The seamlessly applied powerful UX design tactics can help a website gain an edge over competition. Let’s understand this with an example.
Say a user decided to read a piece on Big Data, or maybe she wants to play an online game or shop a beautiful red dress for Christmas on the web. She searched for it, and there she was – On your website!
But upon landing on the site she saw something vile – heaps of irrelevant, flashy multiple colors, huge fonts, broken links and incomplete information. Anything!
We know what happens in such situation. She will immediately zoom off to find another website – may be your competitor’s website. And she is absolutely correct. In fact, 79% of users who don’t like what they find on one site will go back and search for another site (IMPACT).
Would you like to see your potential customers/users using your competitor’s website? Surely, you won’t! Then work on creating a powerful UX Design. Try to add some gripping elements – keep it clean and simple.
Your website is your most powerful asset, and is the heart of your marketing effort. But, speedily changing digital trends and potential customer’s taste & preference can make your website look old and obsolete. Here are the 5 reasons to work on improving your user experience design.
• Better engagement means better traffic
• Better traffic means more business leads
• Acts as a great branding medium
• Helps gain credibility
• Increases site usability
In today’s guide we are going to discuss some user experience design strategies you can use to engage your online visitors.
Get rid of every irrelevant element – A good user experience is one that gives you a clean and positive field to explore what they want. So before we get into what you should ‘do’ let’s first talk about what you ‘should not.’ Here are few elements you should surely get rid of.
• Under Construction/work under progress pages
• Broken links (404 errors)
• Unnecessary or outdated web pages/images
• Any flashy or colorful text
• Unnecessary advertisements
• Half cooked/misleading information piece
• Non-working forms
• Outdated testimonials or reviews
Create a ‘scope of engagement’ – According to Neil Patel, approximately half of the website visitors don’t wait up to three seconds for websites to load. Long story short, if visitors find it difficult to use your site, they’ll surely leave. For a better user experience, do the following:
• Optimize your page load speed
• Be responsive and mobile-friendly
• Use attractive call-to-action
• Don’t ‘hard sell’ by putting lead forms everywhere on the page
• Use proper colors and be consistent throughout
Add human elements to your brand – The best way to do is to appeal to emotions. The simple way to do this is by inserting good quality images of smiling people or video of real people talking about your products/services. The best example is of fashion brands – why do you think they use good-looking models (over mannequins) to present their products? Because they want to make you think that you’ll look as great as the models. So, humanize your brand.
Optimize it for smartphones – According to Statista, in 2018, 61.2% (it was 52% in 2016) of the world’s population use mobile phones to access the internet. This highlights the importance of a mobile-responsive website. Mold your website in such a way that it should work well on every device.
Use real images – Avoid using stock photos for a simple reason that it creates a degraded impression of your brand on your potentials. Instead, try to use actual images. As per a case study by Spectrum, Inc. of Harrington Movers, their web page conversion increased by simply replacing a stock image with the picture of their actual team. The reason is simple – connection; real images connect quickly!
Deliver substance through your content – Your content should complement your design. Developing an engaging and informative content is equally important for engaging a user. Create a thought-provoking and useful content with relevant images, and structure your content the right way – bullets and shorter sentences matter.
Maintain design consistency – Heading size, font color and size, button size, spacing, images – everything should be consistent throughout your website. It should be in sync with your website’s theme. Sometimes, extreme changes in the design on every page leave the user confused and lost. Your website (overall brand) may lose its credibility.
Use attractive CTA – While creating the CTA buttons carefully choose the colors and know about the psychology behind those colors. Also, make sure the button leads to a page that is relevant to the content your user is reading. The text on the button should be time sensitive and action-oriented. WUFOO is the best example in this case.
Keep it less – Most websites and mobile apps think adding more elements will make them stand uniquely in the market. The key is to trim down tasks/process that a user need to follow. For instance, reduce the number of fields in a lead form, reduce the number of forms and pop-ups on the website, minimize the scroll, and keep in-app or on-website ads to the minimum or if possible don’t put them at all.
Work on whitespace – With white space we doesn’t mean it has to be all white. The idea is to keep it clean and empty – no images or text. It doesn’t makes your website look cluttered. It can also help direct focus and attention.
Make use of eye-catching colors – However, don’t use flashy and neon colors. Choose the website color wisely; it should complement your business. For instance, a beauty or apparel website ideally shouldn’t have a dull color website. Also, choose a contrasting accent color for CTA buttons and other important interface elements.
Engage visitors with videos – Videos are in trend! According to Marketing Sherpa, Content with visuals, especially videos can lead to a 100% increase in your unique visitors/users’ count. In short, make your website content rich and visually appealing.
Test it thoroughly – Conduct a Quality Assurance (QA) test of your website before making it live for the audience. Check all the links fill out all the lead forms and pop up forms. This way you can fix any bug prior to the launch.
1. Asos – Great images, simple explainer and short demo videos
2. Myntra – Simple, clean and intuitive
3. Apple – Clever animation, parallax scrolling, simple, clean and seamless design
4. Flipkart- Smooth One-click order system, customer recommendations feature and great check-out efficiency
5. Graze – Wording and design with a personality, bold and appealing call-to-action.
The best way to know whether, your website is engaging or not is by getting feedback from its real users. Therefore, every company or brand should conduct frequent user feedback survey to get the right user feedback. This will help you majorly in creating a better user experience.
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