There are many ways to evaluate how effective your online presence is. Your website should be a window to your business and a true reflection of your brand values, services/products and highlight your key USPs that appeal to your target audience. It is important that you can be easily found on search engines through ranking for relevant search terms, solid coding and activating a robust SEO strategy (see our recent insight on website design best practice). But, once your ideal customer has found your site, how do you keep them there? This is where User Experience (UX) design comes into play and its role in customer conversions cannot be underestimated.
So, how can you optimize your website’s UX? Here are some easy tips to help you keep your website visitors engaged:
If you already have a website, make sure you regularly check your Google Analytics. This will show you bounce rates - when customers land on your site and then leave without further interaction on the site. More detailed analytics will also expose bounce rates for individual pages and browser drop-off points, revealing where improvements can be made.
If you are building a new website, be sure to set up Google Analytics and keep an eye on user behaviour stats to help improve your User Experience.
The content on your site should be unique and original. Consider using a copywriter to ensure your tone of voice and messaging is consistent and relevant throughout. Your browsers should be able to quickly and easily find what they are looking for. Your content should also be accessible to those with disabilities e.g. alt tags describe imagery to the visually impaired.
Your website must be easy to use for everyone. Slick navigation is extremely important. The best UX websites will offer multiple ways to navigate the content through effective use of header menus, a hierarchy of CTAs (call to action buttons) on individual pages, additional links within the body copy and the inclusion of a menu in the footer section.
Design vs. Site speed
Whilst design plays an important role in appealing aesthetically to your audience, reinforcing brand identity and to set you apart from competitors, it should not compromise site speed or usability. Users are generally time-poor and need to access and consume information as quickly as possible. Design elements such as large video files can slow site speed considerably. Google will also rank against sites with poor speed. According to research by Quora Creative, a load speed of 5 seconds or less guarantees 70% longer viewer sessions.
Building trust and credibility
A report by Big Commerce revealed that 92% of consumers read online reviews and testimonials when considering a purchase and 72% say positive reviews make them trust a business more. By including testimonials, accreditations and awards prominently on your site, you can help your audience understand that you are a trusted, credible and recommended business. You can invite users to delve deeper into your work through displaying recent projects where relevant.
With over half of all web traffic accounted for by mobile (Statista report Q2 2020), it is vital that your website is responsive on mobile. This is where minimal yet effective design really works. Nowadays, we have access to multiple mobile devices, all with different screen sizes. Test your website from a user’s perspective across as many devices as possible.
There are many elements that come together to craft a great website UX. As with any marketing activity, it is important that you have clear understanding of your target audience, business objectives and competitive landscape before implementing plans. Research via Google Analytics and customer feedback can help you to form a clearer picture of user behaviour and steer improvements. Now, more than ever, your website should present a genuine and credible window to your brand that is consistent with all other marketing activity, creating a holistic link between online and offline.
Do you know how effective your website UX is? Contact our team - we're here to help.