How can you foster a positive user experience on your website, and why does this matter? Columnist Andy Paquin explores.
As the World Wide Web continues to grow, we move into a future where everyone and everything has an online presence. Within the limited window of opportunity for capturing a user’s attention, it’s becoming ever more important that their website experience be unique, inspiring, graceful, fun and satisfying.
Why user experience matters
Great user experience (UX) design has proven to keep visitors on your web pages longer and also keeps them coming back. When your audience remains engaged, they are more likely to absorb your ideas, understand your brand and explore your products and services.
Just imagine a person stepping into your business office or storefront. What kind of experience would you like them to have? As more businesses and people transition to digital, giving users a positive impression when they step into your “Web Front” will have the same results.
The UX package
What is UX? User experience is the interior decorating, the landscaping and/or the ambience of your “digital house.” How do you and your guests feel about being there? Is it attractive and interesting? Does it build a sense of trust and security? It’s not only the website’s style, it’s the tone and the choice of content that makes your UX package effective.
Clumsy UX can lead to website visitors being agitated, confused and downright frustrated. It can create unintentional barriers to action, provide misleading information or waste time unnecessarily.
3 critical UX success factors
In my opinion, here are the three most important factors to ensure you are developing a great UX package.
- Keep it simple, silly. Have a minimalist approach and build from there. Ask yourself, “Is this text, color or image necessary?” Make sure you are staging relevant information, using simple navigational tools, assigning clear page names, and providing calls to action that are apparent and easy. Remember: Less is more.
- Genuinely care about how users think. Become an empath, and step into someone else’s shoes. How would you want to experience this website? Tap into your emotional intelligence and ask yourself questions about the website experience. Eliminate the awkward distractions that can draw people in the wrong direction.
- Be bold and innovative! Good UX is not about how each element is working independently but how it all flows together. It is the unification of the science and the art, and this relationship between the two is where the magic happens. Designers might consider using esoteric photography, or capturing images of happy customers, or utilizing a new technology.
Capitalize on the UX advantage
As UX continues to gain momentum and increase in importance, more and more companies are investing in their digital user experience. With an increase in demand comes a wave of innovative ways to engage visitors and immerse them in a website’s digital ecosystem.
As UX evolves, the possibilities will continue to expand — so dive in! Be bold, and don’t be afraid to take a new approach to get people thinking about the what, when, where, why, how and who as they arrive at your “digital doorstep.”
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.