Now that you know what user experience (UX) is and how it differs from usability, let’s continue delving into the topic.
You already know that, today, a website is a very valuable tool: it is a store open 24 hours a day, so it has the potential to be your ace up your sleeve.
In this post we will explain in detail why UX is vital to the success of your website and how you can get it.
If you want to make a difference with your competitors, read on!
Surely it has happened to you: you download an app and discover that it is a mess to use it.
Or you go to a website to buy a product that you want with madness, but the purchase process asks you for the same information over and over again, you end up despairing and close the tab.
Does it sound familiar to you?
Well, don’t make the same mistake: your website must be easy to use and offer the user pertinent, relevant and valuable content that makes them enjoy every step.
And how is this done?
7 keys to approve in user experience
And it is that the user experience is still a pending issue in the English websites.
According to a study carried out by Top Position, only 8% of corporate websites get a good evaluation of their UX.
We are going to give you some specific tips so that you can improve the user experience of your website and make it more useful, easier to use and more fun.
You will see what difference!
1. Leave bread crumbs
Each page that makes up your website must have a perfectly clear objective: to present a product, give the opportunity to buy it, read a post, get subscribers to your newsletter …
Once you are clear about the objective of each page, focus on getting your texts and images to guide the user correctly.
Filter out anything that is unnecessary or confusing and mark a clear path.
To achieve this, you will have to use attractive calls to action.
A call to action is a button that includes a verb that encourages the user to do something specific.
Choose the words carefully, because it is important that you manage to connect with the client and convince him that he must take the next step.
A good example of attractive calls to action is our friend WordPress:
Why does it work so well? Because they use their call to action as the central element of the page and, above all, they offer their visitors something they really want, and completely free! There is no better way to increase conversions.
2. Don’t go overboard
Consistency is a virtue and, on your website, everything must fit seamlessly.
As far as your site is concerned, you better not reinvent the wheel. There are standards that are better to respect, because visitors are used to being guided by them.
For example, unless you have a very specific audience (and even so) it is better not to hide the main menu too much: when we browse a website, none of us like to have to rummage through things.
Be consistent when it comes to design. You will make life easier for your users and you will be able to improve their experience and increase their level of satisfaction. For example:
- Play around with one or two fonts in different sizes for titles, subtitles, and paragraphs.
- Make sure the images share aesthetics and are similarly positioned.
- Use a similar style on all your call-to-action buttons.
3. Offer something in return
Be generous with your visits: whenever you can, offer them something in exchange for performing the action you are asking them to do.
If you change a message like “Register now” to “Register and get a free consultation” you will get many more conversions.
A very good example? The one on Netflix:
4. Do not leave anything in the inkwell
It provides the user with enough information to make a decision.
For example, if a person wants to buy something on your website and receive the product by mail, you will have to inform them of the shipping methods they can choose and how long the delivery takes in each case.
Show prices clearly throughout the entire purchase process, without hiding anything.
If at the end of the process there are surprises, the customer will get an unpleasant impression.
Another piece of information that you can add is the opinions of other buyers: everyone is reassured to know that they are buying a quality product (according to Revoo, 63% of people are more likely to buy after reading other customers’ opinions, there is nothing!).
Last idea: inform your users of the security measures you use to ensure the security of their data.
A protection seal can make a difference, because it reassures the customer and prevents them from being afraid to buy.
5. Simplify the process as much as possible
You must provide all the necessary information, as we mentioned before, but you should not ask the client to go through one ring after another to complete a task.
Surely you have to ask him for some information, especially if it is a purchase, but you should only and exclusively ask him for the essentials.
Do not start collecting data in a crazy way or they will get bored and abandon the process.
Less is more!
Did you know that Expedia, the online travel agency, increased its revenue by $ 12 million by removing the “Company Name” field from its registration form?
Surely your changes will not be so momentous, but it is worth making such a small effort.
6. Be careful with the 404
Google may not care much about encountering a 404 error (page not found), but there is nothing that bothers a user more. And you should not make the Google robot work for nothing, lest it get angry
When we click on a link or image, we hope it will take us where we want to go. The opposite bothers us and slows down the use of the web in question, so we may go elsewhere.
404 errors and poor loading speed are two of the most frustrating things that can happen to a user of your website.
Keep an eye on the pages on your site that return this error, and for those cases where you can’t help but create a custom 404 page.
In it, it offers the user a search field where they can enter what they need and a link to some of the most useful sections of your website: the Home is essential, but you can also add the landing page of your Catalog, of your Image Gallery, from your blog …
Everything will depend on the type of website you have.
An example of a well-brought 404 error, that of Facebook, without going any further:
7. Design responsive
You cannot be happy with the experience of a website if it is impossible (or very difficult) to navigate it.
Responsive web design ensures that your site adapts to the type of device that each user uses, since today most of the traffic reaches the internet through mobiles and tablets.
If you want to maintain and improve your conversion ratio, you have to catch up.
If you want to know more, check out this other article about the importance of responsive design.
A good user experience ensures that your visitors not only consume the product you offer them, but also have fun while they do it!
If you do, you will be one step closer to success.
And it doesn’t have to cost you a fortune – the tips above are all pretty straightforward, but they have great effects on conversions.
Now, tell us: how are you going to improve the user experience on your website? What companies can you think of that have a great UX?
Find us on social media if you want to talk about it.
We’d love to hear what you think!
Team of house editors.