First impressions are important, but when people start scrolling through that pretty Squarespace template, will they find what they need?
Inspired by Ceros' guide on conducting DIY user experience (UX) testing, this article discusses a problem that’s prevalent in the entrepreneurial community: pretty website syndrome.
A polished website may seem like the only thing you need to attract website visitors, but pretty falls apart when people are confused by buttons, menus, page animations that get in the way of finding what they need.
User experience testing may not be something that’s familiar to you, but it’s exactly as it sounds–it’s a test to observe people interacting with your website, app or a product you’ve built. As you review their behavior and reactions, you begin to get a better sense of your audience’s interests and needs.
On a business website, usability can have a direct impact on sales. Testing allows for a deeper understanding of what design elements assist in consideration and purchase behavior, giving entrepreneurs the confidence they need to leave pretty behind, and focus on the bottom line.
#good-UX-means-better-business-outcomesImagine 400% more conversions on your website. Two business leads become eight. Ten new subscribers become 40. Twenty monthly sales becomes 80. It wasn’t in our budget to purchase the Forrester Research study where this statistic was originally published, but UX Design Institutes article on the value of UX design paints a picture of just how much better business outcomes could be.
Websites that provide a good user experience result in higher customer satisfaction. This satisfaction means more repeat business, more word-of-mouth referrals and more positive reviews of your brand.
So why do entrepreneurs still prioritize pretty design over function and performance?
Aesthetics often signal success. People are naturally drawn to what looks good, leading many entrepreneurs to believe an aesthetically pleasing brand or website is the key to success. It certainly plays a role in the perception of a brand, but even ClickFunnels, an industry leading sales and marketing tool, has a dated website design and makes millions.
Their website templates aren’t pretty either, but there are thousands of entrepreneurs using the platform who have earned a spot in their Two Comma Club–meaning they’ve made $1 million or more in revenue for the year.
#diy-usability-testing-for-business-websitesCeros’ guide to DIY UX testing focuses on reviewing a design portfolio to practice usability testing a designer might conduct for a client project. It frames two key questions that need to be answered by the end of a usability test:
We’ve listed some additional helpful resources below to conduct your own usability test, but notice how, “Is it pretty?” isn’t listed in any of these guides. The focus is on brainstorming scenarios or tasks to test, objectively analyzing results, implementing feedback and using UX testing tools like Hotjar or Google Analytics, to assist in your test.
Without usability at its core, even the prettiest websites fall short. The new lesson for entrepreneurs to learn is that a user-friendly website is a profit-friendly website. If you believe you’re an aspiring or early-stage entrepreneur struggling with pretty website syndrome, reach out to us on LinkedIn or Instagram. A little support goes a long way.
Digital Entrepreneur's editorial team includes Sharon Milone and Barrak Alzaid, with help from our friends at Redbrick, Danni Deguire and Rachel Aiken.