5 Ways To Make Your Website More User-Friendly For Older Customers

Originally written by Paul Gray about Small Business

The ongoing pandemic has changed many aspects of our lives, but perhaps most affected has been how we shop as a nation. From our weekly shopping to smart home technology to furniture, the changes in rules due to lockdowns have resulted in us having to rely more on online purchases as physical stores have had to close.

And for some, the changes will now be permanent, with well-known high street brands collapsing and only being brought back online.

“Many ecommerce websites still need to view older buyers as a viable demographic.”

While more and more older customers have embraced the internet and online shopping for the sake of necessity, many brands and ecommerce websites still need to view older customers as a viable demographic.

But can brands really afford to ignore potential buyers now? Specifically, a population group that was reported to represent £ 320 billion in annual household spending prior to the pandemic and those over 50 hold over three-quarters of the country’s financial wealth.

> See also: 7 Ways To Improve Your Small Business Website In 2020

Over 65s are not just a group

The market for 65 plus is constantly changing, not only because older customers incorporate technology more easily into their daily lives, but also as these consumers’ life experiences change and their tastes for fashion, shoes and the way they look after theirs Design, knock down your home.

For example, a customer who grew up with the swinging 1960s as the founding years will have a very different attitude than they did in the 1940s or 1950s, when rationing and frugality were anchored in the psyche.

Both customers, however, comfortably fall into the older buyer group.

There is a lot of research done each year on the latest fashion trends for younger consumers or the different styles and tech products they need, but very few brands are interested in what older consumers are looking for.

So what can brands do to successfully pursue this “gray pound”?

It is so important for any brand chasing this demographic to make sure they actually listen to and understand their customers. At Chums we have been in the industry for 40 years and specifically address older customers.

> See also: Design your website for improved customer loyalty

5 Ways To Make Your Website More User-Friendly For Older Customers

Here are 5 tips on how to reach out to the 65+:

# 1 – Make your website easy to read

An obvious one, but one that many websites still get wrong. A font size of less than 12 points is often difficult to read for visually impaired users, which means 12 points should be the minimum requirement. However, consider increasing the text size to ensure that your website will appeal to all users regardless of age.

It’s not just about the size, but also about the choice of the font style. This is because the small dashes at the end of a serif letter or symbol can blur in people with poor eyesight, making the text harder to read. So drop the Times New Roman in favor of a sans serif type for clarity and impact.

Likewise, you should make sure that there are enough spaces between lines and words to ensure that sentences don’t get blurred.

# 2 – Keep navigation simple

Ditch hidden menus and dropdown options for a clean and straightforward process. Many older shoppers don’t want to have to navigate a maze of buttons and links to see another page. Also, consider using the Previous and Next buttons to easily navigate to related content whenever possible, such as: B. on your blog page.

Another simple perk to making navigating your website more user-friendly for older buyers is to have easy access to your search box as many older internet users prefer to search directly for what they want. Also, make sure that the design and navigation of your website remains consistent from page to page. In particular, make sure that the search field, print button and page title are always in the same place.

# 3 – Nice-to-haves may be essential for older customers

Today’s senior shoppers grew up in an offline world where customer service means “face to face”. You should keep this in mind when considering potential points of friction in the end-to-end experience of a buyer over 65.

What may just be “added value” to younger buyers may actually be of vital importance to an older population; E.g. web chats for hard of hearing customers or advanced delivery notifications, in which it is indicated who is delivering an order and when, in order to deter unannounced callers.

# 4 – Don’t be too fancy with design

Simple designs are often most attractive to older buyers. They are linearly and clearly signposted, almost like a newspaper, because that sounds familiar to them. As well as websites where users can reach the bottom with just a few scrolls. Infinite scrolling sites where you never reach the “end” of a site’s content can feel overwhelming to older users and they may be dismissive.

Avoid exceptionally bright colors and combinations that make it difficult to see content like blue and yellow or red and green. Try to increase the contrast of your content – that is, dark text on a light background – but avoid light colors on a dark background.

# 5 – Reflect your customer back on him

Finally, consider how an older shopper might connect to your website emotionally, rather than physically. People respond best to marketing materials that reflect their own gender, age, and other demographics. Older buyers are no exception. So, consider taking pictures that reflect the user you want to target. You still have to be realistic, yet ambitious.

Paul Gray is the director of marketing for Chums, a website that sells clothing, shoes and housewares for the 65+ year old

further reading

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5 Ways To Make Your Website More User-Friendly For Older Customers

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