Creating a memorable and meaningful experience on a website comes down to a carefully considered website design enhanced for the user experience (UX) - in other words, its designed with humans in mind and most importantly, your customer.
You are bound to have heard of UX, but what is UX, why does it matter, and how do you re-design your website for a better UX for your customers?
What Is Website UX?
In a nutshell, user experience (UX) is improving the quality of the experience and interaction between the user (your customer) and your website. A UX designed website very clearly places the customer first in every aspect.
Good UX is developed by understanding your customer and how your existing website currently meets, or most likely, does not meet their user experience needs as well as your business goals.
Why UX Is Important – Particularly Post-Covid
Humans crave a meaningful experience - ideally positive. Negative experiences can cause damage to a brand through negative feedback and in the age of digital, result in unfavourable reviews on influential digital and social platforms for other customers to see - not ideal. Positive experiences, however, create favourable interactions in customer engagement - what every business wants.
In 2020 we were all pushed to rely even more on digital platforms, largely websites, to complete purchases or seek support for services. As a result of this, peoples expectations of easy, efficient, and meaningful digital experiences has rapidly increased. Those brands whose websites fail to deliver a positive UX can no longer expect to delight the savvy post-covid digital user.
How You Can Re-Design Your Website For A Better UX
When it comes to redesigning your website for a better UX you first need to understand your customer and how your website fits into their customer journey and decision making. Developing customer journey maps and personas will help you understand your customers motivations and obstacles to purchase
Its also wise to do an assessment of your existing website and how your customers are currently using this. Tools like Hotjar are a great way to understand how customers are using your website.
Content And Design To Evoke Connection:
Content - Another output of the pandemic is consumers have become more conscious of their purchasing decisions and are spending more time researching brands and their values. Its more important than ever to make a connection using your values and brand story through your website in a meaningful way is sure to win you some extra customers. Images and videos are perfect for creating an emotional connection but use them sparingly for impact.
Language - Use simple language that is familiar to the user. Do not scare them away with overly complicated or technical language. This is especially true of technical or internal business terms. Use a tone of voice that is approachable and in the first-person.
Style elements (colours, fonts) - While it might be tempting to change the style elements from page to page, creating consistency and teaching your customers what to expect on each page takes away any confusion or user frustrations. Colours can be cleverly used as style keys to help create expectations and locate information.
Page layout and information placement - Users only scan a website; with most users looking to the middle and sides of webpages. Think about the placement of your key content and give it the real-estate on the page it deserves. Ensure your most important messages are captured using large headings, clear and consistent sentences, and supported by a clear call to action. Forms should be ideally located at the bottom of the page.
Navigation - make it easy to navigate your website, there is no need to reinvent the wheel when it comes to website navigation. There is a reason most websites follow the same approach here - its tried and tested. Use navigation banners that expand to show more content options.
Above all else, remember to put the customer at the centre of your website including content, layout, and functionality to create the ultimate UX.
While it may all seem simple enough, engaging a website design agency experienced in creating UX enhanced websites will give you better results.
HGB is a digital marketing agency in Hamilton with experts in user experience web design. Contact us to see how we can help you redesign your website for a better UX for your customers.