Your website is the anchor for all your digital marketing activities. Whether you're using it to sell products or drive traffic to an email list, it plays a vital role. It must offer a good user experience to show visitors where you want them to go.
You'll see more conversions if your site is easy and satisfying to use. It's one of the essential parts of website planning.
The Importance of User Experience
Also known as UX, user experience refers to design meant to enhance your site's experience through better usability and efficiency. This makes it easier for your visitors to engage with the content.
The key to user experience is perceived value. No matter how simple or complex a website might be, the user should come away from it feeling like it was a valuable experience. This is what you're aiming for with UX design.
Know Your Users
How do you create a website that delivers a good user experience and perceived value? First, you must understand your audience well to respond to their needs and provide what they want at your site.
Create an ideal user profile that includes demographic and behavioral information. Next, identify the pain points, challenges, or questions that drive them to seek your products and content. Finally, consider what action you want them to take at your site, whether to buy or follow you for further engagement.
Your content should focus on helping people overcome problems and offering valuable tips. Think about the questions members of your target market have that you can answer through the material you provide.
Before people can engage with this content, it needs to be accessible. Ensure any audio or video files can be accessed using all devices your target audience uses. You can improve accessibility by offering content in various formats. For example, add a video with a transcript for those who can't watch it now.
Keep Your Site Simple
One key to a good user experience is to keep design elements simple. Use a consistent color scheme and fonts so it's visually appealing. Your pages should have a clean, uncluttered layout so visitors can focus on content without getting distracted. Break up text with white space and attractive images.
Navigation of your website should be intuitive. People should easily understand how to find the information they want. You can do this by simplifying menus and using clear labels. You should add drop-down menus and sub-menus when they get too cluttered.
The linking structure should also be as simple and streamlined as possible. For example, include only essential links and differentiate hyperlinks so users know where to click.
A search bar is another essential element of good website navigation, especially if you have a great deal of content. Prominently display the search function and make sure it provides accurate results.
How's Your Website's User Experience?
How do you know if your website is offering a good user experience? Your visitors will tell you. Monitor their activity on your site, and you'll see what's working and what's not. You can then make the necessary changes to improve even more.
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About The Author
Pat Simes is a Business Strategist, blogger and Founder of Innovative Business Solutions and Innovate Academy. She currently resides in the Midwest and is committed to inspiring and empowering entrepreneurs to transform their vision to reality.