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Maximising website impact through ‘value centred design’


Maximising website impact through ‘value centred design’

The success of a website comes from its ability to engage with its viewers. Here we discuss the ways that you can make your website more successful for your business.

At Hutchhouse we understand the science behind our behaviours and how to make effective websites that will be a success for your business.  Your website’s success will have a number of measures, but the key and most important measure is whether the website converts with regard to your audience and business goals.  Through our experiences we can confirm that one of the most important ways to make a success of your website and increase these conversion rates is to allow the viewers to engage and interact with the content and to become engrossed by the richness of your website experience.

Many websites fail to identify this because the business owners think that by providing sign up forms for the mailing list and/or an account the viewers are able to interact sufficiently with that website.

Unless the website really introduces you and lets the viewer know why they should care about your company in an engaging way, they will leave and find something else they can relate to. The nature of the internet, the breadth of choice of websites and the ease in which they can be navigated means that only a site which grasps the viewers’ full attention immediately can retain them.

Experiences that Market Themselves

Example: Graze.com 

Entice them with an offer

An example of good value centred design is www.graze.com. This company produces healthy snacks which are then sent out to their subscribers’ for a small fee per box.  On the front page of their website you are presented with a clean design featuring a large eye catching green button that is so tempting to click that you are almost duty bound to try the service out and get your first box for half the usual price.

Large interactive product images

The product to the right has been carefully selected to contain many different colours not seen elsewhere on the page. This entourage of oranges, yellows and delicious brown chocolatey colours cannot be ignored by even the strongest willed. At the same time, this is surrounded by short, snappy statements describing what you will receive if you sign up. Notably, these statements are no longer than 6-10 words each so that a simple glance can absorb all the information on offer. Even more importantly, as the mouse passes over these statements, they move very slightly. It is this sort of simple interactivity that empowers the website and retains the viewer’s attention whilst the interaction entertains.

Informative videos

Below the sign up button, there is an invitation to watch the TV advert. It is important that this is not the first point of interaction that you use to capture the attention of your visitors because, mostly thanks to websites of the late 90s, viewers of your site will run a mile faster than Usain Bolt if greeted by a video upon arrival. Instead, correctly used here, the video should be your opportunity to tell people more if they ask for it, and never without their consent.

Customisability

Customisation can play a key role in the enjoyment of your website by viewers. Graze captures this well on their site by allowing their subscribers to vote on the snacks they have received. Once the box arrives and you’ve sampled your treats, you are invited to come back to the site and say whether you liked or disliked what you received. If you dislike, those snacks won’t arrive again. If you like the snacks you’ve already received, you’ll be given suggested snacks to request to arrive soon.

Synchronising business and user goals

The only way for a website to become superior to others in the same market is to ensure that they meet the business and user goals in a single process. What do we mean by this? Think about when you shop at your favourite supermarket and they ask if you’d like a loyalty card which gives you free holidays and tickets to the Olympics every now and then. Of course you want this card, it costs you nothing and you get some more free stuff. This is a user goal… you as the user wanted to get something more for free, a better deal. This card gives you that. What you may not realise is that your favourite supermarket is also getting invaluable market research about your shopping habits. You’re in your 20s and always buy Golden Grahams along with your honeysuckle tea. So what can they do with that information?  Put the two next to each other on the shelf of course, leading other 20 somethings to also buy both products subconsciously.  This is your supermarket meeting their business goals at the same time.

Graze are almost certainly doing exactly the same thing.  As a visitor and a subscriber, it is important to you that you get the snacks you want.  When Graze ask you to tell them what you did and didn’t like, you are achieving that user goal and you only get things in your next box that you either haven’t tried or have liked before.  So what’s in it for Graze?  One of the biggest problems Graze faces is that once a new customer subscribes to the service, they have literally only one chance to impress them with the first box of snacks they send and there are 100 to choose from!  But, by finding out which snacks are widely loved by their current customers, they can send those out first, giving the impression that all future boxes will be just as amazing.  This way, they can turn visitors from non-subscribers to subscribers and then to long-term subscribers and raving fans.

As a case study Graze.com have done almost no advertising at all. Nearly every single customer has come to them through word of mouth marketing which really says something about their website.  Only a fantastic design from a company that knows how to capture the attention of your audience like Hutchhouse knows can generate a great user experience and incentive to spread the word.

Other Examples

Why not check out some of these other sites and see if you can identify how they’ve used the same techniques that we’ve described for Graze.com

In Conclusion

To achieve success for your website you must:

  • Provide clear, creative (irresistible in Graze’s case) call to actions for people arriving at the site.
  • Present what you have on offer in a bold, eye-catching and interactive way that forms the centrepiece of your home page.
  • Offer snappy statements about the service that inspire the viewer.
  • Consider your user’s previous experiences and be polite! E.G. Offer video content to your viewers rather than forcing it upon them.
  • Allow your viewers to customise what they get from the website and/or your service.
  • Combine your business and user goals into a fluid mechanism whereby they are able to get something tangible in return for offering you the information your marketing department is begging to get their hands on.

Hutchhouse can help you with all these aspects of planning, design and digital strategy for your business and website so don’t hesitate to contact us for more information.