At the last count, it is estimated that there are more than 7,000 languages spoken around the world. Fun fact: There are more than eight hundred different languages spoken among the eight million people in Papua New Guinea. Chinese is the most spoken language in the world but English is considered as being the most powerful form of verbal communication on the planet.
Regardless of what language is spoken, it is without a doubt one of the most important aspects of any culture. It gives individuals a sense of cultural identity and is an essential tool for communicating with others. It also helps to build personal and professional relationships, and create communities. As technology has evolved, researchers have realised that the way language is used on the internet has an important impact and can make or break the online user experience.
The Way That Language Is Used Has a Direct Impact On The Online User Experience
Western cultures hold a high importance on the use of correct language and have developed orthographic and grammatical standards. The way a person speaks and uses language can determine their social status. With the introduction of the internet, the use of digital language has quickly evolved.
When creating and executing website design, developers need to understand the importance and value of correct language usage and how it can impact the online user experience. Though English is the common language used on the internet, platform providers need to be able to cater to users who speak English as a second language or not at all. Here are some of the reasons why using proper language is so important in our digital society.
When communicating online it is essential to communicate effectively in a manner that creates clarity and understanding. Unlike face to face communications, users are unable to read facial expressions or pick up nuances such as change in tone of voice therefore messages must be written clearly and concisely. Website designers need to remember to use the 3 C’s of communication (clear, concise and consistent) when developing web interfaces. This makes it easier for users to understand the information that they are looking for as well as any instructions that they may need to follow when signing up to services, making purchases, or when filling out detailed information such as online visas or other important documents. Research has shown that if users find information confusing or difficult to understand they will not return to use that website again which can translate into a loss of revenue for online businesses.
The tone of voice that is used on an online platform can make or break a business. The use of a great tone of voice can create a niche market that will help to retain existing customers and attract new ones. By effectively communicating brand values customers will better understand the personality and value of a business’s offerings. This can create a lasting impression for customers.
If customers are impressed with the message and services that an online platform offers they are more likely to share or recommend it to a colleague or friend which can directly increase revenue. By adopting a distinct style the brand can become instantly recognisable which also helps to raise brand awareness among consumers.
Inclusivity is when designers create interfaces that can be used by everyone, using a comprehensive approach by creating online platforms that can be used by a diverse group of users. The user interface also caters to those individuals who may experience interaction issues caused by unrecognisable disabilities that are situational, temporary, or permanent.
Accessibility focuses on creating user interfaces that are specially designed to help an audience of online users that may suffer from different impairments which make using online platforms a challenge. Accessible design ensures that individuals who suffer from disabilities can easily access and benefit from using the internet.
Action and navigation act as a silent guide when users move through a digital interface such as a website or an app and has a direct impact on the user experience and will determine their level of satisfaction and engagement. Good web and app design features menus that are consistent, use clear labels, and symbols that are easily recognisable. Extensive testing also aids in creating navigation paths where users can efficiently find the information that they are looking for.
Handling errors efficiently and providing clear feedback is essential for a good user experience. Poor feedback and explanation of errors that users encounter will discourage further use of a website or app. A good website or app will offer a clear explanation of why the error occurred and offer users a solution to the problem,leading to better client retention.
The creation of positive emotional engagement is the cornerstone to enhanced levels of user satisfaction which creates a stronger connection with a brand and also creates user loyalty. By designing online platforms that evoke a positive emotional response, users are more likely to recommend a platform to others and their emotional engagement also encourages them to explore any additional features or options on offer.
Conversion and retention of clients will determine the success or failure of an online business. The user experience should be seamless with pages that load quickly so that clients can have a positive experience when visiting the website which will lead to new clients and retention of existing ones. A negative user experience will turn clients away and they may even spread bad publicity by sharing their negative experiences which can make or break a company.
Use of local language has a great appeal to users and many customers have indicated that they would be more likely to use a website or services offered by a company if they are available in their native language as it helps to enhance their user experience and makes complex instructions and descriptions easier for them to understand.
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