Not Evangelism

Wednesday, June 15, 2011

"Please scroll down to select size & add to your basket"

If every page on your website says this, you probably want to look at re-designing your page layout.

Especially if the item in question comes in only one size. Much like the "Please scroll down" message. Because, in this case, one size does not fit all.

The fact that the website needs to use this message suggests that they've had problems with their users not being able to find their primary action buttons, their calls to action; Add to Basket, Buy Now, whatever they happen to be called. Which means that they're not obvious enough - perhaps because they're not visible on the screen at target resolution.

But writing a message that users need to look harder - work harder, take another step - and putting it on every page, is not the answer.

Users look for something to click; they don't want to be hunting around. Every moment that users spend looking for a link, a button, is a moment closer to them leaving your website in despair. They don't want to resort to having to read the little, unimportant text on the page; they want a great big call to action. Buy Now.

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