PHOTO:
Egor Myznik
Designing a website can at times feel like the story of Goldilocks and the three bears. A busy website, one laden with flashy graphics and excessive choices, can overwhelm customers. Too few choices may result in missed sales opportunities. What s the perfect medium?
We spoke with marketers and website designers for their advice on how to balance having enough choices without too many. Fast, Responsive, Intuitive
âFor a web design to be successful, it needs to be fast, responsive, and intuitive so users find what they need quickly,â said Brian Cairns, CEO of ProStrategix Consulting. âIt is easy to get caught up in all the design and performance that we lose sight of why people use websites. Hubspot reports that 70% of users say âfinding what I need quicklyâ is the most important attribute of a website. A similar study by the NN Group found that 60% of users bounce because they canât find what they need.â
PHOTO:
The Tire Zoo
I was listening to a presentation by the former head of enterprise architecture at a major bank when he said something that surprised me. He described his work as being in large part about managing customer journeys.
When I asked about this, he asked in return, How do you think marketing does their work around eliminating issues around customer journey? He went on to describe the role of business architecture, information architecture and application architecture in customer journey mapping and optimization.
Business architecture matters because it defines and explains the relationships between customer business processes. And information and application architecture matter because they define the major types of information and the applications that process customer data. Clearly, this kind of systems thinking is essential to defining holistic customer journeys â or in the language of marketing, the friction points between customer facing systems an