Top 8 Practices for Website User Experience
User Experience (UX) focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services. It’s all about figuring out what they need to make a purchase and the steps that need to be taken. Here is some practical website information to provide the best user experience.
1. The Need for Speed
The Gomez Report states that “47% of users expect a maximum of two seconds of loading time for an average website.” The reason for this is because we live in a time when people receive information instantly. Your audience isn’t the only one judging the loading time, it is also an SEO factor that affects your website ranking. If your website doesn’t load quickly or lags, your audience will check out and move on to the next competitor. Items that slow down your website include large images, so be sure to optimize your graphics. Videos that are hosted on the website also cause lag, so it’s best practice to embed it from YouTube or another video platform.
2. Attractiveness Keeps Engagement
It may sound brutal, but according to The Real Business of Web Design, “46% of consumers base their decisions on the credibility of a website from its visual appeal & aesthetics.” A great way to implement quality engagement is through movement on your webpage. Make the website dynamic by tastefully using up the white space with intentional graphics, and even better, videos. Keep in mind that less is more. An effective way to find data on your website and see what people are doing on it is by using HotJar. Having the data behind your website will help you have great UX.
3. Clear-Over-Cute Content
Website content should focus on three things: your persona (target audience), your target keywords, and your solution. Present content clearly and avoid presenting your company as the hero. The goal is to make your audience feel like the hero. You are the Alfred; they are batman. Position your company and your product to guide them to solve their problem. Strive for high quality that compels your audience to act upon CTA’s. If your website is not the standard of quality that is in your product or service, they will leave your website and not do the CTA.
4. Simple Navigation
Navigation acts as a roadmap. Organize it in a clear way that your audience can easily find what they’re looking for. Nothing is more frustrating than when you’re looking for simple information on a website and you get bombarded with unnecessary content. Make it your goal to create a positive experience for your audience and they will stay on the page.
5. Easy Conversion
By providing a great user experience on your website, your audience will have trust with your business, propel them to purchase your products or services. It is an easy conversion when people trust you. At the end of the day, your website is designed to make someone convert. As a business owner or marketing director, your conversion, whether a sale of your product or service, is the purpose of your website. So, if it is not simple for someone to do that, it has to change.
6. Make It Mobile Friendly
It’s no secret we are living in the age where your phone is your first source of information. Create a website that keeps its integrity and pleasing UX when used on a mobile device. You’d be surprised how many competitors don’t make their websites mobile-friendly, so take advantage. SWEOR reported that “88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours.” That is a large amount of your audience worth capturing.
7. Your Website Is a Funnel
A large mistake made is when a website is not used as a funnel. Create a lead generator on your website by having your audience receive a discount or desired information by entering their email address. When they provide their information, it gets them in the process of the funnel. Treat your website as a funnel. It is also highly recommended to use your website as a way to keep your target audience in your funnel.
Every website, especially landing pages, needs to have a call-to-action. Our suggestion is to have three call-to-action on your homepage. Have a CTA be the first thing you find on their homepage, as you navigate toward the middle, and as you get to the bottom of the page. SWEOR states that “70% of small business websites lack a Call to Action (CTA) on their homepage.” Take advantage of this high percentage and stand out from your competitors by utilizing CTA’s to produce an online point of sales.
Stand out from your competitors through your website. Apply these practices to provide an impressive user experience that will ultimately lead to customer retention. Be sure you’re communicating your business as a reputable company through your online presence.
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