Everything you require your website visitor to do is considered a task. Even if the tasks are part of a complex system, product, service, or industry, they must be easy to complete. Just because your offerings are complex, doesn't mean the tasks have to be. Simplify them. Make the goal easy to achieve. Help your visitor engage and want to become a repeat customer.
On a journey to success
Think of the tasks you want your visitor to accomplish as part of a journey. At the end of the journey is the goal. First, you need to figure out what matters to your potential customer. Many of them don't know who you are, or what benefit you offer, or why they should trust you, so make it immediately clear. More than likely, they'll also want to find examples of what you offer, or how much your products and services cost. Help them along the way.
The journey must be simple and painless. If you wonder why you aren't engaging the visitor and converting them on your website, review the journey and make adjustments. Improve the experience significantly with a clear call to action (CTA). Try displaying a button with text, like "show me" or "add to cart." Tell a good story, make it about them, and be specific. Give them what they want, when they want it, so their journey is successful.
Simplicity isn't easy
No doubt about it. The best design leaders admit simplicity can be really hard to achieve. Here's what the late Steve Jobs had to say on the topic:
That's been one of my mantras — focus and simplicity. Simple can be harder than complex; you have to work hard to get your thinking clean to make it simple.
[and]
Simplicity is the ultimate sophistication. It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions.
One, two, three
Another method to making the customer journey an easy one, is providing a step one, step two, step three framework. Start with the primary objective — whether it's about contacting you, or scheduling a demo of your offering — by adding this CTA to the upper right area of your site so they won't miss it. Provide steps for the tasks that are more complex. Simplify the experience for them. Give clues along the way so they know they're reaching their goal.
No worries
The last thing you want is an aggravated customer. Even if your site seems perfectly logical and easy for you to use, it may not be. Put yourself in their shoes. You can find out if they're completing the tasks by conducting a simple usability test. Your ultimate objective is to provide an elegant solution that'll win them over with delight.
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