fewer people with epilepsyBut it's many times more dangerous - during an epileptic seizure, a person could accidentally injure themselves, and your website could be the culprit. One of the factors that provoke epilepsy is flashing lights.
Nowadays, browsers on computers and phones have a setting called "Reduced motion", which when activated, should prevent animations, moving elements and flashing colours from appearing on your website. If you really-really-really-really need to flash, make sure it doesn't exceed three flashes per second, but it's best to listen to what the user wants.
Design Mixture
It's similar to the meaning part, but this is about design - if the text on your website is bolded, underlined or whatever colour, there is no uniform style - this does not contribute to the usability of the site.
Listen to the rules of brand image - the designers created these for you for a reason. Follow the same rules for colours, fonts and placement of elements throughout your website. Simple and clear design makes it easier to navigate and find the information you need.
Try: the view from the other end of the room
Stand at the other end of the room, say 8 paces from your computer screen, and look at the front page of your website. Do you see the essential elements of your site - text, a photo, a video, a button to register or purchase?
If the meaning of your website is visible and doesn't blend into the background, that's fine. But if your website resembles those optical illusions where you have to squint to make something appear - worry.
Additional exercise: 'Kaleidoscope'. Go back to your computer and browse the website. How many colours are you using? If less than 5, great. If more, you might have a hodgepodge instead of a website. And the same goes for fonts and font sizes.
Additional exercise: 'Looking for a shadow'. Go outside in bright sunlight - is the website text readable on your phone?
Additional exercise: 'I'm late for a meeting'. Try navigating your website on your phone while walking or running - are you hitting the right buttons? Do you read what is written?
The door has opened, I can't get in
If your website is easy to understand and doesn't detract from your image, don't forget the functional part.
Leeeeeeeeeeeeeaaaaaaa...
You've clicked on the link. Loading... Loading... Loading... Oh! Something is visible! But it's still Loading... Loading...
Page speed depends on code optimizations, uploaded photos and videos, hosting provider and N+ other small details. This is an area that is mostly the domain of programming experts. You don't have to give up crisp photos or impressive videos - you just have to program backwards.
If your page takes longer than 5 seconds to load, worry. If it takes longer than 10 seconds, be very concerned. If it takes less than 3 seconds - great!
A page that takes a long time to load can cause users to worry that something isn't working or that they've made a mistake; it can make them want to leave the site and never come back.
Insufficient feedback
What happens when I click on a button, link or other element? If you have to wait and it's not clear whether you clicked at all, that's bad.
Buttons and other clickable items must have a hover effect when navigating through the computer with the mouse - for example, changing the colour of the text or background when the mouse is moved. When browsing with the keyboard only (more on this shortly), the display of an item should also change - for example, a hover effect.
Also, the design of the elements must change when they are clicked. For example, clicking on the "Send Message" button on the form should change the text of the button, or the text next to it should change to say "Sending...".
Good forms also have clear error texts - for example, if a form field has been filled in incorrectly, it is not enough to highlight it in red, but there should also be an explanatory text explaining what was done wrong and what is expected.
Does not work on mobiles
A user tries to open a website on a mobile phone, but something doesn't work or, worse, doesn't appear at all?
Bad because most users browse on mobileand some via tablets. A small minority browse on computers, which also vary in screen size from large TVs to small laptops. There are even some browsing on smartwatches and car screens.
Ensure that the website is compatible with different browsers and devices, including mobile phones. Use responsive design, which automatically adapts the layout of the website to the screen size.
If your service requires a connection via a computer, the mobile version should explain why you require it and include a way to connect, as some users don't even have computers.
Dark Forest
The blind are also blind, which abound on the internetbrowse using screen readers - apps that read what's written on a page by voice. But imagine visiting a page where it says "data is in a table", but the table is uploaded as a picture with no "alt" (alternative) description. The screen reader simply reads "illustration attached" and this does not tell you what is pictured in the image.
For each image, and especially for tables, add "alt" text that describes what is shown. For example, if the photo shows a sunset by the sea, the "alt" text could be "sunset by the Baltic Sea, orange sky and white sand". Likewise with tables. This will help blind people to understand what is on your website, what you offer and how to order.
Related problem: improper use of labels for form fields. For example, if a user tries to fill in a contact form and the fields are not labelled correctly, the user will not understand what to fill in where.
Ensure that all form fields have labels and are properly linked using
What did you say?
If you have a hearing impairment and want to watch the video - it would be cool to know what is being said, yes?
All videos that include speech should be subtitled. For example, if the video is a lecture on history, subtitles should convey what the speaker is saying. The same applies to videos presenting a product.
If it is not possible to edit the video, you can transcribe the content in text, add it next to or below the video. In this case, write naturally, do not try to transcribe, as the structure of written language is different. Text has the added advantage of being well indexed in search engines, so if you also present your videos in text form, it will help SEO.
I don't understand Lithuanian
Some people in Lithuania do not speak Lithuanian. Does that mean they cannot be your customers? Also, can your product really not be suitable for, say, Latvia and Poland? After all, courier delivery won't cost much and there is no customs duty - great for business.
Install multilingual support and let users choose the language that suits them. For example, include English, Latvian, Polish versions of your website. This will help attract a wider audience. This feature will be implemented by programmers and then translators will help. Alternatively, automatic translation can be activated, but the quality is poor. Adding a new language to your website is not difficult, it just requires the desire.
Try: showing a friend
Imagine you want to show a friend the contact page of your website - your phone number and email. Or, let's say you want to buy a product quickly, before the promotion ends. Imagined? Now go on, give it a try! The clock is ticking.
How long did it take? Was it easy? Difficult? How many clicks were needed? Would you have found it if it was an unfamiliar site instead of your own?
Now look at the whole process again - if you had a friend standing behind you, how many times would you have grumbled "naaa, why aren't you loading", "it's usually faster" or "oh, I didn't click here"?
How do I use this?
A website that makes sense, is aesthetically pleasing and works? There are smaller parts of customisation that don't annoy everyone, but are a nuisance to some and may be a reason to leave for competitors.
I explore with my tongue
A person who is unable to use a mouse due to a motor impairment (e.g. missing or injured arm, trembling or paralysed hands) tries to navigate the site using only a keyboard or a similar device such as a joystick, console controller, with a dedicated mouth-to-tongue remote control or a keyboard adapted for typing with your feet. How is he doing?
Ensure that all website functions are accessible using the keyboard. If the keyboard works, it will work with most other alternative devices. For example, using the tab key, users should be able to navigate through all the links, buttons and other interactive elements on the site. Pressing the spacebar should activate these elements, say by unfolding them, and pressing the enter key should trigger an action.
It is also important to ensure that the user knows which item is currently selected (in focus). There should also be 'jump to content' hidden links that are only visible when in focus, so that the user does not have to scroll through the entire menu each time to view the main content of the site. With nothing in focus, the space bar should move the site lower on the screen or the shift+space keys should move it higher on the screen.
There are other control keys and shortcuts, but these are the main ones. The programmers will help you here.
Haven't you already asked me that?
You've done your shopping. You returned. You're asked for your name, postcode and other details... And there's no autocomplete feature, where you click on a form field and the browser prompts you to add the content you've already filled in.
Enable autocomplete on forms to make it faster and easier for users to complete forms. For example, if a user has previously filled in a form with an address, the next time the address should be autocompleted. The developers will help you with this and it is not necessary to use cookies.
I'm lost, how do I get back?
Are you lost on the website? It happens to other users too.
If you are on page X, this should be highlighted in the menu bar. If there are several pages in the series (say: Home > Shop > Category Y > Product Z), a list of breadcrumbs for these pages should be displayed, with the option to quickly jump and go back.
Also, if you have a multi-step form (say a purchase process where one step is filling in the contacts, another the address, a third the payment methods), there should be a progress bar showing the current step and how many are left. UX/UI specialists can help you.
Popups
A pop-up table is the most effective way to communicate a message to the user. It's also the most frustrating. A page with jumping, side, bottom and top scrolling tables is not only distracting, it's also off-putting. It's like waving your hands in front of your nose. It's attention-getting, but it's rude.
Try to keep the number of pop-up tables on your website to a minimum. If it is necessary to have such tables, it should be clear how to turn them off instantly (e.g. by clicking on the background or on a prominent off button with an X and the text "off"). And if these "popups" are repetitive (like Facebook's "someone liked your post" tables), there should be a clear way to disable them permanently.
I opened your website in the middle of the night, my eyes burned
Over the last 5 years, the ability to change the colours of apps and website designs between dark and light modes has become popular. Dark mode is favoured by users who browse late in the evening or at night, as it is less dazzling. Other users, however, prefer the light mode.
It's not necessary, but it would be great if your website could adapt to the user's needs and have two colour ranges - one light and one dark. This setting should listen to the user's preferences on their device and browser, and should also be set on the website.
In addition, it would be great if users could change the colour scheme in other ways - for example, to reduce contrast and darken photos, to make them grayscale, and to adapt to different types of colour blindness (Daltonism).
Additional colour schemes can also help users who want to focus on text rather than illustrations; or who want to print out the text of a website.
No, I'm not interested in your privacy policy / I'd like to know what you do with my data
Some users don't give a damn about privacy and are annoyed by all the notifications. Especially if it blocks the view and you have to agree to the table disappearing. Other users are interested in how you collect data and what you do with it.
Under the GDPR / GDPR, you must show how and for whom you collect user data. You must also allow the user to object to your tracking.
So your GDPR message should be unobtrusive, not take up the whole screen, and allow the user to simply close the message (neither agree nor disagree!) or otherwise hide it and continue browsing the website.
Also, the footer or header menu of the website should contain a link to the privacy policy sub-page where users can view cookie information, change their own settings, and request deletion or download of data.
UX/UI designers can help you here - cookies need to be as user-friendly as your website.
Help???
Users always have questions. Your website needs to answer these questions if you want to sell a service.
The website should have a contact section where users can get in touch with you. An interactive format would also be good, especially if it includes a set of questions - a suggestion of what to ask and what to mention in the question.
The live chat feature is cool too. Although AI assistants are now popular and can answer basic questions, there should also be an "I want to talk to someone" feature to make the user feel more reassured that the question has been heard. People like to interact with people, especially when the communication is natural and the answers are flexible. AI sometimes doesn't even understand what a person wants to ask, which causes users to get frustrated. In a word, people and human help are cool.
The website could also include guides explaining how to use your products, or even how the purchase process works, what your process is, and what to expect from the consumer. People are afraid of what they don't know, so address fears by answering questions right away.
And don't forget the good old "Frequently Asked Questions and Answers" list. You can make up questions if you haven't had a chance to ask one yet. When there are real questions, you will add them. The most important thing is to help the user.
Try: what makes YOU comfortable?
Pay attention to yourself. How do you browse e-shops, read the news, choose the best repairer and...? Not all people are like you, so "I'm comfortable" is not the only criterion - once you've checked yourself, then check others, ask or listen.
The internet was designed to make life more convenient, so your website should be too. It's easy to browse, to find out what you offer, to buy your services.
Adaptation for the disabled is adaptation for the able-bodied. And the happier your customers are (more customers), the more money you make.
If you need help and suggestions on how to optimise your business and website, please contact us by email [email protected], telephone +370 647 46 864 or through our contact form. You can also write to us LinkedInif that's more convenient for you.
We care about your business because we are your customers too.