Let's face it - we're all hooked on the internet. Whether it's our personal computers or mobile phones, we're all using our internet or mobile data for entertainment, news, and even work. As a small business, that's where the challenge presents itself. Not only are your consumers spending more time online, their attention spans are shorter than ever; they want every website they visit to be efficient and easy to navigate. Otherwise, they go somewhere else.
That’s where a good user experience (UX) comes in.
UX is the overall interaction of a user when interacting with your website or application. It puts great emphasis on ease of use. UX Design is the process of creating a website or an application with the goal of enhancing the satisfaction of your user.
An integral part of UX Design is usability testing. It ensures the design is backed up by valuable data and in-depth analysis of how your end users interact with your website. With testing, you can gather useful insights and information that will then inform and improve your design to increase the satisfaction of your user, which will eventually lead to enquiries, subscription, or purchases.
Without proper UX Design, no matter how many people are attracted to visit your website, if their experience is not satisfactory, your traffic will suffer.
Read more about the difference between UX and UI.
Even the smallest friction in a user's experience can lead them to opt out. That is why from start to finish, you should ensure that they will have a smooth, consistent and pleasant experience on your website. From the smallest business owners to the largest corporations, if you have an online or digital presence - and you should - websites should be designed in such a way that your users will stay engaged, perform the action you want them to, and of course, return.
To achieve this, you just have to do one thing: focus on your user. Plot their whole journey on your website. At April9 we combine a variety of industry-leading tools and behavioural analysis through continuous testing. Using methods like these, you can identify the pain points on your website. Is there a specific part of your website that is confusing? Are users clicking on a part of your website that isn’t linked to anything? Should you have more buttons? Less? What action words should you use to promote engagement?
These are just some of the questions that can be answered if you identify the issues within your site. Although the identification of the problem is the most important part of the process, it should always be followed by in-depth analysis of the obstacles so you can gather more information on how to further improve the user experience.
As the most popular search engine in the world, Google is endlessly improving the quality of the search results for its users, and an integral part of Google's algorithm is having a mobile-friendly website.
For the past several years, mobile usage has drastically increased, and it will continue to do so in the years to come. Your website should meet this need, and the way to do that is by optimizing user experience through UX design.
If your website has a pleasant experience and is perceived positively, users will visit your website and come back time and time again. This frequent visit from users signals Google about your credibility and significance, therefore benefitting the ranking of your website.
Easy navigation should be a top priority for all companies in the digital platform. This doesn't mean extravagant visual effects and tons of buttons; even the simplest designs with relevant and responsive navigation toolbars and menus can create an excellent user experience. Just make sure you incorporate the right mix of trendy and classic design elements to create the perfect formula for your UX design. A good rule of thumb is: if your user is left stuck not knowing what to do, you probably should rethink your design.
If you have to remember one thing about this article, it’s this: LISTEN TO YOUR CUSTOMER. They should be your number one priority because they will be the end users of your website. If you listen to what your customers really want by using tools and analysis, you’ll hit the perfect balance on your UX design.
Finding this equilibrium may be hard; working with seasoned software developers and graphic designers with years of experience in UX is the best way to remove the guesswork. At April9 Digital Consulting we regularly perform UX analysis, design and software testing for small and medium businesses just like yours.
With decades of UX design experience and best practices at your disposal, why not let us worry about your programming and design needs? Get in touch with us today and find out how we can transform your website to keep that traffic coming.