It’s best to think of your anonymous visitors as drunk sociopaths in a hurry. You only have a few seconds in which to convince these new visitor to stay on your site, and if you make any part of your site the slightest bit confusing, your new visitor needs only to twitch their thumb to the back button to head back to Google and move on to your competition. With the vast array of competing websites out there, why should anyone put up a less than stellar website?
That’s why you need to design your website with the assumption that every visitor is a crazy, lazy drunk. That’s the key to a persuasive website.
Let’s break down our user’s pathologies and what they mean for us:
The visitor is a sociopath. They care only about themselves, so you need to write to them. The majority of websites, talk endlessly in the first person. “We’re the number 1 blah blah blah” Who cares? Talk to your user, hold up the mirror, describe them to themselves. I’m my favorite topic. That’s true of everyone. So always try to talk to your visitor about themselves.
The visitor is lazy. If you put any undue restraints or requirements on the user, they will just give up, and leave your site. Have to click eight times to find a product? I’m leaving. No clear next step? I quit. Remove every friction point because we’re just that lazy.
The visitor is drunk. Let’s assume both my reading and decision-making abilities are impaired. Strip away all the unnecessary garbage on your site, make everything big and obvious, and reduce any unnecessary decisions by making those decisions for me in advance through defaults or removing them entirely. Though despite being drunk, they are deeply distrustful of you.
Is the user actually a crazy, lazy drunk? No, of course not– okay maybe some of them– but if you adopt these extremes as a mindset, and design for them, then your site will work at its absolute best.
For an outstanding experience, you need to meet the needs of your visitors. People, when visiting your website, are goal-driven. They have a pain or need they need solved, and very little patience for your nonsense.
If your website meets the needs of your visitors by being easy-to-use and properly positioned, it will become the most effective sales person you have.
Here's the problem with web design: it's focused too much on design, and not enough on results. You may be at a loss when it comes to knowing if your website is setup properly. Sure, you may have a great site— a beautiful site with wonderful content— but does it make you any money for your business? And if not, then why not, and how do you fix it? Even if you wanted to improve your website, most of us are left scratching our heads wondering where to even begin.
“We were not satisfied with the conversion percentages on our site, both from organic and paid traffic. We needed help determining if it was a traffic issue or if there was a leak in our sales funnel.
We were able to pinpoint solutions to generate higher quality web traffic and a variety of ways to streamline the purchase process on the website.
Their advice has resulted in higher quality web traffic, higher conversion percentages, and more sales revenue!
—Mark Pulda, Founder of Made Man Nutrition
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