How many times has this happened to you: a friend recommends a restaurant, and the matter is to be settled once you can take a look at the menu. Going to the nearest computer, you perform a Google search, and click on the restaurant’s website. What follows is a nightmare of Flash, noise, and more times than not a hard-to-find, if not impossible, to locate menu. If the restaurant is lucky, you’ll either forgive the hardships pressed upon you to find simple information, or you’ll find the menu through a user-post website.
Restaurants are just one of many industries wherein the existence of a website can mean dynamic increases in business. With that said, restaurant websites are one of many that continue to fall prey to poor website design. Restauranteurs, colleges, and other entities fail to understand that their websites aren’t meant to showcase what they want people to see as much as their websites should provide individuals with what they want to know.
It doesn’t take analysis of online surveys for a restaurant entrepreneur with a small budget to conclude that those visiting are doing so to obtain basic information such menu, hours of location, and where the restaurant is located. Universities should have no problem deducing that while alumni news and campus press releases are important components of their websites, nothing matters more than making it easier for people to get access to faculty contact information and basics about admissions. Yet countless continue to create web reflections of themselves that do nothing but making visitors turn the other way.
Because the Internet is considered to be the simplified avenue to information anywhere, the inability for information to located, especially where it would be assumed to be most likely found, results in an upset-level far above normal. People don’t use the web to experience an interactive introduction to the way your golf store does business; they simply want to know how much a lesson plan costs. It’s information people want from you, not entertainment. Entertainment they can get anywhere and they certainly don’t expect it nor want it from a small business.
Studies show that 45 percent of people will balk on an online purchase if they’re asked to register with a site. While this doesn’t have much to do with design, consider that huge number. That’s an enormous percentage of the population that doesn’t sit well with website dissatisfaction. They know that in an arena with countless options it doesn’t take much work to leave one website for another.
How do you keep them around? You spend less time giving them things to look at and more time providing them with the information they want.