What is Website User Experience?
Users need to understand your company and product. They need to know what your brand stands for and how you can help solve their pain points. They can’t do that when your website isn’t user-friendly or UX optimized.
Here’s what going to happen if your website’s UX pleases visitors – they’ll keep coming back for more. And in the end, your website traffic will shoot up and sales will skyrocket. After all, your ultimate goal is to increase sales?
Did you know that companies with effective UX have increased their revenue by 37%? Failure to optimize your website for user experience will be detrimental to your business. Why? Because you’ll be at a disadvantage to competitors already using it.
- 64% of users move to another site if they aren’t able to find what they’re looking for right away
- Fixing a UX error after development is up to 100x more expensive than it would before
- By 2020, customer experience will overtake price and product as the most important brand differentiator
- 79% of people who don’t like what they find on one site will go back and search for another site
- 48% of users feel frustrated when on sites that are poorly optimized for mobile
- 52% of users said a bad mobile experience made them less likely to engage with a company
- Increase sales: When a product or service satisfies its users, sales are likely to increase. Remember, a happy customer is a returning customer. He/she is likely to spread the word about your product or service. Providing a good experience helps build positive word of mouth, and increases sales. If done effectively, UX can increase sales.
- Increased customer satisfaction: Your customers’ happiness hinges on the type of experience you create for them. The better the experience, the happier they’ll become. Want to know the flip side? The worse the experience, the more sad and frustrated they’ll be.
- Cuts down development cost: A proper UX design allows you to stay within your budget.
Characteristics of website user experience
Getting your site up and running is one thing. Optimizing your site for user experience (UX) is a different ball game. Let’s look at some of the key characteristics of user experience websites:
These days, mobile phones are taking over desktop PCs. As more Ghanaians use their mobile to access the Internet, it is thus, important to create a mobile-optimized website. A user-friendly website should be responsive and accessible to all devices.
How does your website appear on a mobile device? If it doesn’t appear well or if it’s not accessible, it’s important you develop a responsive website.
The average Internet user skims through the content on a web page. They’re in a hurry to read your entire content. This is what usually happens when a visitor lands on your website. He or she scans quickly searching to see if there’s anything relevant.
If they’re not resonated or if they feel you don’t meet their needs, they leave. The key is to catch their attention within those few seconds of skimming through your website. An optimized user experience website meets the needs of potential customers.
A question that should always be on your mind as you audit and optimize your website is “Does the content on my page solve their problems?”
Also, pay attention to your headings, sub-headings, paragraphs, bullets and numbers to help break up the text. Scannable content should include short paragraphs, descriptive sub-headings, bold and highlighted formatting, bullets points and number lists.
This makes it easy for your readers to scan your content.
Fast load times
It’s important you ensure your website remain consistent across all browsers. It’s simple things like this that sets your website apart from the others.
Navigation affects traffic: how high you’ll rank, how much traffic you’ll get from search
Navigation affects conversions: how easy the site is to use, what percentage of visitors convert into leads and customers
- it should be clutter-free; try as much as you can to limit the number of menu items
- be descriptive rather than generic – use terms such as “who we are” and “what we do” than simply saying “products” or “services”.
- Go for a “mega” drop-down menu than a “simple” drop-down menu
- Pay attention to the order of your website navigation – items at the beginning and the end are most effective because this is where attention and retention are highest.
Good error handling
Contrasting colour scheme
Examples of user experience websites
You can increase sales by just designing a more friendly website. Pay attention to your grammar and spelling mistakes; proper use of colour; navigation menu; responsiveness of your website; content and proper handling of errors.
What website gave you that ‘wow’ feeling? What made it stand out from the rest you have seen? Share your comments below.