As we continue to conduct more of our daily interactions online, it’s never been more important to offer web users a seamless experience to help streamline their online encounters.
Online users have come to expect an optimised user experience as a basic requirement across all websites and devices. If your site takes too long to load, is full of long paragraphs of jargon-filled text, or doesn’t offer a logical journey throughout the site, you’ll lose visitors quicker than you can say ‘high bounce rate’!
User experience (UX) should be at the forefront of any website design and build. In person, a first impression is made within seven seconds, and it’s much less than that online – so a professionally designed, easy to navigate homepage or landing page is a must.
If it looks like too much work to find the information they want, web visitors will very quickly go elsewhere – so it pays to hire an experienced web designer with UX knowledge who can intelligently develop your website to hold interest and quickly direct users to where they need to be.
But in order to give UX the attention it deserves, you have to invest time, money and resources. However, this investment will reap rewards for your business for many years to come.
It stands to reason that if your website is easy to use, easy to understand and easy to navigate, that those who use it are much more likely to find what they want and make the call, the sale or the appointment that brings in revenue. If your customers have a positive experience with you online, they’ll reward you with their return business.
A key benefit of utilising UX design is that it is much less expensive to address and solve usability challenges during the design phase of a project than it is to fix it later with a redesign. Effective research, prototyping and user testing is a great way to highlight anything that needs attention before it’s rolled out to the wider public.
Getting UX right also helps to improve your search engine optimisation (SEO). As Google considers your bounce rate (the number of people leaving your website without performing an action) when ranking a website, it’s important that you get it right as poor UX will lead to a higher number of people leaving your page frustrated because they couldn’t find what they wanted.
A bounce rate under 40% is considered excellent, with most websites averaging between 40-60%. To see what your bounce rate is, access your Google Analytics and you’ll see it on your dashboard.
If you find that your products, services and price points are all closely matched by your competitors, it’s important to go that extra mile and give them an extra reason to choose you. Ensuring a positive user experience provides your company with an invaluable edge within consumer groups that are accustomed to streamlined, slick and intuitive websites, so if they have a hassle-free online experience with you, they’re more likely to remember that and you favourably in the future.
If you’d like to talk to FIG about your website’s user experience and how it could be improved, please give us a call on 01457 857111 or email us at [email protected]