5 Things Users Want to Know Sooner Rather Than Later

  • By Ezequiel Bruni
  • 20 Jul, 2017
When I go to any website, I’m looking for something. I may want to buy a product, or find information, or browse random memes, but whatever it is, I have a goal in mind. That goal could even be subconscious, but it’s there. Human beings never do anything without a reason. Whether or not they […]
Like most people, I go with the website that gives me what I want the fastest. That’s it. As a designer myself, my familiarity with things like design patterns and search engines gives me an edge in finding what I want. But sometimes, even I can’t find the darn “buy this” button for a good thirty seconds.
Why, then…would you ever hide the most commonly-looked-for bits of information from people?
Why, then…would you ever hide the most commonly-looked-for bits of information from people? Why would you make it difficult in any way for them to get what they want, especially when what they want is to give you their time, attention, or even money? If they have to look for this important info, that means it’s hidden , or may as well be.
Now, designers mostly don’t do this on purpose. But it happens. In the interest of helping users find what they need, and making you some money, here’s what users are looking for first and foremost, more or less in this order:

1. What Is It, and Sometimes Why Is It?

Okay, lots of users browse around with an idea of what they’re looking for. But sometimes, a user is going to land on, let’s say your product page, because a friend sent them a link and said, “Check this out, dude!” In those situations, you really want to have at least a bit of text that describes what the product is and does.
tell me, in simple non-industry jargon, what you do.
That’s an obvious example, perhaps. People always describe and show off their products, right? Well, things are often less clear with companies that sell services. I can’t count the number of times I’ve landed on a site that describes what they do purely in terms of benefits: “enrich your life”, “harder, better, faster, stronger”, etc.
That’s all well and good, but only after you actually tell me, in simple non-industry jargon, what you do.

2. How Much Does It Cost?

This is the obvious next step. Let’s say a website looks like it has what you need. It’s going to fill that gaping void in your life—probably—and you want it now. Well, you want it, but how much are they asking? A user should never have to go hunting for the cost of the product, service, or information.
Mind you, you should be making the cost clear, even if you’re not asking for money. Sites that offer stuff for free often try to hide the true cost of membership. Do you need their information? Their viewership alone? Their action in support of your cause? Make this information easy to find. Be up front, and people will respect you for that.
Obvious-yet-apparently-necessary corollary: Hidden fees will make them hate you.

How Do I Get Rid of It?

One thing users will also want to know, that kinda falls under the “cost”, is how long they’ve got to commit to this product or service. What is your policy on refunds, cancellations, or returns? You probably don’t want to put this information in your sales copy, unless you want to emphasize the idea that your product is a low-risk investment. In any case, it should be readily available. A link you find in the middle of the page, rather than somewhere in the footer.

3. How Good Is It?

After a user has assessed the cost of a thing, they want to know if it’s really going to be worth the money they’re shelling out. Obviously, you can throw some marketing copy up there, and try to convince them yourselves, but of course you’re going to say it’s great. You’re the one making it!
This is where social proof comes in. Testimonials are only the beginning. Be proactive and link to third party reviews. Link to your social media. Invite prospective customers to become a part of your online community before they’ve even bought your product.

4. Where Do I Get It?

Please just put a clearly labelled “Download” link at the top of the page or Github repository.
Okay, now they want to get the thing. Most commercial websites have figured out that calls to action need to be big, flashy, and obvious. Not all of them have figured it out, but most of them have by now. It’s typically older sites that remain somewhat confusing.
Where I have had a problem with hidden download buttons, since forever, is in the world of free software. That’s both freeware and proper open source projects. This is understandable, given that most of the people making these websites are volunteers, and most are somewhat new to web design.
If this describes you, I say: “Thank you for your contribution. Please just put a clearly labelled ‘Download’ link at the top of the page or Github repository.”

5. How Can I Talk to You Directly?

There are sites out there that kind of hide their contact info. Some do it from ignorance. Others do it out of a sincere desire to never talk to their customers—I get that, I really do; on top of the usual client problems, I’m a huge introvert, so I understand.
That said, you need channels for talking to humans. Even if it’s just a Twitter account, that information needs to be more or less front-and-center. Even if they never talk to you, users want to know they have the option of getting in touch with a human if something goes wrong.

Conclusion

The best designers remember that they are also users. They are consumers, just like everybody else, only they’re quite a bit more educated on web design patterns. If your product or service is bad, tricking people into buying it will mean they never trust you again. If you have a good product or service, then offering all necessary information right up front can only help you sell more of it.
And for the love of all that is good and decent, put that “Download” button somewhere I can see it.

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Have you ever wondered why your website doesn’t seem to attract as many people as your competitors’?

It’s actually far simpler than you think to create a website that will become a successful marketing tool for your business. Whatever business you’re in, everyone should have an online presence. But all too often business owners think of a website as just something that they think they should have rather than as the extremely effective marketing tool it should be.

It’s much easier than you think to get a website up and running and attracting visitors and there are many simple strategies you can implement that a) don’t cost the earth and b) don’t require a degree in marketing to understand. I have listed a few of them below to get you started…

1.  Don’t copy and paste your print material

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One issue that we found and got many repeated complaints from clients that Magento takes more to load – essentially, it’s very resource consuming and has slow download speed. Major search engines like Google highly recommend and promote fast loading websites.

There are few tips and actions that our experienced Magento developers at Red Rocket have applied and we’d like to share that if it helps.

So, where do you start with speeding up Magentousing .Htaccess file? The first thing you need to do is to analyse the overall speed of your Magento page, before any changes have been made. We would recommend to use three tools which can be found below:

  • Google PageSpeed Insights
  • WebPageTest
  • GTmetrix

Speed Up Magento via Your .htaccess File

Step 1: Gzip Compression For Magento

By compressing this page with GZIP, 76.1% bandwidth was saved.  

You will need to enable Gzip Compression for Magento. To enable GzipCompression simple find add below code in your root .htaccess.

< ifModulemod_gzip.c> mod_gzip_on Yes mod_gzip_dechunk Yes mod_gzip_item_includefile.(html?|txt|css|js|php|pl)$ mod_gzip_item_include handler ^cgi-script$ mod_gzip_item_include mime ^text/.* mod_gzip_item_include mime ^application/x-javascript.* mod_gzip_item_exclude mime ^image/.* mod_gzip_item_excluderspheader ^Content-Encoding:.*gzip.* < /ifModule >


Step 2: (optional) Compressing CSS and JavaScript files

Next we want to compress items such as CSS and javascript etc. Simply add the following lines of text directly into the htaccess file.

## compress text, html, javascript, css, xml: AddOutputFilterByType DEFLATE text/plain AddOutputFilterByType DEFLATE text/html AddOutputFilterByType DEFLATE text/xml AddOutputFilterByType DEFLATE text/css AddOutputFilterByType DEFLATE application/xml AddOutputFilterByType DEFLATE application/xhtml+xml AddOutputFilterByType DEFLATE application/rss+xml AddOutputFilterByType DEFLATE application/javascript AddOutputFilterByType DEFLATE application/x-javascript # Or, compress certain file types by extension: < files *.html> SetOutputFilter DEFLATE < /files>


Step 3: Leverage Browser Caching and Expires Headers

The third thing to do is Leverage Browser Caching and Expires Headers. This piece of code can make a huge difference and will reduce the number of HTTP request, which is a huge benefit for any returning visitors to your website.

< IfModulemod_expires.c> # Enable expirations ExpiresActive On # Default directive ExpiresDefault "access plus 1 month" # My favicon ExpiresByType image/x-icon "access plus 1 year? # Images ExpiresByType image/gif "access plus 1 month" ExpiresByType image/png "access plus 1 month" ExpiresByType image/jpg "access plus 1 month" ExpiresByType image/jpeg "access plus 1 month" # CSS ExpiresByType text/css "access 1 month? # Javascript ExpiresByType application/javascript "access plus 1 year" < /IfModule>


Step 4: Enable Output Compression

This section will essentially turn on the module called apache mod_deflate, which will compress css, text, and javascript before it is sent to the browser. This will considerably reduce the download size. In order to enable, uncomment the appropriate lines so that it looks like the below:

## enable apache served files compression ## http://developer.yahoo.com/performance/rules.html#gzip # Insert filter on all content SetOutputFilter DEFLATE # Insert filter on selected content types only AddOutputFilterByType DEFLATE text/html text/plain text/xml text/css text/javascript application/javascript # Netscape 4.x has some problems... BrowserMatch ^Mozilla/4 gzip-only-text/html # Netscape 4.06-4.08 have some more problems BrowserMatch ^Mozilla/4\.0[678] no-gzip # MSIE masquerades as Netscape, but it is fine BrowserMatch \bMSIE !no-gzip !gzip-only-text/html # Don't compress images SetEnvIfNoCaseRequest_URI\.(?:gif|jpe?g|png)$ no-gzipdont-vary # Make sure proxies don't deliver the wrong content Header append Vary User-Agent env=!dont-vary


Step 5: Enable Expires Headers

Normally browsers use Expires headers to checkfor how long a page component can be cached. Components that are static such as images, should have headers like far-future expires, but essentially, every page components should have expires headers. To enable this feature, simply uncomment the appropriate line and write “ExpiresActiveOn” just above it. Check below:

## Add default Expires header ## http://developer.yahoo.com/performance/rules.html#expires ExpiresActive On ExpiresDefault "access plus 1 year"


Step 6: Disable ETags

ETags are used by browsers to check and validate cached components across subsequent visits. They can slow down a site served from a cluster if the cluster hasn’t implemented them properly. It is best to just turn them off as follow

## If running in cluster environment, uncomment this ## http://developer.yahoo.com/performance/rules.html#etags FileETag none


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While waiting for a page to load, the application presents a cartoon image of a person wearing a business suit sitting in a jail cell. The image caption says, “Hey, everyone hates disclosures. We know you do, too. We’re doing our best to keep everyone out of jail. Please bear with us for a few more clicks. You won’t regret it, and our loan officers will stay out of jail.” Joan smirks at the image. She might not appreciate the number of forms she has to complete, but she understands the serious nature of applying for a loan.

Humor is an important aspect of life. Researchers find  humor has many positive benefits . It can reduce stress, increase psychological well being and increase tolerance for pain. Most of us have had experiences in which we’ve used humor to lighten a mood or cheer someone up. Humor is integral and inherent to human relationships.

You can use humor in your design (both in the process and the product) to create a positive user experience. We want to develop positive relationships with our users — humor can help make that happen.

But how do I do this?, you might ask. Do I need to be a comedian? Should I format all of my FAQs as knock-knock jokes? The answer is no to both of those questions. You can incorporate humor in your design, maintain your brand identity and not look like you are trying too hard in the process.


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