With almost every business on the planet having a web presence of some description, it’s still surprising that so many websites are still, to this day, terrible quality.
With a poorly designed website that is ugly, difficult for your customers to use, and impossible to navigate, the reality is that you are often better with no site at all.
User experience – or UX – is becoming more important now than ever, as online consumers become more au fait with the web and how it is used. Ultimately, if you are trying to make money from products or services online, excellent UX is critical.
With this in mind, here are a few suggestions that could help you improve the flow, layout, and site issues that might just be costing you sales.
Hire the right designer
As dallaswebsitedesign.com point out, your website that is an effective online representation of your business. You wouldn’t open a real world store that is messy, confusing, and offers no help or customer service, so should your website be any different? The basic design of your site has to be clean, easy to navigate, and make sense to your customer. Don’t hire a designer without asking them vigorous questions on user experience – it should be at the forefront of what they are doing.
Appease the search engines
You should already know how important SEO is in terms of getting your business found online. And alongside great content and onsite technical details, user experience is one of the things that Google look at when it comes to ranking your site for your chosen keyword. As selfstartr.com state, Google look at your site’s ‘landing page experience’, and you also have to bear in mind that when you have a good UX, your content and articles are more likely to be shared – again, giving you that extra SEO juice you need to climb the SERPs.
Appeal to your customers
A lot of business websites around today look like they haven’t been updated since the turn of the new millennium. They are cluttered, unappealing, and difficult to understand. But, as we looked at in the intro, the modern consumer demands a lot more these days. They want clean layouts and need to be pointed in the right direction. The average web user doesn’t want to end up clicking through your site and ending up in a rabbit hole, or on broken pages. Always imagine what the customer’s experience is like – put yourself in their shoes – and make regular checks on your site to ensure everything flows in a logical and consistent way.
Focus on the right areas
So, how can you tell if your site is UX-friendly or not? According to Nielsen & Loranger, there are four things you should be looking at which could make a huge difference to the experience you are providing to your website visitors. These are: Findability; Information; Search, and Page Design. Let’s break these issues down a little more thoroughly.
Findability describes the ease of which your visitors can make their way across your site. Can they find the right product or services page with a click of a button? Is it easy for them to access your blog? Are your category names, navigation, and links easy to see and click within a matter of seconds? If not, you have some work to do.
This part of the UX mix is about the information you provide on your site, and includes things like text, images and media such as video. So, consider your product pages – does your site include high quality images that show each product in its best light? Are there compelling descriptions accompanying each product which persuades your customers to buy? And is there enough info about your company on your site, to ensure that your visitors trust you?
Search is, unsurprisingly, about the basic search functionality of your website. With good UX, your customers should be able to find what they are looking for, but it’s not always the case. So, if you don’t have a good search bar, what do you think your customer will do? The chances are they will head to one of your rivals and find what they are looking for there.
Finally, what does the layout of your site say about your business? These days, it’s important to look professional, easy to read, and sharp in appearance. Your site must use a legible font and include plenty of white space to allow your copy to breathe, as well as having easy to use navigation.
Hope this has helped you with a basic understanding of UX. Let us know your thoughts!