Posted by Chris Mackie 13-07-2017
User experience is an important force that drives conversions. If a visitor finds your website difficult to navigate, there's a good chance they'll click away and go somewhere more interesting. Brands, both large and small, spend a considerable amount of time improving user experience on their websites. Great UX translates to more visits and more time spent on your site, both of which indirectly contribute to helping grow your brand.
Here are just some things you can do to improve user experience on your website.
Give your homepage the attention it deserves
Your homepage is your first step at capturing your visitors' attention. Your homepage should be bombastic and should contain the gist of your website's message. Home pages are a summary of not only your site, but your brand image. Focus on short, to-the-point messages that visitors can digest at a glance. Avoid using huge blocks of text and make sure that your site isn't cluttered with too much information and images. Well-made home pages are a great source of conversions.
Remember to connect every other page on your site to your homepage. Clicking your brand's logo should send visitors straight to your homepage. And remember to prominently display your logo in your homepage.
Acknowledge the importance of white space
Minimalist designs are the newest trend. Give your visitors breathing room. Elegant application of white space in your website is a great way to get people to focus on what's important. You can't fill every pixel of your website with content. Negative space is important for emphasising what matters. White space makes your website more readable, accessible, and improves user attention. White space also helps make your site look fresher and more modern.
Allow seamless navigation by reducing clicks
The fewer clicks people take to navigate your site, the better. Design your website with efficiency in mind. Users shouldn't take too much time to complete tasks. Navigating from one area of your site to another shouldn't take more than two clicks. Filling out forms and reading content should be done on a single page. Navigation is a very important part of the user experience. People are less likely to engage with your website if navigating it is a chore. Integrating seamless navigation is also very important on mobile.
Improve your loading speed
Nobody likes waiting for websites to load. Most people expect pages to load in seconds. Unnecessarily long loading times translate to bad user experience which results in people clicking away and going somewhere else. People are less likely to return to websites that take forever to load.
Improving loading times can be as simple as fixing your site's code to cleaning up unnecessary scripts to reducing the number of images on a page. Aim to get your pages to load in less than two seconds.
Highlight testimonials and product reviews
Testimonials and product reviews assure first-time visitors that your brand is worth their trust. Don't just feature testimonials and reviews on your site's shop section. Include them in your homepage and feature them in other areas of your website. Put them in a place where they can draw the attention of your visitors. Feature positive reviews near the top of your website so that visitors can't miss them. Doing this guarantees an increase in conversion rates. User experience is an important part of web design. It is a fundamental force that can either make or break your visitor's interest in your content. It doesn't matter if you're selling a revolutionary product or if your brand is the best in the business; if your website is a pain to navigate, takes forever to load, and is a hassle to read, then you won't get the conversions you need. Spend time utilising proper UX techniques to get the most out of your website.