We’ve all been there — you type in a website’s URL or find it from the Google search results only to be directed to a wonky site with difficult-to-find information. The worst is when it happens from a mobile device and the website isn’t responsive (when web pages automatically render well on a variety of devices to adapt to screen size). We’ll rotate our phones with the hope that the website design and copy will clearly align, but in the midst of our frustration, we close out of the tab and think less of the business we were trying to learn more about or make a transaction from.
And if you’re a business seeing a high bounce rate (the percentage of website visitors who leave quickly without exploring other pages) on your web traffic reports, something is clearly amiss. It’s time to make some user experience improvements.
User experience, shortened to ‘ux’ in the digital marketing world, is a crucial part of your business. Just as you’d want a customer to have a satisfying experience entering your brick and mortar store, the same applies to your ecommerce store and overall digital presence. While they might not be able to be greeted in-person or use their sense of touch, taste, smell, or hearing to immerse themselves in your product/service online, your goal should be to come as close as possible to creating a positive experience.
Here are some E-Commerce Growth & Trends We’re Watching that are worth taking a look at if you need to adapt your strategy to fit 2021’s digital realm.
Some key components of user experience are:
- Desirability.
- Accessibility.
- Usability.
- Credibility.
Your website should improve ux design and copy elements to make your product/service desirable, easy to find and search for, and sustainable.
Not sure how to improve website ux? Check out our recommendations for easy user experience improvements, below.
5 Easy UX Improvements for Any Website
Design a clean and simple layout.
Information overload is a huge turnoff to website visitors. When a user visits your homepage, or any other page on your website, make sure the copy is straight to the point, minimal, laid out in a way that makes sense. Implement bold headlines with a clean sans serif font (we use futura), use original, professional photography, and don’t use too many colors. In fact, just stick to your official brand colors. You should improve ux design first, then dive into your content.
Create engaging content.
This is the ultimate way to develop a satisfying user experience. Tell your brand’s story, use relevant keywords (without overloading), and include compelling elements like blogs, success stories, customer testimonials, and videos. When users/customers feel connected to your brand, it allows the opportunity for more brand exposure. If a customer loves the experience they had on your website, they may share it on social media, write positive reviews, and most importantly — keep coming back for more!
Provide necessary information.
What are your business hours? What is the best contact information for customer service? Are your products broken down into categories and easily filterable? These pieces of information and more, should be a one-click find on your website. The moment the user is sent on a wild goose chase to track down simple information, is the moment you could lose them as a paying customer.
Optimize, optimize, optimize.
This all takes place on the back end of website development, but the efforts that take place behind the scenes often make the final product more satisfying and easy-to-use. To start, test site speed, internal links, responsiveness, keywords, and overall SEO/SEM strategies.
KPIs are important to measure, too! And if you’re trying to optimize locally, be sure to follow our Do’s & Dont’s When Optimizing for Local Search.
Be you.
Using industry jargon, salesly language, and stock photos just doesn’t cut it anymore. Chances are, if a user is visiting your site, it’s because they’re already curious about purchasing a product/service or learning more. Stick to your brand mission. Visit your website as though you are a customer experiencing it for the first time. Remember that the most effective components of user experience are simple and relatable.
At Logical Media Group, we help businesses take their ux to the next level. Contact us today to take the first step in improving website user experience!
