There’s nothing more frustrating than checking Google Analytics for your company’s website and seeing high bounce rates—why aren’t customers staying on your website?
If a user doesn’t like a website and leaves it quickly, this is often due to UX—user experience. UX refers to the design, functionality, and usefulness of your website.
If your site could use some improvements, it’s probably time to think about optimizing user experience. To learn more, keep reading to find seven key tips that you can use to improve the UX of your site, which is sure to improve the use of your business website.
- Conduct a UX Audit
Before you can improve your website, you need to know what’s wrong with it! To improve your user experience, conduct an audit to review your site and look for errors—you’ll find helpful website audit tools on decibel.com.
Also, ask your current customers what they think of your website—what do they like and what do they think could be improved? It’s important to make improvements to your website with your customers and target demographic in mind, since they’ll be the ones that will be using it.
Take some time to review the websites of your competitors, as this gives valuable insight into what customers are wanting from websites in your industry.
- Think About Your Site Navigation
Optimal user experience comes down to ease of use. When a customer lands on your home page for the first time, will it be easy for them to find what they’re looking for?
Or, is your navigation overly complex and confusing? This often comes down to your site’s navigation, so think about how you can make some improvements.
Make sure your website’s categories and links are relevant, with navigation bars on the top or side of your site. Every page should link back quickly to your homepage too, so users can find what they’re looking for quickly.
- Optimize for Mobile Use
How does your website look on smartphones and tablets? If your site isn’t mobile-optimized, your site is going to look jumbled, cut off, and disjointed, making it impossible for customers to read.
To avoid this and improve your user experience, use a website design that’s mobile-optimized. That way, your website automatically adjusts to whatever size device it’s being used on.
Your customers can then browse, shop, and order from your website with ease, whether they’re on their computers or phones.
- Include a Call to Action on All Pages
What do you want your customers to do after visiting your site? This could be anything from signing up to your mailing list, reading more of your blog posts, or making a purchase.
By including a call to action on your website pages and blog posts, so that customers have direction and guidance when using your site. Even better, see if you can embed a contact form within your webpage, so users can send you a message without needing to navigate away from your site.
- Increase Your Website Speed
For a fully optimized user experience, your website needs to be fast. Google’s research has shown that even a one-second delay in website loading times can reduce your conversion rates by 20%.
In simple terms, this means if your website is slow, you might lose out on sales. Don’t let this happen—instead, work on improving your website’s speed.
Website speed is a complex beast, so you’re probably best to work with a web developer to improve it. However, you can increase your speed by reducing the size of your website’s images, switching to a faster website theme, or migrating to a faster server.
Look for a site speed testing tool (there are several free tools online), that can let you know how fast your site is currently loading.
- Focus on Writing Great Content
If you want users to spend some quality time lingering on your website, then you need to give them a good reason to stay. Keep them engaged by writing fantastic content on your website.
From your About page to your blog posts, all of your web content needs to be professional, easy to read, and free from grammatical errors.
If your website doesn’t already have a blog, starting one can be a great way to create lead magnets, drawing new users to your site. Hopefully, they’ll love your content and will want to keep reading, spending more time on your site.
- Keep Things Simple
When it comes to web design, keep in mind that simple is often best. Complex fonts, multiple colors, and busy page design are only going to confuse your readers, making it harder for them to find the information they need.
Generally, a clean, minimalist, and easy-to-navigate web design is going to be best for your business, so forget about the animations, music, and cursive.
Start Optimizing User Experience to Help Your Business Grow
If your company wants to grow and increase sales, optimizing user experience is a great starting point. The better your website, the more likely you are to keep customers happy as they browse and shop on your site.
Use the tips above to review your site and look for areas of improvement. Then, implement some changes that will boost your website, making it more attractive, faster, and easier to use.
Your customers are sure to appreciate it, so improve your UX and watch your business take off!
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