Have you ever wondered why customers leave their shopping cart without completing? Or only visit your homepage without clicking through to other pages? This could all be down to the user experience: how easy it is to navigate; how relevant and; how up to date the content is. Sounds simple, but if you don’t get it right it can easily impact on sales and business growth.
We’ve gathered together some top tips on what to consider if you’re embarking on a website update or totally new design.
Looking good
It goes without saying that your website needs to look good. It needs to reflect your brand, be image led and enticing to potential and existing customers. But it’s not all about looks. We’ve previously spoken about developing a target persona for your brand and ensuring that your website takes into account your target audience with appropriate keywords, phrases and imagery!
Ultimately you want to speak in the same language as your customers do and get across why your services or products are right for them. It’s also worth noting that you want to solve their problems so think about how your product and services can do this.
Easy to navigate
So, you may have got people to visit your website, but you need to keep them there and you haven’t got long to make an impression. If someone can’t find what they want in 3 seconds, especially if they’ve come to you because of a well worded social media post or Pay Per Click Campaign, you will lose them. Websites need to be basic and simple and if you’ve said in a marketing campaign to ‘click here’ about a certain product or service, then a customer wants to see exactly that.
Make sure you have very clear call to action buttons and arrows to draw the eye to areas of the website. Bold and contrasting colours can also help with navigation.
Bounce rate
If you’ve failed the 3 second rule, then customers are likely to ‘bounce’ off your website. When we start working with clients, we do an analysis of their website which tells us the current bounce rate – we then work with you to tailor messaging so that this rate lowers over time and converts. But you will find it hard to tailor messaging if you haven’t done the process of creating a target persona. Read our blog on how you should develop this persona for your business.
The Path Forward
The relationship between a well-designed website and business growth is unequivocal. Enhancing user experience is an investment in your brand’s future, necessitating a thoughtful approach to design, content, and technology. If the prospect of undertaking a user experience redesign seems daunting, professional assistance can provide the expertise needed to transform your website into a potent tool for engagement and conversion.
We encourage all businesses to critically assess their online presence and consider the profound benefits of prioritising user experience. The potential rewards, in terms of customer satisfaction and business growth, are truly limitless.