How to improve your website’s user experience

user experience on apple mac

How to improve your website’s user experience

User experience (UX) refers to the overall experience a person has using a website or application. The goal is to ensure your website or app is easy and intuitive to use.

The ease and pleasure a person experiences when navigating your website can impact the amount of time they spend on it, how they interact with it, and most importantly whether or not they decide to engage with your offering.

There are several ways to enhance your website’s UX to encourage user engagement and conversion. Here’s where to start.

Embrace white space

One mistake that many websites make is to overcrowd and overcomplicate things. A great web design is simple and flows seamlessly from one section to another. Using white space can help to orchestrate a visual journey through your webpage leading your users to a particular destination. Most commonly, this destination will be to a call to action, for instance ‘join our mailing list’ or ‘buy now’. Use white space to keep your pages void of distraction so that your viewer’s gaze can seamlessly flow down the page to your call to action.

Improve your site speed

It might seem like a no brainer, but a slow site speed can really kill your UX, and every second counts. According to surveys conducted by Akamai and Gomez.com, almost 50% of web users expect a site to load within 2 seconds and tend to abandon a site if it hasn’t loaded within 3 seconds. This is a clear indicator that you’ll want to keep your page load time under 2 seconds.

Use large attractive headers

Remember, a great website will take your viewer on a journey. If you would like the user to perform an action, whether it be sign up to your mailing list, call you or purchase your product, your user journey should help achieve this.

The use of large eye catching headers can help engineer your user journey. They can be used as checkpoints so that your viewer can identify where they are on your website, what they are doing there and what the next step is.

Include strong call to actions

Your website holds a particular purpose for you or your business. Perhaps you sell products via your website or you use it for lead generation. Whatever the purpose is, once your target audience is on your website, you’ll want to direct them to perform a particular action. A strong call to action is simple, clear and concise. Use strong active words and consider using a vibrantly coloured button to attract your user’s eye and encourage them to click.

Use images strategically

Images can be used to break up the text on your page and can help supplement your written content. Just be sure to use them wisely. Remember, your users will see your images as a reflection of who you are as a brand, so make sure that they reflect this. Refrain from using too many stock images. Instead, consider using images of your team, workspace or your offering in action. It’s also important to be aware that large files can drastically slow down your site, which is very damaging to UX. Display only a few images per page and be vigilant with managing individual file sizes.

Be wary of text-heavy pages

In relation to UX, there is very little that is worse than an overcrowded, text-heavy or text-only webpage. Try to keep your written content succinct and remember that online attention spans are short. If you do have content-heavy pages, consider using white space, boxes, borders and images to break up the text and make the experience more engaging for the user.

If you would like help improving your website’s UX, talk to a consultant at Green Door Co today.

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