As a business owner, you’ve likely heard from many marketers how important having a website is for your sales and services. So you built one, spilling your blood, sweat, and tears – no one ever realizes how much time and energy it takes to get it up and running. It’s not easy work, and you may find that despite your efforts, your website isn’t working the way you hoped it would. Unfortunately, just having an online center is not enough – you also need to make sure that it works effectively. And the best place to start is user experience, or UX if you want to use the technical term. UX design is about making your website as useful and visitor friendly as possible, while at the same time ensuring that the customer journey is smooth and coherent. But how do you do it?
Here are four tips that will help you start creating your perfect website.
1. Simplify your website
We live in a fast paced world. So much so that the average person’s attention span is a meager eight seconds. This means that you have very little time to entice your visitors and keep them interested enough to stay on your page. Replace long blocks of text with short, concise sentences. Fill your pages with pictures. Avoid jargon as much as you can. Choose charts, graphs, and visualizations where possible.
The main goal of UX design is to keep people on your website for as long as reasonable, despite their innate tendency to skip between tabs and look through them in a second to determine if the information they need is there. If they stay on your site longer, they are more likely to convert to sales or inquiries, and to truly engage with your brand. This is called the bounce rate – the number of people who enter your site and leave before doing anything – and you want to keep it to a minimum.
To do this, consider how quickly a person can get what they want from your pages, and adjust accordingly. Do they have to go to another website to receive this information because your most valuable content is links outside of your domain? Avoid this at all costs.
For example, if you have a YouTube video, embed it on your page instead of linking to it, or if you use a Google Form to collect data, perhaps replace it with one on your website instead. This can be done for more complex features, like online calculators, for example. This will not only reduce the bounce rate, but also allow you to collect data from potential customers in a much more efficient way – success on all fronts.
2. Consider your planning
UX design isn’t just about simplifying your website’s features – it’s also about packaging it in a way that makes sense to the user. You want to design the page to help users get where they want without any benefit. This will increase their satisfaction and make their experience smooth.
not only this. Usually, the goals of visitors align with your goals, for example, buying a product. So, letting them do it quickly and without frustration is a win for both of you.
You want to pay attention to the scaling and spacing of objects in your layout, creating a design that is both visually pleasing and usable. Basically, think of your planning as a trip you want to take your visitors on. Where do they go from here? Take advantage of the visual elements and direct them there. The navigation bar, for example, should organize your pages in a coherent manner based on that.
3. Provide engaging content
No matter how beautiful and subtle your UX design is, or how clear and easy it is to use, with no real reason to stay on your page, users will close the tab. Remember what we said about every visitor who has a goal that they want to reach by being on your website? If they don’t find it, they will leave before you say “Click here”.
This is where the content comes in. This is any valuable material on your website, from copy and text to videos and images. Ask yourself what your visitors might be looking for. If you’re running a jewelry business, consider writing a guide to caring for silver so it doesn’t oxidize, for example. As a restaurant owner, you may want to dig into the ingredients and even introduce some recipes to your audience. An FAQ is a great way to give your potential customers that little extra edge with minimal effort.
In addition to the added value that your content needs to provide, you should also focus on how your copy supports the journey you want your users to take. Is it related to the tone of your voice? Is it clear and brief? Were you able to properly target it to your target audience? Make sure that you provide all the information that the user may request transparently, or they will go somewhere else to find it.
4. Encourage users with calls to action
Providing valuable content is great, and it can allow you to drive traffic to your website, not just improve the experience your existing visitors have. But at the end of the day, your UX design aims to convert them into customers. If you don’t ask them to do it, it’s very rare for them to decide to do it on their own. In other words, in order to get them to accept an offer they cannot refuse, they must first be aware of it.
Linguistically refers to this as a call to action or a call to action. To expand on the previous example, you may have posted a great article on avoiding oxidation in your jewelry business, but if you don’t mention your amazing silver jewelry at the end of the day, you are missing out on the trick.
Every page on your website should clearly state what you want visitors to do. If you’re providing a service, add a bold “Contact Us” button at the top of the navigation bar. An online store may want to advertise their best selling products and always show their shopping cart. Remember: You aspire to constantly remind every visitor of the great things you have to offer, so that they can be diverted the moment they’re ready, without any fuss.