What’s the most crucial aspect of a successful website? For the owner, it’s the conversion rate. However, visitors would say that the user experience is most important. Perhaps they are one and the same because user satisfaction leads directly to conversions. Here are four UX principles to help you create a great website.
1. Design Should Focus On UX
The content that the website contains is less relevant than the experience a user has when they navigate it. If they had a terrible time using a website, they wouldn’t remember the site for the right reasons. They’ll remember that they waited almost two full minutes for it to load, that links/images were broken, or that the text was too small to read on mobile. Focus your design efforts on how it will make your user feel. There are thousands of similar sites that you compete with, so make sure that your site designed with the end-user in mind.
2. Users Scan, Not Read
Think about what you do when you visit a website. If you’re looking for a particular product or service, you’re not going to spend time reading every word on each page. You know what you’re looking for, so you scan the page until you find it. Add infographics that provide just enough information on what you do, so that people don’t get frustrated with reading paragraphs of copy. Make your copy short and sweet, so that it’s to the point and easy to scan.
3. Users Want Simplicity
When someone clicks your site for the first time, it only takes a matter of seconds for them to evaluate it. They don’t want to spend minutes looking for the page to book an appointment or sign up for a newsletter. Make sure that your website is set out clearly, in a way that makes it easy to follow and navigate. More than that, keep the same format and layout throughout every page so that users know where to look for specific functions, buttons and actions.
4. Know Your Audience
If you want to have an interface that will provide a valuable UX, you need to know your audience. What do they need, or want? Once you know this, you can design a website that fits their UX expectations perfectly, from the content to its usability. If you’re still unsure, look at your competitor’s site, and see how theirs look in comparison to yours. Take note of the layout, features, design, as well as colour schemes. If your users visit your website and find what is comfortable, familiar and interesting, it eases them into becoming converted.
Don’t shy away from creating a website that provides an emotional connection when your users visit. After all, your website is their first impression of you. If they’re unhappy with the UX they experienced, you can guarantee that they won’t come back, so make sure that you cater to what your audience is looking for.
What to learn more, talk to the team at Sprocket Digital.