Improve Your Website User Experience To Get More Online Sales
User Experience, or UX, is one of the most important buzz phrases of modern web design, and for good reason. In a world in which every business has a website, you have to do something quite special in order to persuade customers to spend time on yours. To put it bluntly, there is enough choice out there for customers not to have to put up with a second-rate user experience.
What can you do to improve your website UX and how can it help you get more online sales?
1. Implement Clear And Intuitive Navigation
A key component of an excellent UX is ensuring that your visitors can quickly and easily find the information they require. To do this, start by creating a clear and intuitive navigation menu at the top of your site that covers all the essential sections of your website. Keep the menu structure simple and straightforward, using clear language that resonates with your target audience.
- Evaluate your current navigation structure and identify areas for improvement.
- Organise content into logical groupings of top-level category pages and sub-pages for easy access.
- Test your revised navigation with real stakeholders to ensure it is effective.
2. Optimise Your Website For Fast Load Speeds
Slow-loading websites are not only frustrating but can also be detrimental to online sales. A study by Google found that 53% of users will abandon a site if it takes longer than 3 seconds to load. To keep your users engaged, make sure your website loads quickly by optimising image and video sizes, compressing files, and using browser caching techniques.
- Test your website's load speed using tools like Google's PageSpeed Insights.
- Monitor your website's speed on different devices and operating systems.
3. Enhance Mobile-Friendliness
With the increasing usage of mobile devices to access B2B websites, it's more important than ever that your website is ultra mobile-friendly. Responsive design (i.e. a website coded to automatically adjust its layout and content presentation to different screen sizes and mobile browsers) is crucial for delivering a seamless browsing experience, regardless of the device a visitor is using. Implementing a responsive design will help you retain mobile users and increase the likelihood of them making a lead enquiry or purchase.
- Regularly test your website's mobile-friendliness using Google's Mobile-Friendly Test.
- Ensure your text is legible on mobile screens without needing to zoom.
- Use large, easily clickable buttons designed for thumbs on small screens.
4. Make It Easy For Your Customers To Get In Touch Through Obvious CTAs And Contact Forms
To drive online sales and leads, you need to guide users towards the actions you want them to take, making it as straightforward and fast as possible. Effective call-to-action buttons (CTAs) and accompanying contact/signup forms are essential tools for converting website visitors into customers. Make sure your CTAs are clear, persuasive, and draw users' attention, and include a means of contact on every page.
- Identify the key actions you want users to take on each page of your website, such as making a purchase, downloading a guide, signing up for a newsletter, or contacting your business.
- Keep your CTA copy concise, specific, and action-oriented.
- Place CTAs strategically throughout your website, including your blog and product pages.
- Use contrasting colours to help your CTA buttons and forms stand out.
5. Utilise A/B Testing For Continuous UX Improvement
One challenge many SMEs face is determining which site elements resonate best with their target audience. A/B testing is a proven method for unearthing valuable insights and continuously improving your website's performance.
With A/B testing, you create two versions of a page (A and B) with slight variations in elements such as headlines, content, buttons, or images. Visitors are presented with either version randomly, and you compare the conversion rate of each to determine which performs better.
A/B testing an entire website is a huge undertaking, so start by running A/B tests on pages with high traffic and low conversion rates. Remember to test one element at a time and give each test ample time to gather data before drawing conclusions.
- Identify a specific goal, such as increasing newsletter sign-ups or improving the checkout process.
- Test one element at a time for the clearest results.
- Use A/B testing tools like Google Optimise to determine your most popular pages and elements.
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