User-centred design means giving users what they want, when they want it, and in a way that they expect. Having built up a lot of experience in this approach, we have developed the following "top 12" rules and conventions that users expect from a site, and when adopted, leads to a great user experience, optimal conversion rates, and as a result, the best return on investment for our clients.

So here they are in a nutshell:

1. The 3 clicks rule: A user should be able to find whatever ‘deep content’ they are looking for within 3 clicks of the landing or home page, or they will go and find it on a different website.

2. The 3 second and 30 second loop: You have 3 seconds to impress a web visitor, as in this time they will have formed a lasting impression of your brand, and you have 30 seconds to offer them a product they are looking for and answer all their internal questions, or they will go elsewhere.

3. Internal Questions: Every user will have a series of internal questions that they need answered in a specific sequence, and that is the main job for any website. This sequence of ‘internal questions’ can best be identified through discovery research and user testing of a prototype, and will lead to much higher conversion rates of any given site.

4. The rule of 7: Website designs should be as uncluttered as possible, and as a rule, any menu or group of objects or items should be limited to no more than 7 objects, as this causes the user to be overwhelmed and not understand what they are looking at.

5. User Groups & Signposting: For any site there are different user groups with different needs and journeys through the site. The navigation of the site needs to address all user groups, and users should be able to self-identify and intuitively / effortlessly navigate these journeys through the website.

6. Where am I?: A site user should always know where they are on the site, how to go back to a previous page, and what the next step should be. Navigation frustrations can often result in visitors simply leaving the site. Similarly, when navigating through the site, people should know where they are meant to go, so buttons should be labeled as calls to action, and should be easily identifiable as ‘the next step’ in their user journey.

7. Web users don’t read text, they scan and click: Overloading visitors with text, especially early on in their journey will turn them off, however, the deeper they go, the more information they will need to convert.

8. Price Messaging: When people are online, they are in ‘comparison shopping’ mode, i.e. they are checking prices and value at different retailers, possibly even for different products. Displaying pricing is therefore key, and if you can match prices, this should be at the forefront of your communication (see section 3). Furthermore “free shipping” messages also greatly improve conversion rates.

9. Phone Numbers: Including phone number in the header of a website may increase phonecalls from site visitors, but it also significantly increases sales on a website, as visitors trust that there is someone there should anythying go wrong.

10. Incorporate Rich Media: The internet is increasingly becoming a video platform, and if a picture paints a thousand words, then video can paint more! Integrating video through Youtube or posting video infomercials can be a much richer way of passing on information.

11. Humanize your website: Website visits are already impersonal compared to going into a physical retail outlet. By adding “human touches”, site visitors are able to form a better relationship with the brand, rather than simply having a cold emotionless information gathering experience. Examples of humanizing could be adding pictures of staff, having a chat function, using a conversational tone of voice in copy, contact to be with an actual person rather than ‘contact us’ etc.

12. Encourage interaction: The difference between the Internet and any other mass medium is that has the capacity to be a 2 way conversation, so encouraging interaction through the site is the key to harnessing its potential. Furthermore, once a dialogue is started with a visitor, they will feel a connection to your brand, and are much more likely to become a customer.

If you would like to discuss your usability issues with us in person, feel free to give Jason or Colin a call on the number above, or simply drop us an email with your questions via the Contact page.

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