As we talked about in Part 1 of Ways To Improve Your Website’s User Experience, it is more important than ever to make sure that your website creates the best user experience possible.
A business’ website has the ability to leave a lasting impression on a customer. That impression can be either good or bad, depending on many different factors. It's worth your time and resources to figure out how you can improve the user experience of your website.
In effort to build from Part 1 of this series, below are 5 additional ways to consider.
It's all about the Visuals
Visuals are one of the fastest ways to introduce your company to a new visitor on your website. When a new visitor first comes to your site they can easily pick out generic stock photos. Maybe they’ve seen the same photo elsewhere or it just resembles the non-personal style of stock photography out there. Using stock photography can decrease trust and credibility very quickly and sometimes that's enough to lose a potential customer. If you’re going to use stock imagery for your site, be sure to choose it wisely. Try to pick a style of photo that relates to the feel of your company.
One case study in particular, a moving company on the East Coast was able to increase conversion on a page by simply replacing a stock photo with an image of the actual team of movers. On another page they replaced a stock image of a moving truck with a photo of their actual trucks at work which helped to build credibility and confidence. There are many other studies that point at stock photography as a disconnect between the user and the company/brand.
The best case scenario is to use your own actual images to convey your brand, services and products the way you want. This will help you clarify your message to your potential customer. Just remember to use images wisely throughout your site to support content and allow readers a visual break from text.
[Infographic] Using Real Images Versus Stock Photos
Make Sure Your Headings and Titles are Clear and Well Written
Remember Breaking Through The Noise With Buyer Personas? We talked about identifying the different types of buyers you want to attract to your brand to purchase your services and/or products. When creating your headings and content be sure to choose topics, styles, and keywords to attract the right audience and serve up exactly what they're looking for.
Headings and titles are important because they serve as the road map to guide your visitors through your website. Make it easy on them so they can scan through and find what they're looking for. Another thing to keep in mind, is that titles and headings typically have more weight within search engine rankings than other forms of content, so making sure they stand out to positively influence those rankings is important.
Check out https://lockr.io/ and see how they’ve chosen well-designed and thought through headings to direct the user through the site. Notice colors, sizes, and layout to describe the content within certain sections.
The last thing you want in the mind of a website visitor/potential customer is “Am I in the right place?” Consistency rules the day, so it is important to make everything match. We are talking websites today, but honestly this is good brand management as well. Everything should be styled to make your design the same. The goal is to provide your user with a consistent, enjoyable experience, as they go from page to page on your site.
Do your heading sizes, font choices, coloring, button style, spacing, design elements, illustration styles, photo choices, etc. match?
I’d encourage you to stop reading, go to your site and comb through each individual page. Are there inconsistencies? Elements that could be changed out to match across all pages?
Be Responsive and Mobile Friendly
In 2015, mobile device usage surpassed that of desktop and laptop usage. This comprehensive study is worth skimming through. But in short, the implications are clear, if you’re not providing a satisfactory mobile experience on your site, you are missing out compared to competitors who are. This means it needs to be mobile-friendly and easy-to-navigate no matter the screen type, or size by which it's being accessed.
Having a responsive, mobile-friendly website is one of the most valuable ways to improve your website user experience.
Unsure if your site is mobile-friendly? You can use this free tool.
Tracking and Analyzing What’s Working and What’s Not
The numbers rarely lie. Keep a pulse of what visitors are doing on your site:
- What they’re clicking on.
- What they’re looking for.
- Watching their scroll patterns to see what content they’re interacting with.
- Understand how the majority of visitors are using your site.
You can then use the above information to make changes on your site with the goal of increasing conversions and adding elements that improve a user’s experience.
Check out our Handful of the Best Marketing Tools For Your Business for some great tips on tools to help you measure what customers are doing on your site.
I hope the above tips give you a better understanding of how to refresh your website for a better user experience without having to do a complete re-design from the ground up.
Some people that have read these blog posts on improving website user experience have found the below ebook on “Designing Your Website With Marketing In Mind” helpful.