Usually, my columns are filled with ideas about how to enliven your site and enrich the user experience with the latest technologies and the most recent advances in customer experience. American trends have consistently shown a widespread increase in cable modem and DSL use, so the ability to add more advanced features to sites seems obvious.
But there's another trend in North America: Internet use beyond the PC has finally reached critical mass. Other countries achieved this years ago; we're just catching up. What does this mean for Web site evolution? As much as they must become more advanced for broadband users, they must also be greatly simplified for other devices.
This month, I'm out of the office a lot, traveling. To ensure I'm always connected, I have a cell phone that syncs with Microsoft Exchange and a broadband modem for my laptop that connects to a cellular network.
While both devices are capable of advanced user experiences, my Internet connection has been a bottleneck. I'm currently in a rural part of America, and my broadband modem can't connect to the 3G (define) networks. My laptop's Internet connection is painfully slow and unreliable. I no longer check some sites I normally check daily as they don't devolve nicely with a slow connection. With my PDA, it's worse. Most sites just display poorly on it and take far too long to load, due to heavy graphics. Some sites offer mobile versions, but most don't.
If They Can Do It, So Can You
Microsoft Outlook lets you download just message headers when a connection is slow. This has been a saving grace for me when I travel. Web sites should be able to do the same thing. I usually check my friends' MySpace pages every couple days. I haven't looked for a month, however, because their pages are too slow. They all have fancy (and large) background images and songs that automatically play when you load the pages. MySpace loads these elements first and page content afterwards.
MySpace needs to devolve more elegantly. In the case of a slow connection, it should sacrifice background songs and images in favor of content. If your site uses a large Flash container to show today's top products, you should to have a similar devolution plan. On a slow connection, replace that Flash container with a static image or, better yet, text.
Not Just Slow Connections
This isn't just about slow connections. I've written before about the importance of making your site accessible for people with disabilities. As technologies evolve, we must always ensure the new user experiences have versions that work everywhere.
There are two factors at work here: new devices make getting online without a computer easy. And "access anywhere" unfortunately doesn't mean "fast access anywhere." Not only must our sites devolve based on the hardware accessing them (computers, PDAs, etc.), they also must devolve based on access speed. That means understanding the difference between a laptop with slow access and a PDA with fast access, and everything in between.
Thoughts, comments, questions? Let me know.
Until next time...
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Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
December 12, 2013
1:00pm ET / 10:00am PT