We live in a fast-paced, time-strapped, multi-tasking world. Most Web users are lazy; they want instant gratification with minimal effort.
For startups, it is a challenging landscape because they may only get a single, short-lived shot to attract a potential user. Even if your product is useful, interesting or valuable, it also has to be immediately captivating. A harsh reality but it is what it is.
So, what’s the solution?
The answer is simple: easy peasy lemon squeezy. Translation: make your product a snap to get and use. Embrace the lazy Web user by playing into their inability or unwillingness to provide you with anything more than a momentary look.
If you’re Website isn’t easy, you’re dead. End of story. Yes, it’s probably overly dramatic but there’s too much competition and too many distractions to make things more complicated than they should be.
So what do you do?
First, make sure your messaging is crystal clear. In seconds, a user has to grasp what you’re offering, the benefits and why they should give you another 10 seconds of their time.
Second, make your product simple to use. As we talked about earlier this week, the registration process has to be quick and simple. The product must be easy to embrace, easy to get started, and it needs to provide a good experience in a short period of time.
Sounds easy, right? In theory, it should be at the core of a startup does but far too often a product is difficult to get, too complicated and challenging to use. The messaging is unclear, the navigation is bad, the experience is unintuitive, and product doesn’t provide any kind of satisfaction.
It means startups have to focus on making everything easy. It doesn’t mean the product is no-frills or simple. It means the entire experience has to be intuitive, seamless, “grit free” and provide value. At the same time, a user’s questions or needs must be quickly and easily met, otherwise they will abandon you in a heart-beat.
For anyone who wants to embrace the “Easy Peasy Lemon Squeezy” principle, it involves taking a hard look at your product to assess whether it is as easy to use as possible.
You need to be realistic and critical, and accept that big changes may have to happen. It may be the messaging, design, navigation or usability but you need to do whatever it takes to make everything easier to use.