Speed Thrills 2.0
We’ve talked about speed many times in this blog, but here is another reminder from our friends at Marketing Charts.
When it comes to a “great online experience, shoppers primarily have two things in mind: speed and ease.” I believe those are the two bellwethers of any online experience, not just shoppers.
Some call it usability or functionality, but really it is the ease of use, ease of finding what we want, ease of understanding what is presented and ease of contacting a human. Surprisingly, speed and ease outdistanced personalization. A “proactive” web experience also ranked behind S&E. One reason might be that the ‘proactive’ experience requires more release of information and personal data.
Clean design with a simple, easy-to-understand brand story will serve you better than spending too much time on all the copy, links and complexity you add to your website. If you can’t simplify your message, then the customers are going to do it for you by going to a different site. Customers, donors, patients and stakeholders want it quick and easy.