Design for the User Experience: LogMyCalls Webinar Summary

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In a recent webinar with LogMyCalls, Tim Ash talked about some of gems that make landing pages work - but also reminded people there’s plenty to learn while watching the car crashes. 

There were hundreds of submissions and while there was only time to review a handful, Tim was able to cover a wide swath of sites focused on a number of industries - from  pets to web design, from  automobile to lab equipment.

Despite the huge differences in items sold and approaches to market, some common themes bubbled up:

1. Too many categories. A lot of the web sites use a ton of categories in the  left navigation either from poor prioritization or from attempting to boost search engine optimization. This is bad for users, who need a small number of clear choices.

2. No page harmony. Many of the sites used a “throw spaghetti at the wall” approach to design to see what sticks, rather than focused themes. This is jarring for visitors, who need to form favorable impressions in less than a second.

3. Lack of visual hierarchy. A range of the sites reviewed do not draw attention to important elements deliberately. User attention is not conserved for the center by making the sides boring, the headlines do not call attention to themselves, and there are often no clear boundaries between sections

4. Poor navigation choices. Most of the sites don’t present a clear “map” of the decision tree, or present them in ways likely to be understood only by the company - this is not intuitive for the user. 

The review of Dry Erase Board captures many of the recurring problems marketers need to pay attention to. Here’s a quick rundown of elements:

1. A bar of customer logos that scrolls left, and when hovered, scrolls right
2. A rotating banner that presents new options with fades in transitions
3. A chat or email box that scrolls up

Those are all moving elements presented within the first second of entering the site. Individually, moving elements can disrupt the experience slightly, forcing visitors to pay attention to motion and then come back to what they are scanning on the page. Built together like this, it disrupts s attention wholesale, allowing only the most patient and invested visitors to find what they need. 

Aside from motion, the problem with this is that the page interrupts the visitor before he or she has a chance to process what’s on the page. And process, the visitor must - the left navigation contains 20 choices not in alphabetical order, ensuring the visitor will have already forgotten the first set of choices by the time he or she gets to the end of the options.

There are a host of other takeaways from the reviews and it’s worth your hour to watch the LogMyCalls webinar, but for those who are after the cliffnotes, Tim has a few in particular that he wants you to remember. The landing page has two jobs above all else:

1. Make visitors trust you. You need to limit the bounces - the people who leave immediately without doing anything on your site. For that to happen, you need to need professional design, and trust elements like logos used with tact.

2. Present clear navigation. Once they trust you, present them with a clear set of options. One of the key jobs of the home page is to get people off the home page - but not with the back button.

Watch the LogMyCalls webinar.