The Three Most Important Characteristics of a Support Web Site
Well-designed support web sites encourage customers to invest their time to explore and discover the information they need. There are three critical characteristics that make or break support web site effectiveness.
Three Critical Elements of Effective Web Support Design
The primary objective of a support web site is to help customers find the information and resources they need quickly and intuitively. Page layout, navigational aids and clear and aesthetically pleasing presentation of content encourages customers to invest their time to explore and discover the information they need. Well-designed support web sites offer the proper balance of form and function to engage visitors, encourage repeat use, and ensure that each self-service transaction is successful.
Site design elements include:
- Look and Feel
Look & Feel
The look and feel of the support web site are critical, as it sets the tone and first impression for customers and others that visit the site. Typical support web site users are looking for information to help them complete a task, solve a problem, or answer a question. They are usually in a hurry and are more likely to scan and skim pages, rather than read them in full. Sites that have a good look and feel are much more likely to grab and keep the attention of visitors, by providing a clear and intuitive path to the content they are looking for.
Convenience represents the ease by which common resources and frequently requested content are easy to identify, access and use. Design elements focused on convenience may include the options offered within a menu, lists of frequently requested information, or other visual aides to suggest how a customer can find what they need (e.g. search, browse lists, images, etc.).
When customers struggle to find the resources they are looking for, or visual cues to suggest an approach to find what they need, they are more likely to give up on the attempt to help themselves and request assisted support, or worse, go away dissatisfied and still in need of assistance.
While convenience provides the visual cues to help visitors determine what they may need, navigation provides the path to a successful self-service transaction. Navigation takes many forms including menus, lists for browsing, and the option to search. Once a visitor embarks on a journey to find the information they need, well-designed sites will offer intuitive navigational aids to help the customer determine the next logical course of action.
The digital transformation of support is defined by an increased use of digital technologies to improve and extend core support processes and enable new service capabilities. Self-help tools and content provided through the web are fundamental to support’s successful digital transformation. This Playbook outlines the five elements of well-designed support web sites.
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