From a Web of Pages to a Web of Experiences
We’re in a major period of transition, as our Web of pages shifts to become a Web of experiences. The “last millisecond” and the behaviors it triggers have become less a consideration and more the norm in this always-on, customer-first universe.
Consumers don’t just expect, they demand, more spot-on experiences and personalized journeys from the brands they frequent. They don’t want websites. Websites are boring – necessary evils in their fully integrated lives.
Web experiences, though, are something special. That’s what pulls consumers in and inspires purchases, viral chatter and other key actions. A Web experience is something we, as consumers, can climb onboard for, feel good about or get behind. It’s something we can all relate to on a bigger level.
This shouldn’t surprise us; we’re in the experience business and have been for a while. The next phase is optimizing those experiences with our collective eye on creating perfect experiences. It’s doable. Since you have a site, you already have the data, the content and the context – three key pieces to building a Web experience. The next step is to tap into the brave new user experience (UX), design and tech worlds to create something even bigger and better: a true experience.
The world of new UX and the new world of experiences – Website experiences
Brian Solis, a thought leader in the space, unpacks this even more in his book, “X: The Experience When Business Meets Design.” He mentioned that this is “…a new era of business in which your brand is defined by those who experience it.”
A marketer’s job is to understand how customers experience their brand and work to define those experiences to benefit both sides. No longer are great products enough to win over consumer sentiment, he explains; instead, we all need to be razor-focused on building and cultivating the most meaningful experiences possible – experiences that stretch across all of our brand platforms.
Why does it matter now? Because, we’re in a website crisis, really. On the average website, nearly two in five users don’t complete even the simplest tasks. Design and UX are issues. The simplest transaction is loaded with steps and page after irrelevant page of info.
It’s not surprising that so many people ditch their carts before buying their shoes, downloading their music or booking their flights; they’re just not good experiences. They’re not meant to be. They’re meant to be websites. And the average person will give a website about 60 seconds before calling it quits – that last millisecond is a powerful pull.
How we’ll shift to a web of experiences
This goes beyond just finding (or not finding) our way through cluttered and poorly organized pages. Once upon a time, websites provided dazzling new ways to communicate our brands. They were cutting-edge methods that boasted transactional experiences without the hassle – things that, prior to the Internet, we had to do in person or over the phone (the horror).
Fast-forward two decades, and now, we casually toss around the term “digital experience” to describe the exchanges that have become utilitarian in nature (e.g., booking a flight, contacting customer support, ordering new sneakers, paying a credit card bill).
They’re totally transactional, but still, we assign the term “experience” to them, too. Today, everything has become a brand experience. Is it really though? Within a typical website, there’s a set construct – it’s a web page, after all.
As technology has evolved, and we’ve seen things like CSS, Angular and app-development take center stage, a new path has begun to take shape – and it’s filled with opportunities for more elegant experiences.
A good example? We can accomplish things on one screen that once took many — gone are the days when users had to be catapulted from one section of a site to another to download PDFs, check size charts, and review dates and times. We can now engage consumers in ways that truly reflect the way they do things in “real life.”
Web experience approach boils down to UX and human-centered design. Contact Musato Technologies today to learn more about our web services to boost your online presence and corporate identity. – Article first published by Website Magazine