Amazon Web Services shows that 88% of online shoppers won’t revisit a website after a bad user experience (UX). Unfortunately, many businesses don’t understand that having a visually appealing website doesn’t equate to a good user experience.
That explains why they still have high bounce rates and don’t generate as many leads as they would like.
This guide looks at what you can do to improve the user experience on the website. Enhancing the user experience is a top priority for 16% of small businesses and should be yours as well.
What is User Experience?
Website user experience is a combination of multiple factors like usability, accessibility, and efficiency of user interaction. It impacts overall user satisfaction and user behavior. Site visitors make decisions in a split second based on various elements.
These include the interaction design and the website’s navigation. Since your website is your most powerful marketing tool, the pieces must fit together for a rewarding experience.
In essence, you must keep up with the evolving methodologies and technologies that make websites increasingly complex. In days gone, websites served as a one-way, static medium, but that has now changed. Today, website visitors expect to have a rich and profoundly interactive experience.
Top Ways to Improve User Experience on the Website
When you start to improve the user experience on the website, the whole process may feel overwhelming. Nonetheless, you shouldn’t panic.
Taking one step at a time will enable you to pay full attention to all design elements until you’re satisfied with their appeal. Boost website conversions by taking care of the following key features:
Have a Clear Call to Action for Each Page
When focusing on the big-picture elements of improving customer satisfaction on your website, you can easily forget about the calls to action. Yet, calls to action are elements that deserve special attention.
Each page requires a compelling call to action that entices visitors to take the next step. Some ideas for effective CTA buttons include:
- A link to a contact page with a contact form for the visitor to fill out
- An online scheduling link to book an appointment
- A call to subscribe to your newsletter or blog
- Links to other web pages with more information on the current topic
- Downloadable content in the form of helpful guides, product catalogs, or spec sheets
- Backlinks to related blog content throughout the blog post
Make Use of White Space
White space is one of the critical elements of good website design. It plays a crucial role in making text blocks and images stand out on the page, increasing user attention by 20%.
Creating a margin, also known as negative space, makes your website feel open and easy to use. One way to achieve this is to utilize bullet points, multiple headlines, and graphics.
However, ensure you balance the need for high-quality content against white space. This is especially crucial for the area above the fold, immediately before scrolling. The secret lies in identifying the key information. Next, allocate adequate website real estate to prevent paper clutter.
Utilize QR Codes
Society experienced a 28% growth in QR code reach between 2018 and 2019. In other words, there’s an increase in the number of customers actively scanning QR codes. Consequently, they enjoy improved customer experience through contactless communication.
You can seamlessly tie your digital signage content with the content on your website by utilizing QR codes. To explain, let your customers scan QR codes from your digital signage systems when shopping in-store.
This way, they receive relevant information onto their mobile devices seamlessly. Then, they can acknowledge the information immediately or save it for later.
QR codes benefit customers in a wide range of business situations. For example, they can direct users to landing pages or product web pages, loyalty programs, social media accounts, or exclusive discounts.
Overall, the codes improve user experience on the website because they provide real-time information, removing the need to ask someone.
Take Care of Your Site’s Load Speed
Your website visitors expect immediacy and ease of use. Econsultancy reports that about 40% of visitors leave a site that takes more than 3 seconds to load. Conversely, pages that load in 1 to 2 seconds experience higher conversion rates.
As smartphone and tablet usage becomes more prevalent, users expect sites to have faster loading rates. If page speed is too slow, visitors leave your site before they get a chance to explore it.
Given these factors, you should improve the user experience on the website by improving the website speed. For example, use the free services available on Google to analyze site speed. The platform also provides countless ways to enhance page load time for desktop and mobile.
Final Thoughts
Your website visitors want a seamless user experience every time they come to your site. If you don’t take care of the elements and visual cues that improve the customer experience on the website, you risk losing potential customers.
Furthermore, a bad website UX can make your business lose substantial revenue by inhibiting online purchases. Look at your website through the user’s eyes and ensure you design it for satisfaction and convenience.
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