Is Your Website Preventing People From Making a Purchase?

This article is going to look at why User Experience (UX) is important, how you can improve your business websites UX and drive more sales.

WOW – that was easy…
I thought when I moved my mortgage this morning!
Hats off to Halifax, as it was much easier to complete online than doing it over the phone. It brought up all my details, allowed me to see my previous payments and new payments on screen. For me it was a brilliant example of UX (user experience), and I even dropped them a note to say so – it’s nice to be nice.

I assume the Halifax will have big budgets to make sure they get their UX right, but that doesn’t mean that you can’t provide the best UX possible.

Why is User Experience Important?

A poor user experience will turn a website visitor right off, and in many cases the visitor will simply leave your site impacting your sales. If your UX is poor it leaves the visitor feeling frustrated with you and your brand which can hamper repeat visitors.

How to Prevent Poor User Experience?

Here are a couple of pointers to consider when thinking about your UX and how easy your website is to use.

  1. What does your visitor want?
    Think about what your visitors are trying to do when they get to your site. Are they trying to contact you, place an order online or visit a location.
    You need to think about the easiest way to facilitate this. My sister in-law hates it when she tries to find the address of a restaurant but simply can’t find it. The address needs to be as prominent as possible and easy to find. The footer is a good place to start.
  2. Speed is of the essence
    We have all become very demanding, and want instant results. If your site doesn’t load quickly then the user is going to be off, and this is even more important for users when they are on a mobile phone. There are plenty of free tools on the market you can use to find out the page speed of your site.
  3. Consistency
    Consistency is key, within your site and compared with other websites. What I mean by this is don’t reinvent the wheel. If you are adding a filter, does it behave in the same way as other sites’ filters?. Where do customers expect to see the add to basket button? What colour should it be?
    Take a look at other websites, especially the big websites; ebay, Amazon and Argos. These guys spend a lot of money on the UX so they should be getting it right.
  4. Easily Digestible
    You need to make it as easy as possible for a visitor to digest your sites information. We all digest information in a similar manner with slight variations. One of the key behaviours to think about is that a majority of online users are scanners, and as a result you need to make it as easy as possible for them to digest the information. Use bullet points and clear headings.

    Take a look at your website with this in mind. Is there anything that screams to you that you are not making your visitors’ life as easy as possible?

    If you need a bit of help and you would like to chat about how I can help you then get in touch.

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