An excellent user experience is important when it comes to online business. If the customers don’t enjoy using your website, they won’t come back. Customers will usually blame a bad user experience on other factors such as low-quality content or lack of trustworthiness on your part, but in reality, what they really want is simplicity and usability.
Every website online desires the attention of the web user and there are tons out there right now. With so much competition out there, you’re going to have a hard time standing out and grabbing the attention of your potential clients.
You need to simplify the experience for the customer and make it as easy as possible for them to find what they’re looking for. Improved user experience is definitely an intricate part of the puzzle when it comes to improving your sales conversion rate, but there are a couple of other things you can do.
How do I know my user persona?
“Know your customer” is a term that’s tossed around in the marketing world. If you want to attract customers and get them to keep coming back for more, you must understand who they are. Really, truly know them. There’s no way around this rule. So yes, you need to do a little detective work and put on your detective hat.
So, how do you determine your buyer persona? How can you tell who is the ideal customer to target, and how do you go about finding out more about them?
Start with who you serve. This could be your customers but it could also be another group of people whose needs you fulfil. For example, if your business makes health equipment then your buyers are the health centres and the people using that equipment. If you are a life coach, then your buyers are the people who are paying you for coaching sessions.
Why is it important you understand your site users?
If you want to know how to run a successful business, improve your online revenue and get more traffic, then it’s important to understand your customer’s needs, wants and preferences. This is called the buyer persona. It helps you determine who will pay for your offering.
Undoubtedly, your site users are the most important asset you have. Wouldn’t it be fair to say that once you know them better, you’d be in a position to make them 100x happier?
The more people that visit your website or mobile app on a regular basis, the more money you’re making. In fact, it can be said that more than 70% of online conversions come from returning visitors.
What factors influence a good user experience?
User experience (UX) is a modern business term that refers to the ways a person perceives and interacts with a brand. It encompasses the emotional and rational aspects of customers that can influence their perceptions, memory, satisfaction, loyalty and future behaviours.
A good user experience allows people to get new information, find what matters most and do what interests them. It means the site user finds or evaluates the brand, product, service or information on your site as being:
- · Accessible
- · Credible
- · Desirable
- · Usable
- · Useful, and
- · Valuable
How can the user experience be improved?
An excellent user experience is crucial to the customer journey. User experience (UX) is more than one dimensional and influences your conversion rate.
The percentage of visitors becoming paying customers is referred to as your conversion rate. This happens through the interaction between your website visitors or users and your website. The way users interact with your website directly affects their decisions — whether or not they buy from you.
Here are key tips to significantly improve your site user experience:
– Keep your website pages consistent.
Brand identity and user experience can be affected a lot by consistency. It keeps the user interface clean, your branding consistent and saves you time when updating it across all your website pages.
If you don’t keep your website pages consistent, your users will start searching the Internet for information that you thought they already found.
– Use proper and well written H1s and H2s.
You might not realise it, but your very first impression of a business is made by scanning your eyes over a website’s headline. A poor title will certainly put off potential customers and could leave you losing out on valuable sales opportunities.
Adding well-designed and written headlines to your site can help encourage customers to give you a second look. This isn’t something you should overlook, regardless of the industry you’re in.
– Use bullet points to segment key information.
Have you ever noticed that people don’t like to spend so much time reading when on the web? Well, that’s putting it mildly. Nowadays, people want information to be quick and succinct, especially with mobile devices being used more and more.
You will be more likely to attract new readers to your articles if you are able to do so. Use bullet points to make key information stand out and draw attention to what you want your audience to see.
– Ensure your site is responsive and mobile-friendly.
A responsive website means that it is designed to adjust to look good across multiple devices, such as smartphones, tablets, and desktop computers. A mobile-friendly site is somewhat simpler: it means the page will be easy to use on a smartphone.
You need to make your website mobile-friendly if you want visitors to stay long enough to perform a specific action. This is called bounce rate. The last thing you want is for a potential customer to leave your site as a result of any inconvenience caused by viewing the site on their smartphone.
– Use images smartly.
Working with images in the digital world is somewhat of a science. It’s quite a tricky one too! Images convey emotions, trigger memories, and can be an effective way of visually saying more with less. They are also a great tool for brands to convey story-telling.
I’m sure you can think of examples where you have felt deeply connected with something – it could be a book, film, or even an article. This is because image triggers the imagination and enables you to see things in your own way.
– Optimise your page speed.
Have you ever visited a website and thought it was taking a long time to load? Or perhaps you have heard someone say, “My website loads too slowly.” Every millisecond counts – each second your website takes to load can cost you 20% of your visitors.
Speed has a direct impact on conversions too. A one-second delay in page response time leads to a 7% drop in conversions – that’s why optimising your page speed is so important.
– Use white space.
White space is a wonderful design tool when used properly. It’s the eye sweets, the frosting on the cake, the whipped cream on top of your hot chocolate. It’s what gives your content area enough breathing room (no pun intended) to be read and scrolled with ease.
Use white space to make your pages more readable. White space makes web pages easier on the eyes and less stressful for your users.
– Use attractive calls to action.
Have you ever noticed how some sites use text like “get this” or “buy now” in their calls to action? You’ll attract more attention to your message and become more engaged when you do this. It’s not effective though if there isn’t a logical link to the action you want them to take.
– Fix your 404s.
A ‘404 not found’ page is one of the most frustrating and embarrassing things a visitor can see when visiting your website.
A 404 error is a small and simple one, but if it happens too often, then it can point to serious problems. According to Moz, 37% of users will abandon a website that has a broken link. That is more than enough reason to fix them before you ultimately lose those frustrated visitors for good.
Understanding your buyer persona and improving your user experience with an attractive, usable website is a sure-fire way to improve your conversion rates.
Now, with the Internet being such a critical part of our lives, it’s only a matter of time before your potential customers start reviewing your site online. So be sure to make a great first impression.