I Feel the Need for Speed


Published: December 4, 2017 Author: Jason Holicky - Hometown Design Studio Inc.
I Feel the Need for Speed

Along with the I Want to Know, Go, Do, and Buy micro-moments comes one more demand from your customers: I want it now

While most people use better manners when speaking to people, when engaging with content on their smartphones, most users are quick to get frustrated with even momentary delays. In fact, about 20 percent of smartphone users will immediately switch to another site or app if it takes too long to load, or takes too many steps to achieve a task.

How to Be Faster
There are two ways that your website visitors want you to be fast. The first is by not requiring too much of the user--people want it to be super simple to do what they want and get what they need. The second is by having a lightning fast website. How do you do it? 

1. Remove Obstacles
Consider the action you want your visitors to take. Whether it’s to make a purchase, fill out a contact form, start a free trial, or subscribe to a newsletter, always start with the goal in mind. 

Then, reduce the number of things your visitors have to do to achieve those goals. For example, don’t make people register for an account, set up a password, or do other administrative tasks in the middle of a purchase or download. You’ll break their momentum. Instead, leave those as optional tasks at the end. 

Take a look at the forms you’re asking visitors to fill out. Is it critical that you know their middle initials? Do you need a mailing address for an email newsletter signup? Remove as many fields as possible, no matter how much you want to collect the information. Leave only those that are critical to the transaction. 

Then, for the fields that are left, add drop-down menus, radio buttons, and other ways to speed up entry on a tiny smartphone screen. Remember not to crowd too many fields together, either, as it can be tricky to get the right one on a small screen.

2. Predict Behavior
What are the most common things mobile users are doing or searching for on your website? Find the one or two most-used items and put them right on page one. For example, if you’re a service-based business, put a big button right up front to Book an Appointment Now. Anyone who isn’t ready to book is already primed to do a little looking and reading, so make it easy for those prepared to take action.

Consider other shortcuts that users might appreciate such as using location-based data to serve information or a link that uses GPS data to give customers directions to your store from their current location in one click. 

3. Fire Up Your Website
Shoppers who are on-the-go are willing to put up with a bit of delay as service fluctuates while they move about. However, anything more than a few seconds is likely to drive away that 20 percent mentioned above, and anything more than several seconds will probably lose the rest.

To get an idea of how your site is performing, put your URL into Google’s PageSpeed Insights tool for a report. You’ll get a score along with customized recommendations for making your website faster. 

Share this report with your technical team. Many of the recommendations may be easy fixes--such as enabling compression--and you can improve your score immediately. Then, you can begin planning for other improvements that might require more time and resources to complete. 

Improving Experiences
Everything you can do to make the research and shopping experiences faster and easier for your customers, the happier they will be to return to you again and again. It’s no different than keeping a clean store, stocked shelves, and helpful salespeople on the floor in a traditional setting. Give your customers what they want, and they will reward you with their business.

Categories: Responsive Design
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
Web design is more than just pretty pages. You need pages that are designed to grow your business.

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