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How to Improve Website User Experience

Content marketing provides startups with a cost-effective and sustainable  An online presence is essential for businesses today. However, just having a website is not enough. It must also provide its visitors with the best website user experience. A positive website user experience will encourage your visitors to browse more of your pages, read more of your content, and go back to your website in the future. As a result, your visitors are more likely to become your customers.  

Moreover, if your visitors find it difficult to use your website, a significant part of them is more likely to exit your page and look for another brand with a better website. Even if they stick around, they are less likely to convert since the poor design of the website is getting in the way of their attempts to find information, request a quote, schedule a call, or buy your product.

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Here’s What it Takes to Provide the Best Website User Experience…

When it comes down to it, what makes a good website user experience is your visitors not having any trouble finding what they need on your website. Here are the characteristics of a website with a good user experience:

Your content is original

Your content fulfills your target audience’s need

Your audience finds it easy to use your website

Your audience can locate and navigate your website easily

Your content is accessible to people with disabilities

Your website is a credible source of information

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How to Improve Website User Experience

Given the characteristics of a website with a good user experience above, what does it take to achieve these? Here are some essential tasks on how to improve the user experience for your website:

01

Step

Identify core tasks on your website

Core tasks are actions that a majority of your website users expect to perform easily on a web page through their device or system. What these core tasks are will depend on the type of business, website, or audience you have. Some core tasks include reading content, watching a video, logging in, viewing images, signing up, contacting customer support, finding specific information, clicking a link, and using a website feature.
Although you can identify some core tasks of your website based on the type of website or business you have, nothing compares to using website analytics to determine how your users interact with your website and find out what they expect to achieve from it. You can then implement the necessary changes once you have identified these expected tasks from users. After this, you will have to test the changes you have made to ensure that your users can easily perform the core tasks they want to do on your website.

02

Step

Implement best practices for user experience

There are established practices to implement the best website user experience for your audience. Implementing these in your website will make it easier for you to create a positive experience for your website users and optimize it in the future. Here are some best practices on user experience that any website must implement:

Incorporate white space in your design

White space or negative space is the empty space between your page blocks, graphics, images, and text. Without enough white space, your page will look cluttered and your users will find it difficult to read your content and navigate the page. Moreover, leaving enough white space around calls to action, buttons, and other important page elements can make these easier for your users to see.

Clear and simple text

The text on your website must be easy for your users to read. It must be in the right font and font size. Its layout should have the right line height, line length, and paragraph size. And, it should have a color with enough contrast against its background.

Here are the specifics for each of these variables for your text:

  • Font: The recommended fonts are web-safe ones like Arial, Courier, Georgia, Roboto, Times New Roman, and Verdana.
  • Font size: It should be around 16 to 22 pixels and must adjust to the screen of the user’s device.
  • Line height: Each line of text must be 1.5 to 1.8 times the font size.
  • Line length: Each line of text should only be 60 to 80 characters.
  • Paragraph size: There should be no more than 4 to 5 sentences in one paragraph.
  • Font color: The text must have a contrast of the following values against its background: 3:1 minimum for larger text, 4.5:1 minimum for body text, and 7:1 maximum for all text.

Create a clear visual hierarchy

Visual hierarchy organizes your web page through various design elements in the order of importance. Applying it to your page can help your users where to focus their attention on your page and understand instinctively the flow of its contents. Here are the different design elements you can use to create a visual hierarchy on your page:

  • Color and contrast: Varying values of the same color can communicate to the user the importance of different page elements. More saturated colors naturally stand out and should be used for important items such as headlines, calls to action, and buttons. On the other hand, less saturated ones are good for bodies of text and white space. However, keep in mind to limit the colors to two primary and secondary colors, and three contrast variations.

 

  • Type contrast: Bolder or heavier weight font and larger font size differentiate a word or a group of words as more important than the rest. You can apply varying font sizes and weights to differentiate different headers in your content. You can also bold a text to highlight important points in the body of your content.

 

  • Scale: The differences in size will indicate which ones are the more important. Use only three sizes to create variety for your page element sizes without overwhelming your users. The most important will be the biggest but limit its use to two page elements.

Use standard navigation

Your website navigation should not be complicated and should be designed in a way that your visitors can find and use it instinctively. It should be at the top or left side of your page. The labels should be clear and descriptive without having more than two words. There should be no more than eight menu items. Dropdown menus should only be used when necessary. There should be a call to action that fits your website or business. And, lastly, your navigation bars, menus, and buttons should not prevent your visitors from using your site easily.

Create easy-to-fill forms

Forms are essential for capturing leads, registering new users, and logging in to existing ones. These forms must be simple to use and do not have more than three input fields. If you require more information for their registration, it is best to leave the lengthier input fields on the next page. In this way, you have captured their email on the first interaction and you can email them if ever they fail to complete it.

Maintain a low page load speed

Slow page load times will cause your website to lose its visitors. It will also make it difficult for your users to skim through the pages, which will lead to fewer pages browsed and shorter sessions. So, how to improve website performance in terms of page load speed? Here are some best practices to achieve fast page load speed:

  • Simplify your Javascript, CSS, and HTML code
  • Compress page elements to decrease file size
  • Optimize images without sacrificing image quality
  • Reduce redirects to cut down extra waiting time
  • Avoid widgets if possible

Check your design with a website user experience checklist

There will be several elements in your website to keep track of. This is why it is advisable to use an industry-standard checklist to go over your website’s design. You can easily find one online that will help you check your homepage, layout, accessibility, navigation, links, forms, and content.

03

Step

Analyze how your visitors interact with your website

Analyzing how your audience uses your website, in reality, can give insight into how to design the best website user experience for them. You can do this through website analytics tools like Google Analytics and user testing. Both of these methods will provide invaluable insight into the user experience on your website – with website analytics providing quantitative insight into the current state of your website while user testing provides qualitative feedback.

Website analytics tool

A website analytics tool can provide various reports about your visitors’ behavior. These reports include traffic analysis, behavior analysis, behavior report, and goal report.

Traffic analysis

This collects information on the number of visitors each page gets, their behavior on these pages, and the channels they used to visit that particular page. It also provides information on the contribution of each page and channel to your website’s conversion.

Behavior analysis

This report provides information on your visitors' user behavior on your website. It can also help you identify problems in the sequence of their interactions with your website, any unnecessary steps in navigation, and the scenarios that result in high exits from your website.

Behavior report

Even if you have a good grasp of your business' marketing, a marketing consultant can give you advice that helps refine your strategies. They have the knowledge and experience to provide marketing consulting services to clients from different niches, industries, and backgrounds.

Goal report

Even if you have a good grasp of your business' marketing, a marketing consultant can give you advice that helps refine your strategies. They have the knowledge and experience to provide marketing consulting services to clients from different niches, industries, and backgrounds.

User testing

User testing can help you understand how your visitors are using your website to find the information they need, to make a purchase, or to contact your business. It involves having real people use your website through their mobile phones, tablets, or computers to perform a set of tasks to achieve on your website.

For user experience, testing is focused on the efficiency and ease of use of a website or page for a user to achieve their given tasks. The interactions made by the users are observed through eye-tracking, click-through maps, user journey tracking, and more. After the test, users often answer a survey or are interviewed about the website’s usability and their experience.

From the results of the user test, you can identify issues and areas for improvement in your website. The people participating in the test can affect the results you will find and their usefulness for your application. This is why it is best to have participants with similar profiles as your audience personas.

04

Step

Test your website before full implementation

You must always test your website after working on it. Whether this is a new website or an improvement of a previous one, a test will confirm that you have designed your website well for your visitors’ user experience. You can conduct a test by having some of your target audience test it or through A/B testing.

The first method is just user testing. But, this time, you are confirming if the changes you have made improved the issues from the previous version. If this is a new website, this type of testing is your only option since your website has no previous version to serve as the controlled variable for your test.

As for A/B testing, you will show users two variants of your design at random. You will then monitor their interactions through your website analytics, user testing, survey, or interviews. From here, you can then decide which elements of your design are working well and which ones are not. Your findings can help you improve your design for user experience further.

05

Step

Continuously test and improve your website user experience

User experience is an ongoing process. Even if you have improved the user experience from the latest redesign of your website, it does not mean that it will stay that way. You need to consistently go over your website analytics report to ensure that your web visitors have a good user experience. You also need to conduct user testing at least once a year to make sure you are still in line with how your target audience wants to use your website.

Do You Need User Experience Optimization Professionals?

Knowing how to improve website user experience is different from actually implementing it for your website. It can be an overwhelming process that requires you to study topics outside of your core business. For this, it is best to seek assistance from those who do it for other businesses and websites. This is what we can offer you here at Big Market Solutions. With our services, you are not only getting a better website user experience but also a full suite of digital marketing services. Contact us today and schedule your free consultation with us!
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