User Experience
Your website is your chance to show off exactly what your brand is all about and connect with your customers on your home turf. Here’s where you want your customers to go for information, helpful content, and buy your products. Your conversion rate is the number of visitors to your site that ends up converting into leads through a form submission.
Thinking about user experience when you’re putting your site together means you can help visitors find which product is right for them, help them decide yours is the brand they want to buy from or help them keep in touch — for example, by signing up for a newsletter.
So check your site’s analytics and note how people are behaving on your site – where they click, which pages they spend the most time on. Your overall user experience probably needs improvement if you see a high bounce rate (people leave the site after clicking on only one page) or a low dwell time (if it’s less than 30 seconds, it’s likely visitors haven’t found what they’re looking for).
“More people are ditching desktop computers for phones, so make sure your website works on any device.”
Good user experience basics
- Update content regularly so that your page stays relevant
- Test your website’s speed here
- Check that your pages load quickly – every second counts when it comes to keeping someone’s attention.
- It’s better to have less functionality or simpler design in order to keep pages loading quickly
- Ensure your calls to action – newsletter signups, buy buttons for products – are emphasised through attractive, logical design
- More people are ditching desktop computers to get online via phone or tablet, so ensure your website can automatically resize for smaller screens, and works well with tapping, swiping, and one-handed operation
- As with many things in life and digital marketing, the most elegant user experiences have the simplest design structures. You wouldn’t fill your shop window from floor to ceiling, so try to resist the temptation to do the same on your website
Pro Tips for user experience
Less need to drive traffic – if visitors to your site are buying from you easily, you don’t need to spend as much effort and money on other ways to attract more visits.
Cost-effective – a good conversion rate means you get more bang from bucks spent (i.e., higher return on investment) on the advertising that lured visitors to your site in the first place. Builds brand loyalty a great user experience encourages return visits.
Builds brand loyalty – a great user experience encourages return visits.
Tricky to master – creating a brilliant user experience involves a keen eye for design, copy, and user friendliness.
An ongoing process – there’s no one-size-fits-all solution, and you’ll have to monitor how visitors are using your site.
Test, and test again – try using growth-driven design principles to improve your website’s user experience.
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