How to Improve Your Website’s User Experience
Chances are you have heard the term “UX” used many times when referring to websites and website design. UX stands for User Experience and is an important part of your website as it determines things like how long users spend on your site, how they navigate the pages they interact with on your site and what parts of your site they spend the most time.
The International Organization for Standardization defines user experience as “a person’s perceptions and response resulting from the use and/or anticipated use of a product, system or service.”
Essentially, if users don’t have a positive experience on your website they will quickly move on to your competitors for the product, service or information they need. Needless to say, it’s important to have topnotch UX to ensure you are interacting with your customers in the best way possible. Here are some quick tips to help improve your website’s user experience.
Utilize white space
Breaking up large blocks of text, adding bullet points, and increasing the amount of white space surrounding important images and text are simple ways to give users an opportunity to quickly scan and direct their attention to valuable information. According to Crazy Egg, enough white space around text and titles increases the user attention by 20%.
Replace stock images
Stock images can feel impersonal and detached from your company’s brand. Authentic photos help users understand the personality of the brand and what to expect when they interact with you. This is an opportunity to showcase real employees and customers.
Add testimonials to highly-visited pages
Consider dispersing testimonials throughout high-traffic pages where users spend most of their time instead of on a separate page. Testimonials are more likely to be seen if they are coupled with information the user is seeking, such as putting a testimonial or review of a particular product on the product’s web page. If you don’t have testimonials, reach out to your loyal customers and ask them to provide a review for you to share.
Fix broken links
Nothing makes someone leave your website faster than clicking on a link and receiving a 404 error message. It is recommended that you check your website for 404 errors, or broken links, at least one a month or more frequently if you have a robust site. There are several ways you can fix links and create redirects, the simplest solution is to install a plugin, like Yoast SEO Premium. If you have the resources, set up a creative and personalized 404 error page. Here are 24 clever 404 error pages from real websites.
Add keyword-rich meta descriptions
A meta description is the 320-character paragraph that summarizes a web page’s content and appears beneath the URL link in search engine results. Other than the link text, this is the first chance to get users on your sight through the search engine. This text is your opportunity to show that your website has value and is a very important aspect of on-page SEO. Make sure the description provides valuable insights and keywords that users are looking for. Every page on your website should have a meta description that provides as much information as possible about the content on the page. If your site is through WordPress, you’ll enter the descriptions in the snippet editor on each page.
Review your website content through the eyes of your customers. Are you using the same terms they’re familiar with and looking for? Eliminate any company terminology that doesn’t easily translate for customers. Also, simplify words in the navigation. Stick to words people are used to seeing like products, services, blog, about, contact, etc.
Test on mobile
Considering how much time people spend on their mobile devices and tablets, it’s important that you cater to the mobile experience as well. Many websites and templates are designed to be mobile-friendly, but you should be aware of what the experience is like for your customers. Take the time to go through your website on a few different mobile devices, including iPads, iPhones, and Androids, to make sure everything is working properly and is providing a good user experience.
These are tips that you can implement in-house or outsource to a third party. An agency with digital and website capabilities can provide an audit of your site and customized UX improvements for your specific customers. Check out the new JAXUSA Partnership website we built and designed to provide the best possible UX for a number of stakeholders and site users with different needs.