user experience

How to Improve Website User Experience in 5 Steps

Imagine a salesperson who works 24/7, seven days a week, providing clients with valuable information and pointing them in the direction of products and/or services that can solve their problems. Sounds good, right?

Well, this is what your website does for customers. Assuming your website is optimized to offer the best user experience possible.

Ensuring that prospects don’t avoid your website like the plague can take a bit of work but is nowhere near impossible.

Here are five tips you can use to improve your website user experience. Don’t worry – none of it is rocket science.

Revamp Your Copy

UX copy can make all the difference in whether people engage your business, or scamper away like a frightened 8-year-old convinced your website is infected with cooties.

It’s true that we’ve grown so accustomed to UX copies, namely GOOD UX copies, making our experience with websites so seamless, that we start to take a good copy for granted. I can prove it.

Imagine going to your favorite website for shopping, let’s say Amazon, and every crevice of said website is devoid of text. Nothing. Just images hanging here and there and blank spaces galore. Nothing to guide you or tell you what’s what.

Shoppers would be playing the guessing game with eCommerce stores wearing metaphoric blindfolds, which isn’t likely to make for a constructive exercise. In fact, that sounds a lot like bad business.

For that and other obvious reasons, I’d suggest you take care when it comes to your UX copy. Hire a writer worth their salt to flesh out the copy on your website. No guessing games. No blindfolds. Just good business.  

Images Help… a lot

oubly business card gallery

According to a case study by Spectrum Inc. of Harrington Movers (a moving company based in New York and New Jersey), changing out a stock photo on a website page to an actual picture of their staff, transformed their results. The company was able to increase conversions with a simple, but effective decision and the reason is clear if you think about it.

The Internet is a great phenomenon that connects people in a way many of us would never have thought possible. It has also desensitized us to the many elements that float casually about the web, stock photos among them.

At this point, prospects can spot a stock photo from a thousand miles away. And if you resort to using stock photos, chances are they won’t be taking you seriously. A specific photo of your team or staff instead displays vulnerability and relatability with your audience. It draws people in. Remember, you’re selling to human beings, not robots. Speaking of robots…

Deploy Chatbots

If you consider all the messaging apps we use on a daily, it isn’t hard to believe that live chat has been quite the buzz with website visitors. In fact, eMarketer found that 63% of customers surveyed prefer a website that provides live chat. In the age of information, people not only crave information, they also expect it in as little time as possible.

Oubly chat bot

That said, meeting the expectations of customers is a priority and at times a challenge. Implementing AI, specifically chatbots, can help to tend to customers and their urgent questions in real time. An assistant bot can be the one that goes that extra mile for a customer, which will both save you the effort, and the customer time. Something said customers value dearly.

In the age of information, people not only crave information, they also expect it in as little time as possible. That said, meeting the expectations of customers is a priority and at times a challenge. Implementing AI, specifically chatbots, can help to tend to customers and their urgent questions in real time. An assistant bot can be the one that goes that extra mile for a customer, which will both save you the effort, and the customer time. Something said customers value dearly.

Nudging Consumers

If your aim is to drive consumers to make purchases, then consumer-convenience is a must. Just because a prospect makes their way to your website, that doesn’t mean they always know exactly what they are looking for. Did you know chatbots can help you nudge these consumers into making a decision, by recommending products that may solve their problems?

Browsing a website to figure things out can be anything from amusing to tedious. It’s in your interest to avoid consumers experiencing the latter.

Making sure potential customers don’t have to go it alone is a good start. Chatbots can help eliminate much of the tedium experienced when trying to navigate a site and figure out just what it is you are looking for.

Bots can do this by simply asking a potential customer their preferences and recommending products based on relevant data.

Optimize Pages for Speed

Website speed must never be undermined. When it comes to different factors that contribute to your website’s success or failure, page load time has to be somewhere at the top of that list.

According to research conducted by Section.io, an extra five seconds of page load time can badly affect your website’s bounce rate. To be specific, businesses have seen up to 20% bounce rates and higher, and all thanks to a five-second window.

If you are scratching your head wondering where to go from here – don’t. Google can help you gauge your page speed for free.

cash2burn site speed
Image Provided by Cash2Burn

What’s more, Google offers suggestions on how you might improve your load time whether on mobile or desktop.

White Space is Your Friend

Some businesses are overcome with the urge to advertise their services at every crevice of their website, eliminating every bit of white space detectable by the human eye. However, this is not ideal.

White space is, in fact, integral to making your website aesthetic. It lends balance to all the elements that come together to make your website that dashing salesperson, specializing in solving people’s problems.

By throwing out every bit of white space on your website, you are essentially robbing that salesperson of their presentation. Consider also that a lack of white space can make your website look crowded or outdated.

Conclusion

Each website will have its own strengths and weaknesses.

Maybe white space isn’t the issue with your own business website.

Maybe it’s your call to action that need some sprucing up.

Maybe your pages aren’t consistent.

It may even come down to customers not being able to navigate your website in a way that’s intuitive. Whatever the case may be, there is a list of changes that can be implemented in order to provide the ultimate user experience. Best of all, there’s almost never a need to break the bank on a complete redesign.

Michael Deane

Michael Deane is one of the editors of Qeedle, a small business magazine. When not blogging (or working), he can usually be spotted on the track, doing his laps, or with his nose deep in the latest John Grisham.

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