Have you ever visited a website and immediately been turned off by something?
It could be anything — poor content structure, poor readability, grammatical errors, bad design, 5 different colours that were never meant for each other, poor site navigation, you name it..
Chances are, you left immediately.
If you’re worried this is happening to your website visitors, hear us out.
You need to ameliorate your user experience (UX).
1. Build A Website For All Screen Sizes
More and more people now use a whole myriad of browsing devices – from PC’s and mobile phones to televisions and tablets, the range of screen sizes and device capabilities is growing at an ever-increasing rate.
Responsiveness is an essential part of UX design. Consider every element alongside your design choices and how these will work on users’ screens.
Here at Run2, we work with our clients to understand how each and every user will view the site, and on what devices. We can then optimise the format of each page for a range of different devices. So that when they are accessed by the user, the site recognises the device being used and renders the page accordingly.
An unresponsive website can reduce conversion rate. You have to ensure that you convert as many people that visit your site as possible, despite the kind of devices they use.
2. Remove All Dead Ends
Broken links create a horrible user experience. Nobody wants to click on a link, only to find that it goes nowhere.
The natural decay of links (also often referred to as link rot) occurs all too often. Link rot happens for any number of reasons: incorrect URLs are used, domains expire, websites are abandoned, and websites are restructured using new URLs. Even though best practice dictates the use of 301 redirects in the case of website restructures, not everyone sets them up.
These errors can kill conversion rates as fast as poorly optimised landing pages can.
Dead ends act as roadblocks to your conversion. When a user reaches a 404 page, they feel helpless. They can’t do what they intended to do and their only option is to leave and likely go to a competitor’s site to buy.
As for you, you lose visitors and potential customers. This dampens UX and marks your website as unhelpful!
Worried? Here’s a few suggestions on how to fix your 404’s:
- Use the tools available to you. There are a number of tools available to help you curb these errors. For instance, if your website is running on WordPress, there are WordPress plugins such as Broken Link Checker. Another good tool for checking the broken links on your website is one that’s provided by Google itself Google Search Console (formerly Google Webmaster Tools).
- Make the errors continuable. Reduce the risk of losing visitors by making it possible for them to continue on the conversion process. The easier it is for somebody to continue on your website after reaching an error, the less frustrated they’ll feel after reaching that error.
- Design a page for the occasion. Below are some of our favourites.. for more inspiration check out this Buzzfeed article.
3. Streamline the Process
In interacting with your website, visitors go through a number of processes— the conversion process, checkout process, buying process, and even a learning processes. Conventional wisdom says that you have to keep people for long on your website. Actually, keeping people long on a website can negatively affect your conversion rate and the user experience.
While there’s nothing wrong with keeping visitors who are engaged on a website, you should make effort to ensure that customers do not stay on a single process journey longer than normal. In fact, we’d advise that you streamline the process and make it super fast and super easy for visitors to complete.
It’s a matter of simplifying the process and creating a great user experience for customers versus making the process complex, which will result in poor UX.
This is directly connected to your user experience design— the amount of time visitors spend through the processes, the things they have to do while going through those processes, the links they have to click, the forms they have to fill, how easy it is to locate those forms, the photos & content they have to look at to understand your offering, these are all part of your UX Design.
Some ways to simplify processes on your website include:
- Shortening your contact form and/or letting people know how they can get in touch
- Improve page load times
- Don’t hide your pricing information
- Align navigation with what your buyers are looking for
- Surface highly searched or highly visited content
- Pick a campaign, and focus all channels on it
4. Keep It Clean.. We Mean Your Navigation
Clean and simple navigation makes it easy for users to quickly locate what they need. So, here’s what we suggest:
Do your research. Find out what customers are likely to look for on your site, then make them easy to find. When your potential customers look for something but find it uneasy to locate, they’ll be frustrated and will leave.
Where will they go? Probably to your competitor’s site. That’s a lost opportunity, another customer leaving, and a failure to build your conversions.
Navigation planning should start with information architecture. It is vital to sit down and brainstorm about a website’s information architecture. You have to figure out what kind of features the website offers, what is most important and what could be placed in lower levels in the information hierarchy.
Information architecture includes features, user needs, sitemap, testing and wireframes.
A well-arranged navigation menu is godsend, get it right.
There’s plenty more where this came from.. just give us a shout!