What do you look for in a website?
A user experience (UX) study by Clutch surveyed 612 people to find out which web features customers prioritised the most. Unsurprisingly, 94% of people said easy navigation was the most important UX feature (Clutch, 2022).
For a website to be memorable, the UX needs to be smooth. Users should be able to navigate a site with ease. Simple UX is a reflection of a good UX design. Not only will UX design allow the user to easily search for what they need, but it gives the business to market their content in a way that will really speak to the customer.
Websites are digital forefronts for any business. Your home page and landing pages are virtual shop windows, and users navigate a site in the same way they'd be tempted into a store by a POS display.
UX strategies are getting better and better, and websites are improving all the time. While that's great for broadening strategy options, it means the competition is always sky-high.
That being said - incredible, cutting-edge sites are just as memorable as slow, clunky ones.
Users need instant gratification
21st-century users are impatient. We are spoiled with smart technology that knows what we want before we do. Within the realm of instant gratification, our shortened attention spans have become wholly accustomed to quick, smart technology that responds to our live thoughts.
Things like slow page loading are bad for UX, and Google has even started considering page loading speeds to determine search page rankings. UX strategy is a combination of IT and business goals, which constantly keeps your buyer persona in mind.
But it’s not just about page load speeds. A site could load quickly, but if the user is being bombarded with annoying pop-up ads, faulty links, and error pages – they're not going to stick around for long. That's why businesses simply cannot afford to have bad websites.
These UX red flags will make your customers run from your site in one click:
- Slow page loading speeds
- Glitches
- Illegible content
- Bad-quality images
- Broken links and 404 error pages
These things will only lead to a frustrating site experience. It just takes one of these occurrences to drive customers away in one simple back click. Without a fool-proof UX strategy, all efforts, time, and money will be wasted when your customers bounce off the website. Your content could be flawless, but it doesn't compromise clunky UX.
It also makes a business look bad. That’s why more businesses are implementing full-fledged UX strategies to ensure that the content hits the best way it can.
A better UX strategy = more conversions
The faster and more usable your site, the more people will enjoy navigating through it, and the higher your conversions. The easier your navigation, the better your site usage and the higher your conversions.
The benefits of good UX:
- Creates a positive user experience
- Increases user engagement
- Doubles the chances of a returning lead
- Improves overall customer loyalty
- Keeps bounce rates to a minimum
Good UX leaves a pleasant taste. Your user wants a site that is simple, with your customer's needs in mind. So what can you bear in mind when it comes to UX strategies?
1) Analyse your site
Track your analytics and pay close attention to bounce rates. Consider the volume of actual conversions in relation to your targets (think contact form entries, web traffic, and social media interactions). Running site audits is beneficial too - it will highlight any areas of concern.
2) Outline your UX objectives
What needs fixing? Compartmentalise your objectives so that your goals don't overlap. Altering your site can become very confusing very quickly, so clarify some concrete goals. Remember to reconsider your buyer persona, and redefine objectives with them in mind.
3) Map out a UX strategy
Plan out a clear, easy-to-follow UX journey. Planning is essential to completing a UX strategy - things can go pear-shaped very quickly!
The art of simplicity
It may seem ironic to invest in UX which is so simple. But the simpler the site, the higher the ROI.
The number 1 rule of UX strategy? Keep things as simple as possible. A simple UX design is not only great for the user but great for the web team. Everything should be kept simple - from the UX writing ('microcopy') to the navigation.
Take Google for example. Google is the most visited website in the world - and there's a reason for that. Google's usability is incredibly smooth, with clutter-free visuals and simple navigation.
Keeping it easy to follow will keep your customers coming back, and retain their loyalty. In terms of growth, the conversions will speak for themselves.
How's your site looking?
To check the efficiency of your site, check out our website grader tool. It's free, and it'll give you a decent overview of how your site is looking.
Need more detailed advice? For professional feedback on your site, don't hesitate to get in touch for a web consultation. A fresh pair of eyes might just be the key to some growth-enhancing site improvements.
