A frictionless, fast, and easy experience

Online users are impatient. They don't like to puzzle over how to do things. Their time is limited. Their attention goes to many places at the same time.

What does this tell us? It makes clear that websites should offer a frictionless, fast, and easy experience.

Yet, we still see a bunch of websites offering the exact opposite.

What is a frictionless user experience?

A seamless user journey is a frictionless user experience. It’s about identifying where friction exists and ruthlessly cutting it.

Does your website work fine on desktops but not on mobile devices? You know what to do, right?

Does your website work badly on low-end devices, like cheap laptops or cheap Android phones? If your product or service aims at high-end users, fine, but If it aims at low-end users too, you have a problem.

Do you have an online shop and realize many users abandon the cart when asked to create an account? What are you waiting for to allow them to purchase from you as a guest?

There are plenty of places friction might exist. The main point is that any time users interact with your website, it should be as seamless and convenient as possible.

What is a fast and easy experience?

Things are self-explanatory here but let’s break them down a little bit.

How long does your website take to load its pages? It should be as fast as possible. Images should be optimized, with special attention to mobile. Architecture websites — or any other niche that heavily relies on high-quality images — can bring some pressure. In cases like this, each visual asset has to be analyzed individually.

What happens when users click on buttons or try to navigate through links, sections, or pages? The flow must be smooth, and the experience cannot be a laggy thing.

When it comes to easiness, avoid making users ask themselves:

How do I do it?
What do I have to do now?
How does that work?
Why isn't it working?
Where do I click next?

In short, make things intuitive even for the least advanced users.

Conclusion

Websites must offer a frictionless, fast and easy experience. As mentioned earlier, online users are impatient.

Remember, your website should answer users’ main questions in a simple and intuitive way. It cannot create problems related to the experience, not a single one.

Now, imagine a website that offers a great experience + helps your brand sell more and grow faster. It’s the outcome we try to accomplish here at Riffmax.