It’s 2018 and it’s all about the consumer. Welcoming visitors to your website is like welcoming customers into your digital storefront! You'll want to make a great first impression and ensure your customers have a positive experience in your store. As marketers, it’s our job to give our website visitors the best experience possible from the moment they click onto our home page.
(If you’re new to creating UX for your website, check out our beginner’s guide to get started.)
Our Favorite Ways to Improve UX
Put Yourself in Their Shoes
Putting yourself in your target personas’ mindset isn’t just important for you as a business to understand your customers—it’s important for your website to be able to translate as well. Imagine you are your ideal prospect, and it’s your first time seeing your website. Ask yourself:
- Is the home page visually engaging?
- Is the most important information presented first?
- Can I easily find information I might need to complete a next step?
- What’s missing that I would want to click on?
- Is your website too salesy?
You can also use heat mapping tools like Hotjar to see where visitors are clicking and where you could make design changes to better suit their needs based on how they’re interacting.
Run a Site Audit
Using a tool like SEMRush, you can analyze your website for issues, such as missing tags, broken images, duplicate content, error pages and more. Another great way to conduct a site audit is by gathering insights from your customers. If you send a survey after they receive a service from your business, include questions that ask things like:
- Did our website help you achieve your goals?
- Did you have any frustrations with navigating our website?
- Did you run into any issues?
- What information did you find useful and not-so useful?
Eliminate the Excess
In order to keep your visitors interested, it’s essential that your website doesn’t overload them. By being selective and intentional with the content you put on your website, you’ll help reduce the likelihood of users bouncing off the page or exiting your site altogether. This could mean cutting down on the number of pages on your site or eliminating pop-up boxes that disrupt a seamless user flow.
Check Your Page Load Time
With a fast-loading website, you’ll not only rank higher in the hearts of your visitors, but also in Google search results! Throw your website into HubSpot’s Website Grader to test your load time and gain interesting information about mobile performance, SEO and security. By patching up the holes in your website, you’ll ensure a more positive experience for your visitors.
Design for UX
While it’s certainly good to focus on intricate details of your website’s design, your highest priority should be providing value to your visitors. By designing your website with the user in mind, you’ll be able to give your audience exactly what they’re looking for. Try these wireframing tools and web design tactics that will help improve your UX.
Consistency Is Key
Headlines, imagery, theme, CTAs, spacing, etc. By keeping all aspects of your website in sync, your visitors won’t have to worry whether they’re in the right place. This also includes responsiveness. If someone pulls up your website on their phone and it looks totally wonky and different, they’ll likely be confused and run for the hills. Make sure your website is mobile-friendly! Consistency enables your visitors to trust in your website! And that’s the goal—to build their trust!
Your website should always be working toward a better version of itself. These UX improvements are just some of many ways to ensure your customers have a great time exploring your website!
If you’re looking to create a personalized website for your business, schedule a consultation to see how we can create the best user experience for your customers.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.