Question :
How can I redo our web site to make it easier to use.

Question submitted 18/05/20 @ 08:48am
Industry: Digital and Technology
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    Probably need to share some more information in order to get the best advice. ie who are you targeting, what are you trying to achieve with your site etc


    It sounds fairly straightforward – make it easy to use. But it takes a lot of skill to make websites both look good and work well (for both the user and the owner, oh, and Google as well of course!).

    So you need to think about it from your customers point of view – who are they, what do they want to know, what do they need. And that can be different depending on how they reached your site.

    Then you need to guide them from whatever stage they are at in the buying cycle to taking the next step. That could be someone still in the research phase of buying (i.e. they have a problem but don’t yet know what kind of solutions are available). Or it could be someone who knows exactly what they want and are ready to buy it.

    So that ‘next step’ could be contacting you with questions, or reading more detailed content or downloading a white paper. Or just adding an item to their shopping cart. But whatever it is, ‘how to take that next step’ needs to be clear and obvious. Remove distractions and confusion, make ‘calls to action’ easy to find and don’t make people jump through more hoops than is absolutely necessary.

    And do test your site on your phone – does it work well, does it work at all. Around 60% of all website visits now come from phones – so this isn’t optional anymore 🙂

    It’s also helpful to have Google Analytics set up for your site (and know how to use it). Then you can start to understand how people move through your site (and where you lose them).


    Kia ora @bay-plas,

    Some good advice above. My only thoughts: You say you want to “redo” your site “make it easier to use” – this implies that either you feel it’s not easy to use, or you’ve heard from others that it’s not. Kei te pai…

    One approach you could take on this would be to look at some “use case” scenarios. That is:
    – Who’s visiting.
    – What are they trying to achieve;
    – What steps do they need to take to achieve it.

    Once you have this, identify the top 1-3 that potentially drive your sales funnel. Tackle improvements on these first. Your goal is to eliminate friction in that flow. Make it all easier. You can also talk to your customers (users) and validate your findings.

    Once you have done this you should be able to work out what needs to be done to reduce/illuminate the friction. Involve your web folks in this. I’m sure this approach will be something they’re familiar with.

    mentioned Google Analytics (GA). You’ve got to build visibility first if you don’t have it and GA is an essential too for this. There’s also things like A-B testing where you test-and-learn on changes you make. Useful if you have sufficient transactional volume.

    Last thought. If above sounds kind of involving and complex then that’s because it can be. People specialise in this stuff and you’ve got to ask yourself whether you want to build your own expertise in this (vs. doing your core business). Also, if you have a business that suits a standard eCommerce kind of implementation – select a qty of widgets, adding them to a shopping basket and then checking out – it may be worth just piggy backing the superior user experience of standard platforms out there (shopify, magento etc. ). If you have a service company investigate standard service offerings that might fit. There may even be one suited to your industry.

    I hope that helps. Happy to help more if you want to reach me via LinkedIn.

    Kia kaha!


    ps: Sounds like there may be some govt initiatives targeting eCommerce enablement/improvement for businesses in the pipeline. So, worth keeping an ear to the ground on this…

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