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Explore how to improve user experience on your website

INSIGHTS | 6th September 2023

Article by Laura Pinkstone

“Design is not just what it looks like and feels like. Design is how it works”

- Steve Jobs


In today's digital age, the significance of a strong online presence for businesses cannot be overstated. Your website often serves as the gateway to your brand, a digital handshake that can either seal a positive first impression or send potential customers away. The key differentiator in this digital interaction is the user experience (UX) your website offers, also referred to as website user interface design. 


Imagine your website as a digital storefront. If customers walk in and find it difficult to navigate or slow to respond, chances are they will promptly walk out. This can lead to increased bounce rates and missed opportunities. However, if they find your digital shop front swift, intuitive, and a user-centric design, they are not only more likely to stay, but they will also likely become loyal patrons, boosting your conversion rates, and fostering lasting relationships.  


How can you elevate your website's user experience and boost user satisfaction? Let us explore some strategies that enhance the UX design process: 


Harness the power of speed

You might offer the user compelling content, but if your website takes a long time to load, you risk them dropping out before reaching it. According to research, a mere one-second delay in page load time can result in a staggering 7% reduction in conversions. To ensure your web page UX operates at an optimal speed across various devices, utilise tools such as Google’s PageSpeed Insights to test loading times. It can also help you to highlight any areas which are hindering your websites performance.  


Embrace mobile responsiveness

Given the dominance of mobile devices, a mobile-friendly UX is non-negotiable. A website that falls short in mobile responsiveness can not only deter potential customers but can also reflect badly on your brands reputation. To ensure your site is user-friendly and reflects your brand, invest in a responsive design that allows users to have the same great experience on a smartphone or tablet as they would on desktop.  


Master the art of navigation

Just as a well-organised shop makes it easy for customers to find what they are looking for; an optimal website navigation design ensures users can find what they need a breeze. If users cannot find what they are looking for, they are likely to leave your site and potentially never return. Clear, intuitive navigation is essential to enhance the UX. Including a search function, well-labelled menus and logical site structure all help to make your website user-friendly and your keep your audience engaged. 


Quality content

User focused content is the fuel that drives user engagement. Just as a shop assistant who provides valuable product advice can keep customers coming back, good content will entice people back for more. Your content needs to be clear, concise and consider your target audience’s needs and interests. Quality content does not only encourage users to come back; it can be a powerful SEO (Search Engine Optimization) tool, improving your site’s visibility in search engines and encourage organic traffic. 


Craft compelling Call-to-Actions (CTAs)

Just as that helpful shop assistant can guide customers to make a purchase, your website should steer users towards the actions you want them to take. That could be making a purchase or donation, subscribing to a newsletter or signing up to an event. Your call to actions (CTA) should be clear, compelling, and positioned to optimise user flow and increase conversion rates. 


Champion accessibility

In the same way that a physical shop should be accessible to everyone, your website should cater to all users, including those with disabilities. To do this you should ensure you have alt text for images, video content has transcripts, and your site is navigable with a keyboard. By prioritising an accessible web design, you are not only being more inclusive and improving usability, but you are also able to reach a larger audience.  


Real user feedback

The success of your business relies on your users, and the feedback they provide can offer priceless insights into how to improve your website. Consider implementing a user feedback system, allowing users to share their experiences and thoughts. Or consider doing some user research and conduct some interviews with customers. This not only gives you a wealth of insights to enhance your websites UX but also lets your users know you value their input, fostering a stronger sense of community and customer loyalty. 


In summary, refining your websites user experience is a multifaceted journey. It involves tuning into your users' needs, optimising site speed, embracing mobile responsiveness, curating quality content, crafting compelling CTAs, championing accessibility, and encouraging user feedback. By investing in these areas, you not only have a website that attracts visitors but a digital space they want to return to. Embrace the challenge, and here is to delivering exceptional user experience. 


Not enough UX for you? Check out our blog on ‘Getting users to stick with your brand online 


If you need any help and advice on UX design principles and practices, our team of wondermakers are here to help. Reach out today to see how we can work together. 


About the author

Laura Pinkstone

UX Designer

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