A strong user experience online is essential to improve your conversion rates and move your business forward. After all, an exceptional user experience can encourage users to make purchases they might not have otherwise made and is often all it takes to convince your users to choose your company over your competitors.
Your website should be constantly analysed and the design changed to build upon and improve your user experience as your market, competitors and user’s needs evolve. In this article we look at 5 ways to instantly improve your user experience that you should implement right away.
Improve your forms
Whether you are a large e-commerce website or a small independent start-up it is highly likely that you will have a form on your site. Any time you ask a user to enter their details it is a step they have to actively take which means many won’t fill it in so to encourage users to complete your forms you have to make them as simple and as short as is possible. If you want users to sign up to a newsletter you only really need their first name and an email address, similarly for a checkout form you shouldn’t need to include inputs for user’s birthdays or dropdowns to find out their favourite store. You can always acquire any additional information at a later stage.
Make it easy for users to contact you
Improve your user experience by allowing users to quickly and easily get your contact information. Too many times websites choose to hide them and force their users to actively search their site for details. If you are a large business with the available resources then why not include a live chat feature too to help users who may have questions or need help.
Optimise for mobile
It’s been reported that 60% of online traffic comes from mobiles so ensure that you cater for this audience by optimising your site properly. Web design should always be approached with a mobile first outlook but sometimes it is easy for certain elements to be overlooked. Think about what your users want from your site and how it may be different to those looking at it on a desktop. Someone looking at a coffee shop website on their mobile, for example, is likely to want to know the store location and opening times as a priority followed by their phone number or a menu, whereas this may be different for users sat at home on their desktop.
Make your search functionality outstanding
Over half of users on the internet are search dominant so it is crucial that your search functionality is perfected as a main point of navigation. Think about how it is designed, where it is placed on the page and how it works. Don’t forget to look at your search engine results pages too and make sure that they are relevant, consistently designed and easy to filter.
Speed up your site
It is essential that you make your website load as quickly as possible because if it takes more than 3 seconds then 40% of users will abandon your website. Even more worryingly a 1 second delay in page response can result in a 7% reduction in conversions so don’t lose out on business just because your site is slow.
Of course your website should be analysed on a case-by-case basis to target specific ways to improve your user experience but there are still some general steps that can be followed to make a start and instantly begin to improve your conversion rates. These are very simple ways to improve your user experience but can be implemented easily and with great effect.