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Posted 8 months ago by Kris Jeary

Why does user experience in website design matter?

When it comes to creating an interactive, immersive and engaging digital brand, it’s important to think of the user experience (UX) of your website. With consumers becoming increasingly demanding and competitors raising their game in the UX field, designing a site that’s intuitive, easy-to-navigate and responsive has never been more vital.

And it shouldn’t be an afterthought – here’s why:

  • Pages that take longer than three seconds to load lose around 53% of mobile users.
  • 52% of online shoppers state how a fast-loading site improves their loyalty.
  • Slow websites are estimated to cost $2.6 billion in lost sales per year.
  • 58% of smartphone users feel more favourable towards companies whose mobile sites or apps remember who they are and their past behaviour.
  • 38% of people will stop engaging with a website if the content or layout is unattractive.

Creating a digital experience to remember

Improving the user experience of your website means getting inside the minds of consumers. What do they want to see and how can you make their journey with your brand more unique, innovative and memorable? Here are some design elements to consider.

✔ Use white space

Cramming every inch of your website with text and images might seem like the way forward but it can actually complicate the user experience. White space is essential for good design, in fact, white space around text and titles is believed to increase user attention by 20%.

Top tip: Find a happy balance. Too much white space can also be a bad idea. However, white space around call-to-action buttons and images makes them stand out.

✔ Create attractive calls to action (CTA)

When designing a website, you can improve the overall user experience by creating attractive calls to action. Think about the colour of your buttons and the psychology of colour. Red can stimulate feelings of urgency and encourage users to click, for example. As a prominent, eye-catching CTA typically results in more conversions, it’s a good idea to go bright and bold. The colour scheme you pick should also be consistent. This is because whatever colour you assign to a button will become associated with action. Think of hyperlinks as an example. These are typically blue. So when people see blue text, they know they can click to access more content.

As well as the colour of your text, think about the wording. Be clear and concise as you’ll have limited space to get your message across. CTAs that work well include:

  • Buy Now
  • Book Now
  • Find Out More
  • See Business Plans
  • Sign Up Today

Top Tip: Think about the placement of your CTA buttons. A logical place could be under a paragraph of relevant text as it’s in the direct path that a user would follow while consuming the page’s content.

✔ Make the UX simple

Improved usability is largely about simplicity. If you want people to buy a product, don’t make the process complicated as every task you ask them to do could result in a conversion drop. Instead, streamline the process to just a few clicks. Similarly, if you want them to fill out a form, don’t make it long. Provide a few boxes and only ask for basic information. You can always ask for more later but securing the lead is important.

✔ Think about content types

UX can also be enhanced by strong, engaging content. In addition to text, 85% of consumers want to see more branded video content, so you could think about incorporating useful, helpful and interesting videos into your strategy. Consumers appreciate helpful content so consider how-to videos or top-ten lists. You could also feature senior members of staff as this will help to improve the authenticity of your brand.

✔ Think about the information you display

During the design stages, it’s also important to think about what information you’ll display at each part of the user journey. For instance, retail brands may decide to show the shopping basket total as each item is added to avoid consumers getting a shock at the end and abandoning their cart. It’s also a good idea to put together automated product bundles to encourage people to buy more as they browse.

✔ Explore emotive marketing

E-commerce can benefit by drawing on what consumers love best about shopping. When you go to a market, for instance, it’s a full sensory experience. You can see, smell and touch the products on display and soak up the hustle and bustle of your surroundings. Buying fruit and veg online therefore needs to offer similar sensory stimulation. To create this, you can try techniques such as:

  • Optimising attractive images for the web to tempt your consumers. All images and videos should be optimised for the web to avoid slow loading speeds.
  • Embracing storytelling. By using emotive language you can help create a more personalised user experience that’ll engage and entertain consumers.
  • at said, remember e-commerce also has benefits that physical stores don’t offer, so remember to shout about these and create strong sales messages. For example:
  • Promote online delivery services with any special sales messages such as ‘free delivery when you spend over £50’ or ‘free delivery with every email sign up.’
  • Promote a wider range of products. Perhaps your physical shop is small, but your online space has a larger offering.
  • Offer discounts and incentives to online shoppers.

When designing a website, always keep the user experience at the front of your mind.

If you would like any advice regarding user experience please do contact us and one of our professionals will be more than happy to help you.

Services mentioned in this article

About the author

A digital designer first and business development expert second, that's the approach Kris takes with his work. Kris ran his own agency (Squiders) for 10 years before it was acquired by Kayo Digital and he became Head of Design. Born and raised in Kent, his pastimes include cricket, cricket and more cricket.

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