To fortify your business’ identity and keep your customers engaged, ensuring a functional and well-designed website matters. After all, this is your business’ content powerhouse. In the long run, you also want to maintain brand relevance and gain loyalty. But how?
Digital trends continue to evolve at a breakneck speed, so it’s easy to become outdated and get replaced if your business is not agile enough to innovate. To stay relevant, you must constantly improve your website’s user experience.
The primacy of user experience
User experience, also known as UX, encompasses all aspects of end-users’ interactions with a website. It is also what makes up their perceptions of a product, service, or system.
To fulfill customers’ needs and increase their satisfaction, businesses should tailor content according to what they need to see and ensure customers’ ease of access. These can result in positive user experiences, which help keep them engaged.
Enhancing your UX design is integral in retaining and augmenting your website visitor count. After all, 88 percent of online shoppers would not return to a website after having a bad user experience per Design Resources. Likewise, according to an Adobe report, 79 percent of your website’s visitors may leave and look for another site if your website content is not optimized.
Leveling up your website’s UX
We’ve listed down some important tips to help take your website users’ experience up a notch. Let’s get going!
1. Enhance your website’s information architecture
Information architecture (IA), as the name implies, is a science of organizing website content and creating structures as well as nomenclature for them.
IA primarily arranges parts for user comprehensibility and accessibility. This way, users get to seamlessly navigate a website and find what they need easily. An example of a good IA is when a user looks for your business’ contact details and locates them in just one to two clicks.
Most designers believe that IA is a website’s foundation. If well-architected, it enables customers to stay on solid ground, so to speak; find what they need easily; and feel comfortable.
To aid you in developing a powerful IA that guarantees better usability and lesser bugs, try working with a DevOps team.
2. Invest in user research
To design your website facade and functions, you have to know your demographics. After all, how would you know what will work for your target customers if you don’t know anything about them?
Prior to outlining and actualizing your website design, you have to know your customers’ demographic features. What is their age range? Are they parents, professionals, or students? You also have to consider their interests or likes. Make sure to define what products and services you can offer them that your competitors cannot, to also give your business a competitive edge.
Some consumer data you can collect are personal data, which includes personal information; engagement data, which indicates how consumers interact with online sites; behavioral data, which includes purchase histories; and attitudinal data, which has metrics on consumer satisfaction and more.
To know your target users’ data, try direct methods like securing contact forms, adding log-in features, and surveying. Some also leverage location-based advertisements, which use tracking technologies, and backtrack their past sales record to check how their customers engaged with their sales.
3. Provide simple, visually appealing content
Veer away from overwhelmingly long and crowded content. Find a way to fuse simplicity and creativity.
Since your website’s goal should be to ensure your customers’ accessibility, make sure you help them find the information they need comfortably and with ease. To do this, it helps to break lengthy text into bullets to make key details stand out, utilize high-resolution images and infographics (i.e., personal and stock photos) as these ensure vibrance and variety, embrace white spaces to let your designs breathe and look neatly arranged, and utilize eye-catchy headlines to convey your message clearly. Try using keywords too to improve your SEO rankings and attract prospective partners.
4. Expand your channels and optimize your site speed
People use gadgets of different types and sizes, so better meet them where they are—and deliver with speed.
Statista’s recent report shows that over 90 percent of the global internet population uses mobile devices to go online. To reach more people, make your website mobile-optimized and choose the right frameworks to give the best viewing and navigation experience.
As you make your website more mobile-friendly, try simplifying your interface while keeping the most important features and elements. Likewise, allow your customers to easily interact with a single touch by placing buttons on the screen’s center.
Now, your next goal is to make your customers stay and remain engaged. To do this, ensure that your website’s speed is as fast as ‘The Flash’.
Unbounce’s survey shows that 70 percent of customers admit that site speed influences their likelihood to buy. If your website page takes longer than three seconds to load, many visitors will lose interest in navigating through it. Remember, the loading time and the quality of your website’s graphics can greatly influence your customers’ purchasing decisions and impression of your brand.
5. Seek customer feedback
The best way to know how your business can improve is to listen to what your customers say. Seize the opportunity to better your products or services by asking your customers to rate their experience through a pop-up tab. You can also try asking questions like “how can we improve better?” and “what features would you like to see here in the future?”
If you’re generous, you might also want to provide incentives like vouchers for those who will leave positive (even constructive) feedback.
In a nutshell
Showcase a website that is well-designed, relevant, and accessible to give your customers the best user experience. This way, you can stay on your customers’ radar and thrive in your market.