In a digital world, your website is your brand. The purpose of your website is to meet your business objectives and to deliver a great branded user experience based on your brand promise and values. To have a successful website, it needs to be easy to use and to provide a positive user experience (UX) that meets your customers’ / users’ needs in order to:
Engage your customers / users with your brand
Persuade your customers / users to take action e.g. to buy, register or subscribe
Build customer loyalty.
Why is good user experience important for business?
A good user experience increases your website conversion rate and helps with google ranking. In a recent Forbes article, it highlighted the importance of user experience and stated the key finding from a recent Forrester Research study, as follows:
Top tips for creating a good website user experience:
Brand: Your website needs to reflect your brand, its values and personality. You also need to ensure that your website is designed with consistent look and feel by keeping your logo and branding elements including colours, typography, tone of voice, image style, graphic elements, etc. consistent across your website.
Design for your users: Research to identify who your target audience is (customers, potential customers, suppliers, etc.), understand their needs and online behaviour. Use the insights gained from your research to design your website to meet your users’ needs and expectations.
Navigation: It is essential for your website to have a clear structure in order for the site to be easy to use with consistent navigation throughout. To make it easy for the user to find information, you need to organise your website information in an effective way and to develop a website structure or sitemap.
Content: You need to develop your website content to meet your business objectives as well as your users’ needs. Your website content needs to be relevant and up-to-date for your target audience. Use short headings and bullet points to make it easier for the user to scan information. You need to use clear and unambiguous language to make it easy for your target customers / users to understand.
Call-to-Action: Use contrast to ensure that your call to action button is clear and stands out in order to to attract the user's attention and persuade them to click. Make sure that there are not too many call to actions on one page to avoid overwhelming the user.
White space: Use lots of white space and minimal design which makes it easier for the user to focus on finding the relevant information or to complete their task such as completing a form.
Speed: Ensure that your website pages are fast loading, as users find it frustrating to wait for pages to load up. Your images need to be compressed and optimised for the web.
Mobile: Your website needs to be responsive and fast loading on a mobile. Google ranking is higher for mobile friendly and faster loading websites.
Website Evaluation & Analytics: To evaluate your website, you need to monitor your website performance by adding a tracking software such as google analytics. This provides you with some useful website measurements including the following:
- The number of users / visitors and their behaviour.
- The number of page views and time spent on page
- The bounce rate and exit pages help you to identify which content pages are popular and which are not working well and therefore need to be improved.
It’s important to understand your users behaviour on your website, in order to help you to identify which pages need to be redesigned to improve your website user experience.
To succeed, your website needs to be designed to deliver a great branded user experience that meets your users’ needs and brand expectations based on your brand promise.