Why a good user experience (UX) is essential for your website

If you are in business and have a website you will have possibly heard they phrase ‘user experience’ or it’s abbreviation ‘UX’. Many marketers now throw this phase around, many ignore it. But when you understand what it’s about you will understand how important it is to the workings of your website and your bottom line.

What is User Experience?

The user experience (or UX) is a users experience with a company’s website. Everything they hear, see and the emotions they feel.

These include:

  • Usefulness
  • Usability
  • Credibility
  • Desirability
  • Accessibility
  • Value

Making your website appealing and easy to use are just two factors to take into consideration. With a good use of images, content and video all wrapped up in good design can make or break a website.

 

94% of first impressions of a website are design-related. – Pixolabo

 

Why your website design must have a good User Experience (UX)

Good UX website design converts more customers. Giving your customers a good experience on your website will lead them into trusting your business. They will be more likely to return and even recommend you to others.

Clear call to actions (CTA’s) direct customers on what to do next, along with a fast loading website will also help your customers interact with your website quickly to find the information they are searching for. Creating a positive user experience.

 

“The design is not just what it looks like and feels like. The design is how it works” — Steve Jobs

 

What is a good User Experience?

There are many factors to a great user experience, from design, content and speed. Each one important, but all easily achievable.

Mobile Friendly Website Design

With over 70% of website traffic being viewed on mobile devices, it is essential for your website to work perfectly on hand held devices. I have spoken to many small businesses who think their websites are mobile friendly, when in fact they are not. Many consider just being able to view their website on a mobile device made it friendly.

A website that is not mobile friendly
Just because a website loads on a mobile device, does not mean it’s mobile friendly

That’s not the case, it need to be responsive. Look at your website on your mobile device, is it easy to read? Can you easily click on links and does the content flow. We view websites on mobile devices differently than we go on desktop computers. Typically desktop users view in a ‘Z’ like fashion, but mobile viewers scroll the the page, clicking on ‘call to actions’ to the relevant information.

You need to take these factors into consideration when designing your website.

 

Functional Interface

Not only should you make good use of readable fonts, font sizes and colours take into consideration animations, sliders and pop us. Will a pop up asking the user to sign up enhance their experience, or annoy the user when reading your content. We consume content at a fast rate, not hanging around for things to happen, so will every slider image be viewed?

 

Clear navigation and content

Clear, easy to understand navigation and links are essential. Create clear easy to find content that is easy to understand. Your competitors will want your website traffic. Give your customers the information they are looking for, they will be more likely to stay on your website.

Your navigation labels should be no longer than 2-3 words long, be clear to what content the link leads to, don’t use jargon. Keep your navigation consistent through the the website design, changing the style and content can be confusing too the end user.

The main content on your page should be clear and easy to find. For example. If you were providing website design for small businesses make the pricing clear and easy to find on the page. Lay it out in an easily readable format that is easy to understand. It can very frustrating if the pricing is not popping out of the page, and you have to hunt through the text to find it.

Website design procing
Easy to see pricing options make the user experience much better.

 

Automated responses and answering customer questions

We consume media on the go, and want quick responses to the questions we ask. Using an automated response tool such as Artibot helps you create answers to questions customer regularly ask, with out you having to physically reply to common questions. Giving them answers in real time can really help a user experience.

If you don’t want to invest in an automated bot, an FAQ page is still relevant. This also gives you another page of relevant content.

 

A fast loading website

www.moz.com state that page speed is now used as a ranking factor for mobile searches. Just one reason why your website design should load quickly on 3g / 4g connections.

Also, a slow loading website on any connection can turn your customers away.

Website Builder Expert report that 1 in 4 visitors would abandon a website that takes more than 4 seconds to load. Also, 46% of customers don’t revisit poorly performing websites. Another two good reasons to speed up your website. You can check your page speed using google pagespeed test.

Google page speed test

Check your page speed with googles page speed test

 

Fix broken links and 404 errors

Check your links. All of them. A broken link (a 404 error) is not only frustrating to the user, but not good for your SEO. If you find you have link to a page that no longer exists, fix it. Redirect it to something related.

ahrefs.com website

You can check for website broken links by using ahrefs link checker

 

The visual website design

To many elements and messages can confuse the user. As humans we only concentrate on one thing at a time.

Make sure your text is easily readable on mobile devices as well as desktop computers. The text and colours should be consistent throughout the website. If you are using more colours than the pallet of the teletubbies I would seriously consider reducing the amount of colours.

Tip: Screen screen shot of your website design and make it grayscale. Can you still easily read the text? Remember not everyone’s eyesight is perfect.

 

Use common design elements

Some website design elements are standard. You may want to get creative, but making your visitor think to hard is not going to help.

Make sure your links and buttons look like links and buttons. If you have a user login, keep it in the top right hand corner (it is where we expect it be). Keep a good balance between creativity and use ability.

 

Websites a more likely to be scanned than read

When reading a blog or website do you read it word for word or do you scroll for the greatest hits? You are more likely to scan a page, picking on the snippet of content that most interest you. We consume content at a faster rate then ever. Reading and searching for content on the go.

Use infographics, images and well written headings to help the reader understand what your content is about. They are more likely to bookmark it and read it fully at a later date if they find the initial scan read interesting and of use to them.

Conclusion

When designing a laying out your website, think about the end user. Can they easily find your most important information and take action. Is it clear what you are offering and to whom.

Don’t over complicate the design. And always make sure your viewers know what to do next…

 

WANT TO KNOW MORE A SMALL BUSINESS WEBSITE DESIGN?

If you have any questions on any of the points above send me an email or you could even join my FREE facebook group for Small Business and download my Local SEO guide. I regularly post tips, useful websites to help you build your business and regular zoom sessions on various web related subjects.

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