The experience that your website visitors get completely defines how likely they are to do business with your company. Give them a bad experience and they will not be calling on your services or ordering your products. Give them a great user experience (UX) and they will be much more inclined to use your company for what they need.
For a successful online business, a lot of focus should go into providing an excellent UX to increase the numbers of conversions. Recent studies showed that good UX design can raise a website’s conversion rates by up to 200%.
Whether you are selling products online or you want customers to call you to book your services, your key business objective is to generate as many leads/sales as you can. If a potential customer arrives at your website and it is difficult for them to use, they are going to head to one of your competitors. So don’t let that happen – make sure that you fine-tune your website’s UX design with the help of these tips:
Understand your users’ needs
The first part of delivering a great UX is being able to understand the wants and needs of your users. What do they want to find on your website? How do they want to receive information? Do they prefer video content or text? Getting into the mind of users, rather than thinking what YOU want them to read, is the first challenge.
Too many business websites make the mistake of trying to wow their visitors with content without thinking whether that content is actually of any value to the user. So when you are creating content and designing your website layout, you should always be thinking of the user first and foremost.
Make the user journey simple
Nobody enjoys going round the houses to find what they want. Website visitors want to find what they need quickly and simplistically. If your navigation set up leaves them aimlessly trying to find content then you are going to end up with frustrated users. Make the navigation as simple as possible, with clear menus and as few clicks as possible to get to important information.
The largest proportion of internet users comes from mobile devices rather than desktops, so website design and content should be based heavily around the experience of these users. Older websites tend to be geared more around desktop users but with more and more users accessing the internet through their smartphone, it is important to have a responsive website design. This means that the website structure and content will adapt to the most suitable display for that type of device.
Without a responsive design, mobile users are likely to have a very poor UX, facing difficulty with navigating around pages and viewing content.
Colour and typography
It can be very tempting for some website designers to use fancy typography and lots of different colours to try and make a website as attractive as possible. However, too many different colours can make a website feel too busy. Also, the contrast of colours is really important in UX design. If you use colours that do not contrast well with each other, it can result in accessibility issues. For example, having light coloured text over an image with light coloured areas can be problematic. Stark contrasts work better, such as white on black, or dark coloured text on light backgrounds.
Fancy typography that looks like joined up handwriting or other themed fonts can seem like a really good idea but if people struggle to read it then it defeats the purpose. So be careful when choosing stylish fonts, especially in long pieces of text, as again this can result in a bad UX.
Keep it simple
Last but definitely not least, try and keep it simple when it comes to the design and layout of your website and content. Too many images, too much text, cramming content onto one page etc. will not get good results.
In fact, putting too much content on can mean that your promotions are vying for attention and distracting users from the main messages that you want them to receive.