Speed, Readability Trump Design Online
By Rick Sloboda | April 30, 2007
Functionality and clear messages top Web users’ demands according to a recent online poll conducted by Webcopyplus.
When Web users were asked what's likely to drive them away from a website:
- 51.2 per cent indicated "slow load times"
- 42.2 per cent specified "weak web copy"
- 6.6 per cent noted "poor visual presentation"
A total of 258 users participated in the online poll during a four-month period that ended in April of 2007.
Speed
A total of 132 Web users noted they are quick to hit the ‘back button' when pages are slow to load, implying they expect websites to deliver information rapidly without exception.
This reinforces the importance of optimizing images, streamlining HTML and avoiding time-consuming Flash intros that provide little or no value. Why make visitors wait as much as a minute just to watch a logo spin around? It's a blatant disregard for Web users and their time.
Web writing
Web writing was deemed most important to 109 poll participants. Why? Well, if a site's web writing does not present the information needed by users, the website provides little or no value regardless of how fast it loads or how stunning it looks.
Provide online visitors web writing that is relevant, concise, scannable and objective. Stay away from marketing hype, which is one of the quickest ways to get labeled a ‘spammer' and kill your credibility.
Design
The fact that only 17 poll participants placed weight on visual presentation doesn't mean designers hold a small role in the Web and its evolution.
Quite the contrary. Good designers and programmers recognize the fact that design is both function and aesthetics. It's not about decoration. Design is the tool and principle by which we craft and convey successful communications. Consequently, good design is what ultimately produces useful, convenient and simple websites.
At the end of the day, load time, web writing and design all have integral roles in promoting usability and positive online experiences. Deliver on all three fronts and you'll experience more online traffic, happier customers and a healthier bottom line.
