As the internet economy matures, it is pulling in older demographics that may initially have been resistant to the online realm. If this age group is part of your target market it may be time for your business to check that it appeals to this older market segment online.
In fact – the over 65s – is now the fastest growing age group for online retail spending and, therefore, an increasingly prominent target market for online retailers.
The National Australia Bank’s (NAB) latest Online Retail Sales Index shows the over 65’s online retail spending rose up 0.6%. This is significant given the online spending growth in the 35 to 44 age group has almost stalled at just 0.1% (though they remain the largest spenders overall).
It follows that if you want to attract this fast-emerging sector you need to have a website that engages this age group.
Targeting is key
When planning your new or revamped website it’s important to consider your target audience.
For the best results, you should identify which market segment you want to attract to your website and their demographics. This will help you ensure the end result appeals to those specific groups.
If your target is older users, you may want to consider the following website design principles to ensure your target audience embraces what you have to offer online.
Designers in a variety of fields are fine-tuning their output to the needs of older users. Consider the mobile phones that are emerging on the market with larger buttons and simpler menus. The same principles apply for website design.
Here are some web design principles to help you engage and retain this sector.
Fabulous font
Like the mobile phones, the size of the text you use is important. With vision loss a factor in the lives of many older people it’s just plain silly to use text that is too small or hard to read. The choice of font is also important to ensure legibility online. (See our blog Typography Matters).
Streamlined design
Clean and uncluttered design works best. Avoid gimmicky design elements. Older people are not looking to be dazzled but to find value. Your site needs to provide that value proposition, up front, without tripping over its own design cleverness. Communication is the name of the game after all. Images should work in harmony with the text and be part of the communication matrix, not simply a feature. Avoid unnecessary distractions such as advertising and associated links or put them toward the back of the site. Also make sure that any call to action is not dependent on pop-ups that can confuse and put off older users.
Logical structures
Your website structure (i.e. menu design and layout) always needs to reflect the users’ perspective. This is particularly important when you are appealing to an older audience. Consider their understanding of your industry. Refer to data from customer service. What are these people asking your agents? What is confusing to them? Then feed that into your thinking about the right design website structure. Make sure the menus flow in a logical sequence providing the right amount of information in each layer.
Clear content
Older people come from a text-driven background. However, when digitised, a lot of information can be confusing and even daunting. Therefore keep the content concise, pared back and logical. Consider retaining slightly dated navigational techniques such as ‘click here’, especially when a lot of linkable information is presented on one page. Remember it’s not about the designer and his creative portfolio it’s about communication with your target audience.
Fatpublisher provides a range of website design services to our clients. If you are interested in finding out about our web design services, please contact us.
]]>