User Experience (or UX) refers to the person’s overall experience when using your website. Your website may look stellar and it may receive a significant amount of traffic, but if your user experience isn’t at its full potential, you could be missing out on valuable conversions.
As you refine and increase your marketing for this new year, we highly suggest investing some of your efforts into your website’s UX to ensure there are no holes or weak spots in your conversion funnels and overall marketing initiatives. Here are three steps you can take to improve your website’s UX:
Evaluate your site.
Before you can make adjustments to your website’s design and UX, you have to determine what is currently working and what isn’t. This will help you understand what developments are needed—what elements you simply can enhance and what elements may need to be redesigned. There are several ways that you can thoroughly evaluate your site:
- Analytics. Track your website’s performance with tools such as Google Search Console and Google Analytics, and review the data to see your traffic, average load times, click-through rates, bounce rates, and more. Analyzing this data can help you determine which pages visitors are enjoying and which pages may need some work.
- Walkthroughs. Once you’ve reviewed your performance data, test out your website for yourself. Think of a conversion you want your visitors to make, and then layout the path they might take to get there. This could be landing on your homepage, clicking through to your services page, then arriving at your contact page to fill out a contact form. Put yourself in the shoes of your user and walk through that path from start to finish. Was the path smooth, clear, and easy to navigate? Was the desired information available and engaging? Did the buttons, links, or forms work as desired? Test as many paths and walkthroughs you can possibly think of—when you explore your site from your users perspective, you get a realistic understanding of their experience and will inevitably find ways that your site’s UX can be improved.
- Surveys. If your site has been live and receiving significant traffic for a fair amount of time, consider asking your frequent visitors. Since your visitors had no involvement in the design and development of your site, they have a raw and genuine perspective and opinion of the site’s performance. Ask them what information they were seeking or what actions they performed on your site, and if they were satisfied with their experience. They may have valuable insight to offer on what could be improved for better future experiences.
Make the necessary adjustments.
Sometimes it’s just a broken link or a misrouted button. Other times, it’s a page layout that doesn’t quite tell the story in the way that it could or should. Or, maybe it’s an element that once served a valuable purpose but is now outdated or unnecessary.
Once you’ve evaluated your collected data, your walkthrough notes, and your user’s feedback, you can begin to make any necessary adjustments to your site’s design. In most cases, these adjustments are unobtrusive and have little impact on the overall branding and design of the site. But even the most seemingly minor adjustment can greatly improve your UX.
Compile a list of the adjustments that can be made to improve your website’s UX, and work with your in-house designer/developer or your web design agency to find the best solutions and approaches to make these adjustments.
Prioritize your user’s mobile experience.
Last year, nearly 50% of global website traffic was done on mobile devices, and the number of eCommerce purchases made on mobile devices is rapidly increasing. Ensuring that your user’s experience on a mobile device is consistent with their experience on their desktop or laptop can have positive effects on your user’s satisfaction and your conversion rates.
Any content on your desktop site should also appear on your mobile/responsive version whenever possible. When designing or revising your website, always check that your site and content is responsive. Padding, alignment, and font size are just a few components that affect visibility, readability, and the overall appearance of your responsive design.
Since more and more users are browsing websites and shopping online on their mobile devices whether they’re on the go or lounging at home, prioritizing mobile/responsive design is vital to the quality of your UX.
Let’s give your users a top-notch experience.
Whether you already know what adjustments you want to make to your site to improve your UX, you’re looking for a professional to analyze the performance metrics, or you’re considering redesigning your whole site, give us a call. We would love to discuss how we can help you improve your website so that you can provide your users with a stellar experience each and every time, guaranteeing to improve your traffic and conversion rates.