Your small business could be missing out on a key target market with money to spend because your website isn’t suited to their needs. A recent poll by McAfee of Internet users age 50 and up—that is, baby boomers and seniors—found this group is nearly equivalent to Millennials in their reliance on the Internet.
Users aged 50 and up in the study spend an average of five hours a day online—and specifically, those aged 50 to 61 spend an average of 5 hours and 42 minutes a day online. Those figures are just slightly less than the time Millennials spend online. And even those aged 62 to 75 spend an average of four hours and 36 minutes a day online!
About 90 percent of users in this age group have bought things online, 80 percent have done online banking and more than three-fourths have paid bills online.
To make sure your business website provides the best possible customer experience for these users:
- Use larger fonts or provide options to enlarge the font (some users may not know how to do this with their browsers).
- Avoid hard-to-read color combinations like white or light type on a dark background or light-colored type on a white background.
- Make it functional. Put plenty of white space around buttons or tabs so it’s easy to click in the right place. This is especially important on the mobile versions of your website.
- Provide options to talk to a real person. Many seniors still like speaking to customer service on the phone, so make sure this is a choice on your website and display your phone number prominently on the top of every page.
- Keep it simple. Busy designs can overwhelm older users who still aren’t totally Internet-savvy. Make your site design as simple as possible so it’s easy to see how to take relevant actions like checking out, contacting you for more information, or getting directions to your location. Simple design will not only appeal to boomers, but also to most of your customers.