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Millennials have become the largest generation of our time, and it is crucial for your website’s success that you catch this generation’s attention, trust, and loyalty.
Millennials have now become the generation with the most number of buyers and ever-growing influencers. A lot of them are entrepreneurs and innovators or beginning to make names for themselves in their respective careers. They are not just tech-savvy, but they can also veer trends to their preference.
If you were born anywhere between 1980 to 2000s, then you are part of the controversial Millennial generation that has caused marketers to throw their old strategies and techniques for, revamping web designs and marketing campaigns, just for your elusive, sometimes erratic, “thumbs up,” “like,” or “follow.”
If you are a business owner who stubbornly said that Millennials are not all that—sticking to your Comic Sans and overcrowded webpage designs just because you think they are still in style, check your site’s analytics and maybe you may want to change your mind.
The Potential of the Millennial Market
In this digital world where change happens even before we could catch up with the latest trend, it’s imperative to know the pulse of our market, and as of recent surveys, this market is dominated currently by Millennials. 48% of adults aged 18 to 29 years old were “almost constantly” online, and that most of their online activity was done through mobile. Millennials spend 211 minutes on their smartphones and the internet, and 31 minutes on their desktop.
They are still the leading users of social media apps and online shopping, with the highest online shopping penetration rate of almost 85% of millennials engaged in online shopping. They are also the biggest product consumers through social media apps, hence the rise of social media advertising and buy-and-sell activities.
Millennials also use the internet heavily at work. Since they are burn-at-the-turn of the century where digital advancement was in leaps and bounds, their internet usage is an integral part of their lives and the way they operate in this modern, digital age. To be fully functional nowadays mean you are conveniently connected to the digital community, and to communicate efficiently with the Millennial generation is online.
So, if in the past your website was just an afterthought or a supplementary marketing tool way down on the list of your campaign, I’m sure by now you have realized the importance of prioritizing your web design and make sure it is relevant enough to get this Millennial generation’s attention. If you want to tap on the buying power and market influence of this generation, then you need to check your website and see if it is a website Millennials will like at first sight, or completely abandon as soon as they stumbled upon it.
Millennials may be the generation that all others love griping about, but they cannot deny the fact that they are here and they have a say. Many blogposts have slammed Millennials for “ruining everything from banks, casual dining, napkins, homeownership, cereal, fabric softener, and even beer.”
B2B and B2C websites still find it a challenge to capture the attention of Millennials. Web designers, developers, marketers, and business owners will benefit from making a genuine effort to understand them, their interests, and why they are the way they are.
Their habits as consumers are different, their values are different, and their needs are constantly evolving, too. But it is not impossible to decode what interests them and what does not, including in the type and design of websites that work well with this generation.
Here are some types of websites that Millennials avoid on first sight, so you can avoid these pitfalls and revamp your website to stay relevant with the times:
8 Reasons Why Millennials May Avoid a Website
Lack of Trust
Trust is a big thing for Millennials. They are capable of researching for the best corporations and institutions to meet their needs. They value good feedback from the global community and will not just trust a company on face value.
Millennials value User-Generated Content (UGC) like crowd-sourced content, peer-reviews, and feedback. They trust UGC above any company-generated content.
Millennials are having some trust issues with businesses these days because fraudulent companies and websites proliferate on the internet. 84 % of Millennials say that what convinces them to make an online purchase is user-generated content on sites like the comment section, recommendation, and user photos.
That is why you need to ensure that your website is secure from hackers who are just looking for opportunities to employ ransomware attacks, phishing scams, and other cyber attacks. Know the latest trends and threats to cybersecurity, so your website is more trustworthy in terms of security.
Lack of Personalization
Millennials click well with companies that connect with them on a personal level. That’s why content marketing still is the best kind of marketing, especially with this generation. They need accessibility and respond well to websites with a soft in tone and approachable.
In the past, a company’s name alone is enough to bring them business. It will help if you humanize your brand with straightforward fonts and color schemes. Traditional fonts are turning from stark palettes to more playful fonts and logos in warm, friendly colors.
For example, Field & Main revamped their webpage design to be more relevant. Field & Main now looks more appealing to Millennials, with strong tones of humanity written all over the design, aiming to endear itself with a younger market.
With the market dominated by Millennials, businesses and websites need to exhibit trustworthiness so the younger generations will want to follow their brand and website, share its content, and even convert to avid customers.
When you are engaging with Millennials and younger generations, it pays to be more personal with your approach. When sending email campaigns, for instance, younger customers respond better when they are addressed by their names, because they know it is not just some random, generic, email being sent to them. Amazon champions in personalization. The sales and success Amazon demonstrates is proof that their strategies are working.
Millennials do not have all the time in the world to surf the internet. Salesforce notes that 71% of Millennials like to deal with companies that do not waste their time. Millennials want intuitive customer-facing technology. Millennials will quickly warm up to your website if it can add value to them and help them make use of their time more efficiently. For instance, Millennials have adopted the use of check deposits just by taking a photo of their check. Some mobile sites also allow a user to scan the credit card to quickly and safely encode the card number. If it saves them time and makes tasks more comfortable, the Millennials appreciate that.
Millennials also look for accessible, organized content. Salesforce notes that 52% of Millennials will abandon an online experience if they do not get a quick reply. Check your website if the structure is robust and if it is navigatable. Perform usability testing or analytics to discover the strengths and weaknesses of your website and address the weak points accordingly.
Your Site Is Not Mobile-Friendly or Non-Responsive
A survey survey shows that 86% of adults 18 to 29 years old use smartphones, and would instead use a smartphone than to have a computer or tablet. 90% sleep next to their phones, and 30% uses more than four types of devices a day. The following infographic illustrates the different ways gadgets can keep you awake at night.
Millennial B2B buyers cited that Millennials use Internet search and vendors’ websites as their two top means of researching products and services, and 62% do so on their mobile phones. Smartphones are an integral part of a Millennial’s life as they communicate, entertain themselves, do online transactions, and even donate or give via smartphones.
If your website is non-responsive, they will not bother staying on your website or coming back. A responsive website can adapt the contents of its website without changing the content and look into any device of whatever size.
Websites that are not mobile-friendly is the Millennial’s biggest pet peeve. Making sure that your website is mobile-responsive is not a luxury but a necessity for today’s market.
To know more about responsive designs, see this video below:
Outdated, Incomplete, or Inaccurate Information
After sites that aren’t mobile-responsive, the next most significant pet peeve for millennials is when it’s difficult (or impossible) to find relevant information on nonprofits’ websites.
Millennials got accustomed to having the world at their fingertips. With full access to data and informational resources, this generates expectations for transparency within the organization. They’ll find it hard to trust an organization if there are no details provided to them.
Updates made by organizations should include great and insightful stories, articles, and updated results and not just reformatting contact information. An updated website, with all its latest inspiring stories, campaigns, and movement, your website will avoid looking stagnant.
For millennials, this shows that you care much about creativity and the continual pursuit of growth and progress.
Unattractive Web Design
Millennials have grown accustomed to an ever-changing and significantly improving web design. An outdated website looks like you just don’t care. Millennials like change, and unless your website is selling vintage stuff or into the retro niche, then don’t let your website look like a throwback picture.
Millennials have a distaste for disorganized composition, complicated navigation structure, poor typography, and directionless color scheme.
The first impression should make an impact, especially if you are trying to reach out to the next generation of donors. Isn’t it that in almost everything, we try to look our very best? Consider that thought and think the same for your web design; has that relevant style of professionalism, and, at the same time, clean and slick.
People will extend a helping hand when someone needs help. Having a great vision, an essential cause requiring immediate action, and programs that will develop the communities are all good and should be the focus of the nonprofit, but that initial visual impression is crucial in establishing a connection.
For example, the following image below is bold and sleek, with clear images and high-resolution imagery that appeals to emotions.
Another example is from the Amazon website shows how the web designers used an organized grid and a good color scheme. This amazon page uses the grid to define products and make everything appear organized.
There are tools available to create practical and appealing web designs to communicate our cause and call to action. WordPress, compared to other CMS platforms, is used by more web designers in creating websites with ease. Other editing apps such as Canva can help users develop banners and other photo media for the webpage in high-quality resolutions with modern designs.
Weak Call to Action or Worse, None at All
Millennials know when you are just beating around the bush or worse if you really have nothing of value to say. In truth, millennials like very interactive user experience. Social media, blogs, and popular discussion sites like Reddit are driven by user-generated content and participation.
Their desire for connection, combined with their willingness and ability to do good, means your website is not just spewing information out but giving actionable points they can respond to. One of the simplest, most straightforward strategies you can use is to make “Donate” or “Fundraise” buttons available on every page so people can quickly donate anywhere they are on your website. If you want them to follow you or share your content, make sure they immediately see that on your webpage, seamlessly incorporated into the design.
According to Dream Grow, the different kinds of CTAs (Call to Action) can be any of the following:
Ask them to:
- Read more articles
- Watch, view or play video
- Email a friend; Forward to a friend
- Register for email; Sign up now
- Add RSS feed
- Download whitepaper
- Bookmark this site or page
- Add to favorites
- Print page
Social Media Share CTAs
- Tweet this
- Please retweet
- Like us on Facebook
- Follow on Twitter
- Share with colleagues (offer multiple options)
- Digg this
- Share PowerPoint
- Get on your smartphone
- Text for information
- Download app
- Contact us; Call now; Help
- Register now (website)
- Request a catalog
- Add to wish list
- Add to shopping cart
- Chat now
- Buy now! (Also Purchase Now!)
- Review our product
Add Content to Your Website:
- Add your comment
- Upload video
- Embed video
- Upload photos
- Upload presentation
- Share your work
Other web design mistakes that Millennials avoid:
- Slow load time of your webpage. If it takes time to load, they quickly move to a website that doesn’t.
- The web page is too long that seems to try the patience of the user.
- Expired information. Information that is not updated will mislead the user and make your site look unprofessional.
- Websites with broken or isolated pages, meaning it’s difficult for the user to return to the homepage.
- No interactive content like comments, reactions.
- Automatically plays music permission.
Conclusion: Revamp Your Website to Stay Relevant
In this ever-changing digital world, change is not just crucial; it is imperative if we want our websites to stay abreast with the latest trends, or even be trend-setters just like the Millennials.
Remember that there is another generation growing up right at the heels of the Millennial generation—Generation Z, who are also soon to enter the global market as sellers, buyers, and influencers.
Business owners and web developers cannot afford any generational gap in their marketing strategies, or they will drop out of these emerging generation’s radar. Don’t be the Nokia or Kodak of websites. Don’t let your website be left in the dust of innovation. Adapt, change, and continue to thrive with the times by keeping your website relevant and useful, able to continue serving the generations that come its way.
AUTHOR’S BIO: Mayleen Meñez Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, traveling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand up her sleeve, while preparing for her next adventure in the nations.