Imagine you’re on vacation and you step into a grocery store that you’ve never been in before. Do you think you could navigate the store, find the items that you need, and make it to the check-out to complete your purchase?
The answer is probably yes.
Why? Because most grocery stores tend to follow a basic, foundational structure and layout that does not vary widely between chains or locations.
Now, take that same idea and think about the internet, and more specifically, your website.
DELIVERING ON EXPECTATIONS
When you go to a new website, there are certain foundational elements that all users expect to be true:
- A logo at the top-left of the screen that takes them back to the homepage
- Top-level navigation to help get them to primary sections of the site
- A search box on the homepage or in the top-level navigation
- Information about who this website is made by (company, brand, publisher, etc.) and contact information in the footer
- Breadcrumbs (secondary navigation listed horizontally at the top of all subpages that shows where they are in the site)
In order to succeed online, no matter your business, you have to take your users’ expectations into account as a primary driver of the decisions you make in regards to the design and structure of your website. Because the key to helping your users find what they need and take the necessary actions that will achieve your business objectives – making a sale – is providing a good user experience
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