Are you making the user experience a priority with your website design? According to a recent study, 88 percent of consumers will choose not to return to a website if they've had a poor user experience.
Some common examples of website design mistakes that businesses make that take away from the user experience include the following:
What is a User Experience Design and Why Does It Matter?
The user experience (UX) refers to the overall experience that a person has when visiting your organization's website, whether it be from a traditional desktop computer or a mobile device. The user experience is not just one single component or layout that impacts the experience. Instead, it comprises of many little interactions that come together to impact a visitor's overall feeling about a website.
Aside from increasing conversions, the overall user experience of your website should matter to your business as the emotions that your design evokes from users directly impacts your brand's identity. In addition, research shows that nearly half of consumers believe that a website design is a leading indicator of a business's credibility.
3 User Experience Design Essentials to Incorporate Into Your Website
If you want to enhance the user experience of your website, here are three tweaks that you can make that will positively impact your conversion rate and bottom line:
1. Consistent Branding Throughout Your Website
Good branding means that you're consistent in the way that you represent your brand with every aspect of marketing, especially your website. By establishing a cohesive visual identity across all of your marketing efforts, you'll be able to establish a brand that consumers enjoy engaging with. Research shows that being consistent with your branding--including your website--can increase revenue by as much as 23 percent.
Fortunately, it's not difficult to create a cohesive brand identity throughout your website. Sticking with the same color palette and using imagery that is consistent with the rest of your branding efforts will help to create a stable user experience for your website visitors without distracting or confusing them. To be able to provide the optimal user experience, your website should offer a seamless look, feel, message, and navigation, whether someone is visiting your website from a laptop or mobile device.
2. Clear Calls-to-Action
You can't expect your website visitors to take a specific action if you don't ask them to. If you want to have a website that converts, you need to make your calls-to-action (CTA) crystal clear.
Utilizing CTA buttons in your website design is an effective way to attract attention and encourage action. As a best practice, the buttons need to be large, prominently displayed, and fully clickable (meaning that you're not just relying on the text within the button to ask your visitors to take action). Also, the language that you choose for your CTA should make it very clear to visitors what will happen when they click on the button.
3. Keep the Focus on the Consumer
It's easy to get caught up in using the latest design features to create an aesthetically-pleasing website. However, at the end of the day, your website is really for your consumers.
In order to create a website design that offers an exceptional user experience, you need to understand which features and design aspects of your website are most important to your target audience. By conducting consumer research, most businesses will find that the beautiful website design features offer little value to the overall user experience if it's difficult for consumers to interact with their websites.
As you make tweaks to your website that place emphasis on the user experience, make sure you take the time to A/B test the new features to ensure that the enhancements will contribute to your goal of optimizing conversions. By making the customer journey on your website a priority (regardless of the device that the consumer is using to access your website), you'll be able to offer a premium user experience that will keep your target audience coming back for more.
How New York Ave Can Help
Our team at New York Ave specializes in building intuitive, user-friendly websites that are designed with conversions in mind. With our human-centered approach to website design, we make it easier for your customers to connect with your brand.
Contact us at New York Ave to learn how we can help you to create and launch a responsive, user-friendly website with better design, faster hosting, and hands-on service.