The ultimate guide to a more customer focused website: Part 7 the scroll

Blog Header the scroll

This is the last in our 7 part series on how to create a really customer focused website. If you would like to read the first six blog posts they are available here. Today we are looking at the final part of the final piece of the puzzle:

The scroll

What exactly do we mean by the scroll?

The scroll is everything underneath the fold. It is what you see when you scroll down.

It is essential that everything beneath the fold ties in with the rest of the page. As with the part above the fold, it also needs to be completely customer centric. The previous 6 blogs in this series looked at aspects of a website above the fold. However, due to the increased use of smart phones, most people instinctively scroll down.

The elements included on the scroll depend greatly on the website page in question. When you are thinking about what should be included, it is helpful to ask yourself three questions:

  1. What is the purpose of this page?
  2. What is the best way for visitors and existing customers to interact with this page?
  3. Is everything included relevant?

When I am developing a new webpage, I always refer back to these three questions. We recently redeveloped the Jersey Beauty Company website and this process was really helpful.

1. What is the purpose of this page?

Is it to educate visitors? Is it designed to interact with them or perhaps to sell them something? If this is unclear you are liable to include content for the sake of it, without any real direction. Once you’ve got the purpose clear in your mind, it becomes easier to prepare relevant and useful customer focused content.

For example, if we look at the Jersey Beauty Company  (JBC) home page, there are many different things included on the scroll, each with a different purpose. The first thing I wanted to do was to build credibility and trust. Existing customers or new visitors tend to trust companies that are already working with organisations they recognise. Including brand logos, either of products you sell or your client companies, is a quick and easy way to build trust. It demonstrates to visitors that you are an established company, that you sell a range of high-quality products or that you work with a range of well-known companies.

You can also build trust with a money back guarantee. If you scroll further down the JBC home page, there are three tiles. The second tile says ’30 day money back guarantee’. The visitor should feel reassured that if they purchase an item and its not right or isn’t as they expected they have time to return it.

Information included on the scroll should also help direct visitors to the right products for them. This brings us neatly onto point 2.

2. What is the best way for visitors or existing customer to interact with this page?

You know the purpose of the page, in the case of the JBC home page scroll, to build credibility and direct the customer to the correct landing page for their needs. Next you need to think about the best way to communicate this purpose to your visitor or customer in a way that makes sense for them? Once again, it is important to keep it all about the customer. It is helpful to put yourself in your visitor’s shoes, imagine that you are visiting this site for the first time. What information is required and how can we present it in such a way that it will engage and entice.

If you are a business, like JBC, with a wide range of products, breaking them down into easy to understand categories, is often very helpful. When you scroll down the JBC home page, you see our three main product categories: ‘nourish dry skin’, ‘sooth sensitive skin’, ‘balance oily skin’ and ‘soften wrinkles’. There are also two large tile options: ‘shop by brand’ and ‘shop by category’. If you are new visitor to the site and you are unsure which product is best for you, the site can feel very overwhelming and visitors may abandon their search before it has even begun. This easy filtering system acts as a navigation guide, helping visitors to easily reach the best landing page for them.

3. Is everything included relevant?

Make sure that everything on the scroll should be there. It is really tempting to add things just for the sake of it. Don’t do that. Remember the original purpose for the page. If it is about increasing customer trust, how is that demonstrated on the scroll. Often you are simply trying to make it as easy as possible for the visitor to get to the next relevant landing page for them. How is this page doing that? If it is about getting the customer to press the buy now button, is it easy and enticing? There are always things that should be included but I still stand by the mantra of less is more.

There are so many more things which could and, depending on the page, should be included on the scroll. They might include: downloads, videos, testimonials, images, product features and sales tables. However, I always find it helps me get the focus right, if I start with the three questions above.