6 Tips to Better Website User Experience
A corporate website says a lot about the company that owns it. It serves not just as a calling card; it is, to a great extent, the company itself in its virtual form. Thus, if a company wishes to attract the attention, curiosity, interest, and eventually, the business of potential customers, it needs to, first, make a good first impression, then extend that good first impression to good user experience.
Captivating One’s Audience
Unlike in the physical world, online visitors are more fleeting — they have very little patience and they will judge a website within a few seconds. They will click away from it faster than they clicked into it unless it captivates them enough within those precious few seconds. And captivating an audience is not that easy. It requires a good balance of form and substance. There are other factors that come into play, too, such as the site’s responsiveness or the page’s ability to be viewed on any device, its load speed, and how easy it is to navigate. In a nutshell, it is the visitor’s experience that will tip the balance between gaining a potential customer or losing one.
Consumers judge a product within 90 seconds of seeing it; the same is true with websites
Good User Experience
In the past few years, the meme “Content is King” has been going around, and rightly so. Websites empty of true substance in terms of information and details are hardly worth the interest of online consumers who have the option of visiting millions of other pages. However, a page full of content but does not offer the right “ambiance” is less likely to keep a visitor lingering long enough to actually read what’s there. Therefore, it is important to:
- Make the visitor have a “feel” of what the company is about — the site’s design needs to reflect the product or service the company offers. For instance, a sporting goods store should be entirely different from how a first class restaurant presents itself.
- Make it easy and convenient for visitors to first scan and then read through the content of each Web page. Typography, including the choice of fonts, the size, the position, the use of headers, and even the width of the columns, contributes greatly to how a visitor would react to a website, and how long they would stay.
- It should be painless for them to navigate through the other information the site contains. It is important for the visitor to not “feel lost” or encounter a dead end when navigating through the site.
- The use of images and videos are often attractive to visitors, but again, striking a balance is key. One must refrain from drowning each page with too many all at once — doing so not only overwhelms visitors, it also affects load time. On the other hand, a good choice of images tastefully injected into each page can make a big difference.
- Let visitors enjoy the contents of the site by making it accessible regardless of what device they use, be it a desktop, a laptop, a tablet, or a smartphone. This way, one’s company is always accessible wherever potential customers may be.
- Make it easy for visitors to share the Web page with their friends by putting in social media buttons. Word of mouth, after all, is still one of the most effective marketing strategies there is.
The bottom line is, user experience is top priority when designing one’s website, because the way potential customers react to it when they visit equates to either the success or failure to convert a first visit to a return visit, and then to an eventual sale and even recommendation.
If you would like to familiarize yourself with the professional discipline of UX design, feel free to contact us!