Event Highlights | Lifeforce or Lifeless: Delivering an outstanding user experience
Black Sun’s fourth and final event in the 2021 Web 100 series focused on 'Delivering an outstanding user experience. Chief Digital Officer, Richard Dixon and Head of Digital Strategy, Dan Cowley discussed the latest tools and techniques corporate sites are using to better communicate their value creation story to their different stakeholder groups.
User experience determines how easily your content can be consumed by your audience, directly shaping how your digital audiences perceive your business and access your content, therefore influencing their decisions – the decision to purchase your products, apply for a job and even invest.
Trends among the FTSE100
- 6% of companies are using hamburger menu on desktop – due to the complexity the content on corporate websites, and the varying sophistication of users we are seeing less hamburger menus being adopted for these deeper corporate sites
- 3% use chatbots, with them tending to be featured in key areas such as careers sections where a specific task can be performed, but we are seeing that there is less utility for this in the corporate arena compared with other sites
- 84% of companies compared to 72% last year are utilising basic cross navigation through related links is beneficial – promoting the next best content in a tailored way and so extending the user journey and make the site more useful to your audience
- Cookie regulation is gradually catching up with wider internet implementation with 65% adhering to the new regulations compared with 55% in 2020
Key takeaways
Less is more
Through our research we have seen that users are increasingly looking for simpler interfaces with increased findability. Corporate websites are focusing on a clear and concise user experience with a greater use of space. Websites are also keeping the design simple to mitigate any understanding of what a user needs to do, where they need to click and how they can find relevant information themselves.
Users are looking for a simple navigation with quick access to content and an easy understanding of where you are within the site. It has become imperative to consider the use of jargon when delivering to various audiences and taking an outside/in approach in terms of taxonomy use.
Animations are becoming more prominent in corporate websites being utilised to engage users. The added creativity element creates an engaging and compelling user experience as the user navigates your site.
Continuation of conventions
We are seeing a lot of organisations re-focusing on the basics to improve user experience on their sites.
- 97% have an internal search feature
- 92% include a megapane/drop down navigation so that users can reach second and third-layer content a lot quicker
- 73% provide a visible breadcrumb trail so that users can see where they are in the site hierarchy
- 72% have a sitemap to enable quick navigation
- 69% highlighting useful links to important information in the footer, providing a different way to access useful content quickly
Investment in differentiators
Companies are increasingly turning their attention to creating interactive features that communicate their unique points of difference or their key messages.
- 59% utilising case studies well for narrative
- 61% showcasing thought leadership or insight articles – particularly aligning to what they see as their core purpose or unique point of difference
- 78% using video across their corporate sites
Evidencing transparency
Companies are searching for new ways to provide proof and transparency of business action
- 46% providing examples of their ‘strategy in action’ showing how their strategy is brought to life in practice
- 28% make business model clickable, highlighting 'proof points' for value creation
View this year's results
To request a personalised assessment, please get in touch with our Senior Business Developer, Naomi Hawkins.
About Black Sun
Black Sun is a global stakeholder communications company with offices in London and Singapore. We are united by a common purpose of making businesses more valued by their stakeholders. We are powered by a unique mix of strategic insight, creative inspiration and technology advantage, and help businesses communicate authentically how they deliver value to their stakeholders. We believe that inspiring strategic communications can spark positive change and drive long-term, sustainable performance.
Black Sun’s fourth and final event in the 2021 Web 100 series focused on 'Delivering an outstanding user experience. Chief Digital Officer, Richard Dixon and Head of Digital Strategy, Dan Cowley discussed the latest tools and techniques corporate sites are using to better communicate their value creation story to their different stakeholder groups.
User experience determines how easily your content can be consumed by your audience, directly shaping how your digital audiences perceive your business and access your content, therefore influencing their decisions – the decision to purchase your products, apply for a job and even invest.
Trends among the FTSE100
- 6% of companies are using hamburger menu on desktop – due to the complexity the content on corporate websites, and the varying sophistication of users we are seeing less hamburger menus being adopted for these deeper corporate sites
- 3% use chatbots, with them tending to be featured in key areas such as careers sections where a specific task can be performed, but we are seeing that there is less utility for this in the corporate arena compared with other sites
- 84% of companies compared to 72% last year are utilising basic cross navigation through related links is beneficial – promoting the next best content in a tailored way and so extending the user journey and make the site more useful to your audience
- Cookie regulation is gradually catching up with wider internet implementation with 65% adhering to the new regulations compared with 55% in 2020
Key takeaways
Less is more
Through our research we have seen that users are increasingly looking for simpler interfaces with increased findability. Corporate websites are focusing on a clear and concise user experience with a greater use of space. Websites are also keeping the design simple to mitigate any understanding of what a user needs to do, where they need to click and how they can find relevant information themselves.
Users are looking for a simple navigation with quick access to content and an easy understanding of where you are within the site. It has become imperative to consider the use of jargon when delivering to various audiences and taking an outside/in approach in terms of taxonomy use.
Animations are becoming more prominent in corporate websites being utilised to engage users. The added creativity element creates an engaging and compelling user experience as the user navigates your site.
Continuation of conventions
We are seeing a lot of organisations re-focusing on the basics to improve user experience on their sites.
- 97% have an internal search feature
- 92% include a megapane/drop down navigation so that users can reach second and third-layer content a lot quicker
- 73% provide a visible breadcrumb trail so that users can see where they are in the site hierarchy
- 72% have a sitemap to enable quick navigation
- 69% highlighting useful links to important information in the footer, providing a different way to access useful content quickly
Investment in differentiators
Companies are increasingly turning their attention to creating interactive features that communicate their unique points of difference or their key messages.
- 59% utilising case studies well for narrative
- 61% showcasing thought leadership or insight articles – particularly aligning to what they see as their core purpose or unique point of difference
- 78% using video across their corporate sites
Evidencing transparency
Companies are searching for new ways to provide proof and transparency of business action
- 46% providing examples of their ‘strategy in action’ showing how their strategy is brought to life in practice
- 28% make business model clickable, highlighting 'proof points' for value creation
View this year's results
To request a personalised assessment, please get in touch with our Senior Business Developer, Naomi Hawkins.
About Black Sun
Black Sun is a global stakeholder communications company with offices in London and Singapore. We are united by a common purpose of making businesses more valued by their stakeholders. We are powered by a unique mix of strategic insight, creative inspiration and technology advantage, and help businesses communicate authentically how they deliver value to their stakeholders. We believe that inspiring strategic communications can spark positive change and drive long-term, sustainable performance.