Why Web Users Don’t Really Know What They Want from a Website
When designing or redesigning a website, it’s common for businesses to focus on giving users exactly what they ask for. After all, isn’t the goal of web design to meet user needs? However, as counterintuitive as it may seem, most web users don’t truly know what they want from a website.
This isn’t a criticism of users—it’s a reflection of how human psychology and behaviour shape our interactions with digital platforms. Users often can’t articulate what they need because they rely on subconscious expectations and experiences that influence their decision-making.
In this article, we’ll explore the reasons behind this paradox and uncover how businesses can design effective, user-centred websites without relying solely on user input.
Want to create a website that meets user needs—whether they know them or not? Partner with Smoking Chili Media, the experts in intuitive, user-focused web design.
Contents
- The Gap Between What Users Say and What They Actually Need
- Why Users Struggle to Articulate Their Website Needs
- Subconscious Expectations
- Limited Technical Knowledge
- Decision Fatigue
- How to Design for What Users Need, Not Just What They Want
- Prioritise User Experience (UX) Research
- Create Intuitive Navigation and Layouts
- Focus on Data-Driven Decisions
- Leverage A/B Testing to Validate Ideas
- FAQs: Understanding User Behaviour in Web Design
1. The Gap Between What Users Say and What They Actually Need
When you ask a web user what they want from a website, you’re likely to get vague or surface-level answers such as:
- “I want it to be easy to use.”
- “I need it to be fast.”
- “It should look professional.”
While these are valid responses, they don’t provide actionable insights into how to structure a website or deliver an experience that resonates. In reality, what users say they want often doesn’t align with their actual behaviour once they land on a site.
For instance:
- A user might say they want detailed product descriptions but then rely on images or videos to make purchasing decisions.
- They might insist on fast-loading pages, yet spend minutes scrolling through long-form content if it’s engaging.
This gap occurs because users don’t always know how to articulate their needs in the context of web design. This is where businesses must rely on research, testing, and design expertise to uncover what users really need.
2. Why Users Struggle to Articulate Their Website Needs
Several factors contribute to why users can’t always express what they want from a website. Understanding these factors can help businesses take a more empathetic and strategic approach to design.
- a) Subconscious Expectations
Users interact with countless websites daily, and over time, they develop subconscious expectations about how a site “should” work. These expectations aren’t always obvious to the user themselves, but they play a significant role in how they judge a website.
For example:
- Users expect a clickable logo to return them to the homepage.
- They anticipate search bars in the top-right corner of a page.
- They prefer predictable navigation menus but may not realise this preference until confronted with a confusing design.
These expectations are shaped by prior experiences with well-designed websites, even if users can’t explicitly explain them.
- b) Limited Technical Knowledge
Most users don’t have the technical background to fully understand what’s possible in web design. As a result, they may struggle to articulate their needs in a way that aligns with best practices.
For instance:
- A user might request a visually “busy” design, not realising it could overwhelm visitors and increase bounce rates.
- They may not understand the importance of responsive design, even though it’s essential for mobile usability.
It’s the responsibility of web designers and developers to interpret user feedback and transform it into effective solutions that balance design trends, functionality, and usability.
- c) Decision Fatigue
The digital world bombards users with choices—from endless website features to complex navigation structures. This can lead to decision fatigue, making it harder for users to define their needs.
For example:
- A user might request multiple filters on an e-commerce website but find themselves overwhelmed when faced with too many options.
- They may prefer simplicity in hindsight but struggle to request it upfront.
Decision fatigue highlights the importance of reducing complexity in web design, even when users initially request the opposite.
3. How to Design for What Users Need, Not Just What They Want
- a) Prioritise User Experience (UX) Research
Rather than relying solely on what users say they want, conduct thorough research to uncover their actual behaviours and pain points.
Action Steps:
- Use tools like heatmaps and session recordings to observe how users interact with your website.
- Conduct usability tests where real users complete tasks on your site and provide feedback.
- Analyse user journeys to identify where visitors drop off or encounter frustration.
- b) Create Intuitive Navigation and Layouts
Users shouldn’t have to think about how to navigate your website—it should feel instinctive.
Action Steps:
- Follow established design conventions, such as placing the navigation menu at the top or side of the page.
- Keep the layout simple and uncluttered, using whitespace to guide the user’s eye.
- Use clear labels and call-to-action buttons to reduce confusion.
- c) Focus on Data-Driven Decisions
Let data guide your design choices rather than relying solely on user opinions.
Action Steps:
- Use analytics tools to track user behaviour, such as time spent on pages, click-through rates, and conversion rates.
- Identify high-performing pages and replicate their design principles across other parts of your site.
- Monitor search trends to ensure your website aligns with what users are looking for.
- d) Leverage A/B Testing to Validate Ideas
A/B testing allows you to test different design variations to see what resonates most with your audience.
Action Steps:
- Create two versions of a webpage (e.g., one with a minimalist design and one with more visuals).
- Split your audience into two groups and measure their interactions with each version.
- Use the results to refine your design and ensure it aligns with user preferences.
4. FAQs: Understanding User Behaviour in Web Design
Q1. How can I tell if my website design meets user needs?
Use analytics tools to track key performance indicators (KPIs), such as bounce rate, average session duration, and conversion rates. Conduct regular usability testing to gather direct feedback from users.
Q2. Should I always follow user suggestions for website design?
Not necessarily. While user feedback is valuable, it’s important to interpret their suggestions in the context of design best practices and real-world behaviour.
Q3. How can I identify subconscious user expectations?
Research industry standards and analyse competitor websites to understand common design patterns. Use tools like heatmaps to track user interactions and identify what they expect intuitively.
Q4. What role does simplicity play in web design?
Simplicity is crucial for reducing cognitive load and making navigation easier. A clean, uncluttered design improves usability and keeps users engaged longer.
Q5. How can I involve users in the design process without relying too much on their input?
Incorporate user feedback into your design process by conducting usability tests and surveys. However, always combine this input with research, analytics, and design expertise to strike the right balance.
Web users may not always know what they want, but that’s not a roadblock—it’s an opportunity. By focusing on research, data, and user-centred design principles, businesses can create websites that meet users’ unspoken needs and deliver exceptional digital experiences.
Ready to create a website that works—whether users know what they want or not? Contact Smoking Chili Media today to start building a site that’s intuitive, engaging, and effective.
