It is not a secret that the visual part of a website is very important. It creates a favorable environment for you to tell the story of your product or business.
Colors and shapes dictate the aesthetics and mood, but the user experience is the one that sets apart a pretty website from one that actually converts visitors into paying customers.
Because at an endpoint that is what all business owners want to achieve: profit in one form or another!
So what exactly is user experience?
User experience (or UX for short) refers to a person’s perception, emotions, and attitudes towards using a particular website, app, product or service. But in this article, we are going to talk strictly about websites. Efficiency and ease of use dictate the way your website is perceived by visitors.
Of course, user experience is subjective. But over time, the majority of internet users created patterns and trends that make it easier for website designers and owners to provide the best possible experience for their visitors.
UX is continuously changing over time, so it is important for your website to keep up! Adapt your website to your customer’s needs and try to raise to the standards.
Here is what you can do to improve your website:
As nowadays almost half of the website traffic worldwide is generated through mobile phones, you want your visitors to be able to easily navigate your site no matter the device or browser they are using. So ensure that your website is responsive and mobile-friendly!
You can use Visitor Analytics to see from what device visitors are navigating your website.
And also to check out the operating systems (Windows, iOS, Android, etc.), browsers (Chrome, Firefox, Safari, Opera, etc.) and screen resolutions your visitors are using. It is important for your website to adapt to each type of screen with no elements overlay of distorted designs. So verify your visitors’ most common screen resolutions and use this information to your advantage!
Here is an exercise for your imagination: Website visitors slide through your marketing funnel: they start by discovering your product, then manifest interest and desire and finally end up buying! Now think about it! Is it easy for them to slide through your website as described above?
You must keep their journey on your website simple by removing any obstacle that stands in their way. For example, if they encounter bugs in the way they will probably bounce right off your website. For more details go to our bounce rate blog post.
Another bad scenario for them would be to start gliding through only to realize they ended up in a different part of the website than to one they intended. So make sure nothing stands in their way from one point to another!
Your purpose should be to deliver valuable information fast and easy.
It has become a general truth that content can make or break you. But besides the quality content, you need to focus on your CTA! Make your call to action buttons stand out and ensure your site has one wherever the user might decide to convert. But do not overdo it because there is a fine line between being friendly/available and being too pushy.
And do not forget to place social media buttons on your website to allow visitors to explore your business or product even further. You never know what post might convince them to become your customer!