Back in the early 2000s, I spent a significant amount of time in web usability consulting. What the heck's that?!?! The process involved live testing of how users interact with a website. Clients included everyone from small business owners and publicly traded corporations to the United States Air Force. The overall experience was a huge eye-opener.
After you get past the emotional reactions and harsh testing comments, the feedback provided by users was invaluable. User feedback helped clients identify severe flaws in the design of their website. Including, serious marketing issues.
One of the most common points of confusion during testing was the inability of users to find information on a given website. To which designers and business owners would angrily respond with, "what are they talking about? It's right there in front of them!"
Right there in front of them ... That's a critical point. Because it illustrates how what you see and what your website users see can be completely different.
Having reviewed hundreds, possibly over a thousand event websites, I can tell you with absolute conviction that most event organizers are not connecting with users. If users don't connect or understand your website, how are you suppose to compel them to attend your event?
Here's a little suggestion. You need not be a web usability expert to take advantage.
If you really want to improve your event website, do a little live website testing. Get people (not family, coworkers, or friends) to give you honest feedback on your event website. Put a person from your event's target market in from of a computer or mobile device, and get them to go through your website.
Ask the person to talk through the process out loud. That's key, they have to verbalize what they're seeing and thinking.
Is this suggestion going to take a little work? Yes. But the improvements you can make to your event website will result in more people attending your event. I promise you, you'll be amazed by the actionable feedback you receive!
Want to get more info on improving your event website? Check out the articles below:
- What is Web Usability? And Why You Should Care . . .
- Web Usability: The Importance of Balancing Content and Graphic Design
- Hitting a HOME RUN with Your Web Site
- Don’t Pollute Your Web Site
- Do You Make These Usability Mistakes?
- Objectivity Paves the Way to Online Success
- LCU (Least Competent User) Usability Testing
- Web Usability - ALERT! Dominant Users and Focus Groups