User Experience (UX) is increasingly a hot topic in our industry, with the need to have a mobile friendly site that offers simple navigation and a seamless user experience being drummed in to digital marketers at every opportunity.
Some brands have embraced this, some haven’t. There are some incredibly immersive websites out there giving users a fantastic browsing experience across multiple devices. And there are some, errr, less enthralling sites out there. lingscars.com – an explosive car leasing website is wedged somewhere in the middle. If you haven’t dived into this site, do. The picture above is just the tip of this all-singing-all-dancing iceberg
Many have approached this website with their UX hats on and attempted to untangle the madness. Our agenda21 UX expert had a browse at it, and before running for the hills, he flagged the website’s background, messaging, colours, readability, distraction, call-to-action, not knowing where to click and music automatically playing when you land on the site, as his main bugbears. He’s not the first to have a stab at analysing this site from a UX point-of-view and he probably won’t be the last. But it is easy pickings when looking at a website as mind-boggling as this one.
Some have put a positive spin on it, arguing that it boasts lots of persuasive techniques, such as strong brand values, personality, transparency and an abundance of information that result in it actually being a refreshing change to a lot of other dull, repetitive websites out there.
It is interesting to note that Ling Valentine actually leases a lot of cars through this site, making it a good, successful car leasing website – much to the devastation of many UX specialists.
By creating a website that is so dissimilar to anything else – let alone anything else in the same industry, she has gained a significant following online. In her own words “I have to polarise visitors, and get them to choose to stay or go.”
If the site was to suddenly migrate to a beautifully crafted mobile friendly site then all of her current audience would scarper.
From a UX perspective, you certainly wouldn’t recommend that a website is developed to look like lingscars.com – but it’s interesting that something that has intentionally torn up the UX handbook is in fact very successful.
When it comes to UX, there are clearly plenty of off-the-shelf solutions that help remove flaws in the customer journey, such as enhancing the brand image, clear messaging, and minimising distraction, which can be implemented on a lot of underperforming websites. But as Ling’s Cars has successfully demonstrated, UX is rarely a one-stop-shop where changes can be added in isolation. When looking at improving the experience your users get, it is essential to understand the industry you are operating in, what competitors are doing and what your position is in the market. If these are acknowledged, the look and feel of your site becomes a better reflection of what your brand stands for, rather than an off the shelf solution that mimics everyone else.