What we can learn from Facebook’s UX Overhaul.
When a high profile platform like Facebook, decides to redesign their desktop and mobile platforms, it sends the fear of god into every other business, wondering if they too need to follow suit. Facebook’s recent keynote was an interesting one for User Experience and User Interface, they noticed that users predominantly use their platform to build a community through groups and events so they’ve redesigned their mobile navigation to support this, with group notifications and information appearing at the top of their users feed. With desktop to follow suit in a month or so.
But what does this mean for you? Don’t worry we’re not suggesting you follow in Facebook’s shoes and change your website navigation and overhaul your design. But we do have some suggestions for you to help you gauge whether your UX/UI experience is working for your business and your consumers and how to support your growing community.
TIP ONE: PERFORM AN ANALYTICS AUDIT
Set aside a little time to see how users move through your website. Are they dropping off at certain pages? Are your bounce rate and exit rates high? What devices do your users use to visit your site? Mobile, desktop? Both?
When you know how people are using your website it can allow you to make positive changes to better support them. If the users are dropping off at certain pages, what could be improved on them? Is the page load speed to slow? Does the page look good on mobile? If the answer isn’t positive it may be time to make some positive changes.
TIP TWO. PERFORM A CONTENT AUDIT
It’s easy to put a website live and just leave it to take care of itself, just updating the news and blog content to ‘keep it up to date’. But this could actually be hurting your business and your customer.
If your website has been created to encourage engagement it’s worth ensuring the content across the site is regularly updated. It doesn’t need to be every week, but work with your team to create bi-monthly or quarterly content changes – also remember that this doesn’t have to be copy, photography and video are a good way of keeping a website looking fresh.
TIP THREE. GET TO KNOW YOUR CUSTOMERS
You probably think you know, and we’re sure you’re do however, most businesses have an untapped audience who could be better supported through your website. Most successful businesses online have a thriving online community – the ones that share positive reviews on social media, rave about them to their friends and champion services or products. You may think this is hard to achieve or even difficult to cultivate and you’d be right if you’re looking to be the No.1 on trustpilot or have hundreds of thousands of followers on Instagram, but if you’re looking to grow sustainably – it’s perfectly achievable.
Our advice is simple. Do what you say you’re going to do.
All businesses fail to do what they say their going to do, but many businesses do this repeatedly. Whether that’s ensuring a booking system works every time, getting from A-B on a website or responding to a query… User Journey and User Experience can make or break your online presence and your online community.
GET THE BASICS RIGHT.
Take a leaf out of Facebook’s book and make sure your navigation is meeting your consumer goals, ensure that your website is working for them not against them. Banish those 404 pages, make sure your enquiry forms work properly, ensure that someone looking for something can actually find it. Simple as it may sound, efficiency is key.
REWARD THE GOOD.
The old saying is true, It’s easier to get a bad review than a good review. If someone leaves a poor review or isn’t happy with a service, we can be sure their friends and social media followers will soon know about it. And this can drown out the good reviews or positive talk in your community. Often once someone is peeved, there’s very little you can do to turn them around, no matter how many times you’ve given them a discount or sent them a basket of puppies.
Brand loyalty is hard to find in this day and age so try steering the conversation and begin by rewarding your current consumers. If they leave a glorious standing ovation on your social media or you receive an email that’s singing a staff members praises, give them a discount or send them the puppies. Although this may not always reach your reviews page, it will make a difference to that individual and how that individual speaks about you to their friends, family and social media followers. In turn this will create repeat business, potentially new business, build your community and brand loyalty. Which is the goal isn’t it?