Wondering why your website’s user experience is holding you back from getting leads?
Your content is great. It’s engaging and provides all the information your audience needs. You can see high levels of website traffic, but they aren’t converting. Why is this you ask?
Our friends at HubSpot found that 32% of buyers would stop doing business with a brand they loved after one bad experience. If your audience is having difficulty navigating your website, you can’t expect them to hang around.
Understanding your user’s goals and creating an experience that caters to them will help your website convert more of your traffic. We’ve explained more below, so keep reading.
Hang on, what is user experience?
User experience refers to how people interact with a product. It also considers the interactions with websites and their related content.
Your website should deliver a journey for your users which is engaging, meaningful and takes them into the next phase of the purchase or enquiry process. Simply consider the connection you want to build with them!
Check out our website for example – notice the use of links, useful and engaging content, and seamless scrolling.
We’ve created an experience through the way we’ve structured our content based on our user’s needs and the reason for entering our site in the first place.
How can I improve user experience across my website?
Whilst we undertake a full strategy to create a user experience on a website as part of our website services, there are a few actions you can take to improve user experience on your site quickly.
Buttons and links to related content:
Adding links and buttons helps your visitors to access more information relevant to what they are looking for.
It adds value to their search, improves trust in your business and improves rates of conversion on your site, particularly if you are incorporating CTA buttons at key points in your web page content.
Make navigation easy for the user, and we promise they’ll love you for it!
Images and visual content:
‘A picture says a thousand words’ – images, videos and infographics are a great way to communicate and break up any chunky text on a page for an improved user experience.
You want to grab the attention of your website’s users, and a whole bunch of text probably won’t do that job 100% of the time.
Tailored content:
Put yourself in the users’ shoes for a sec, what do they want to read?
Creating blog or case study content that aligns with a particular persona helps your audience to quickly relate and build a connection with your brand.
You can then use those pages to refer users on to a more critical part of your website, such as your service or contact pages.
Improve your website’s user experience by avoiding these mistakes
While there are things you can do to improve user experience, there are also things to avoid which are simple – when you know about them.
Below are the three primary mistakes we see businesses make.
Pop ups:
While we love a good pop-up form, you need to ensure you use them sporadically and carefully, adding them in where needed to assist the user journey.
Our recommendations are to use pop-ups forms on a page after the user has been on the site for a certain time. Just like we’ve done on our homepage, did you see the pop-up of our Chief Marketer, Holly Martin?
When used correctly, a pop-up can actually improve user experience by helping drive conversions and encouraging users to convert.
Inconsistent structure:
A messy structure on a web page may confuse your users. A good rule to follow is to not confuse your users!
The user should be able to easily follow content and the structure of your copy – it should create a story and journey from top to bottom. Without the proper flow of information, it is more than likely that the user will click out of your site.
And remember, users these days are short on time and will often skim content, so make use of key headings.
Inefficient page speed:
According to HubSpot, pages that load faster can provide a better user experience and rank higher in search results – and that’s what we want.
We recommend optimising your page speed to increase your website views and keep your users hanging around!
Unlock your website’s potential through a strategic approach to your user experience
Want to really refine your website user experience to boost leads and conversions from your site? We offer a skilled team of website designers, developers and copywriters to help create a user experience focused website. Book a meeting to discuss your website needs today!
