I recently came across one of the online properties of a national company and highly recognizable brand and I was surprised at the lack of fluidity and the overall user experience of the site. Immediately I thought to myself that if a company that spends millions of dollars on advertising and hundreds of thousands on digital strategy is struggling with providing a good user experience then it's fair to assume that small businesses that don't have the resources are having similar issues. Below are three rules that must be followed when developing a highly performing, user friendly website:
1. Create distinct content that resonates
If it's not immediately clear what users can expect to learn, gain and/or experience when they arrive on your site, they are likely to exit within the first 15 seconds of engagement. Likewise, if you are using online advertising tactics to promote your site, but your landing pages are not relevant to your advertising, you will lose trust with your audience. This not only increases the bounce rate on your website, but creates a negative brand experience with consumers. Your site content must be strategic, well though out and resonate with your target audience to break through the noise, as there is an abundance of information on the web.
2. Provide clear direction and Call-To-Actions (CTAs)
Web users must be told what to do. A clear, concise and visually appealing call to action is a MUST HAVE. If the next step for users to obtain the information they are seeking is not obvious there will likely be a high bounce rate from your site. Create a clear user flow and path for users to follow on your site and you will see an increase in lower funnel purchasing activity stemming from engagement on your website.
3. Develop clear navigation/site structure
Our biggest user experience pet peeve of them all is unclear navigation. Your site should have a clear content hierarchy/structure. If your content is not scannable, then you should start over. Each navigation element and headline should be easily accessible and give the user a clear understanding of the content that will be presented in that section of the site. Utilizing short paragraphs and bulleted lists is a way to ensure that your content comes across clearly and is relevant to your headlines.
With these three tips the user experience on your site will be much improved and you will begin to see increased engagement and lower funnel activities driven from your website.
For more information on how to improve your website performance contact us!