What is User Experience and Why is it Important?

User experience is what your customers feel when they land on and use your website. If your website is difficult to use and it’s unclear what your products or services are, your users will not have a memorable experience and are unlikely to want to visit you again.

Why is user experience – UX – so important? Your website is your virtual shop window, displaying your services. You want your visitors to interact and convert into paying customers. And so your website needs to be easy to navigate and obvious what it is you want your customers to do.

So what can you do to convert your visitors into paying customers?

Get it right from the start

The minute your visitor lands on your website, they have to know they’re in the right place for them. Your headline must grab their attention, answer their questions and be relevant. Think entertained and engaged rather than bombarded by words. Your visitors want to see the information in easy to digest pieces before you lose them because they’re bored and dissatisfied.

Keep it Simple

Words carry your messages but don’t be tempted to overload the pages with text. Keep the words in small blocks, use bullet points and relevant graphics and pictures. Avoid waffle, focusing instead on appropriate, keyword-rich information that is likely to have been used in a search.

Be specific = be terrific

Looking to capture info from your website visitors? Make sure you’re only asking for the information you need. You might want extra information later, once they have converted to paying customers, but in order to get them in the first place, only ask for what you need.

Tell your customers what they need to do

You need to be obvious when it comes to letting your customers know what you want them to do. If you want them to press a button, make that button stand out. Now is not a time for subtlety! If you want them to do someone, tell them. That includes how many times they see your Call to Action. Don’t hide it on the page and make sure that wherever your potential customer scrolls, your CTA follows them.

Make it hard to say no

Customers are constantly faced with ‘sign up’ or ‘subscribe now’ buttons. That means generic CTAs or those with negative associations (another email…) just don’t stand out anymore. Instead, tell them what will happen if they click – think ‘make me rich’ or ‘start your fitness journey today’. Whatever you call it, make sure it matches what you actually deliver.

These are just some of the things you can do to improve user experience. We have experience working with all kinds of businesses, making sure their UX matches their customers’ expectations. Call or email us to find out more, and see how we can start converting visitors to customers.

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