What is user experience?
User experience is how a user interacts with and experiences your website. The focus of every website should be the visitor. And every great experience ensures visitors find what they came for quickly and easily.
A good user experience can:
- Drive more traffic to your site
- Boost your ranking with search engines
- Create customer loyalty
There are many ways to improve the user experience of your website. Here are some of the ways we’ve determined will create an engaging experience.
We say this a lot: speed matters. Page load times and user experience are connected. Visitors make the decision to leave or stay on your site in a matter of seconds. If your website takes more than 3 seconds to load, approximately 40% of potential customers will move on. That’s a lot of missed opportunity because your website is slow.
You can stay on top of your page load times with this free tool from Google. It will also give you suggestions on how to make sure your speed is increased. If you would like further assistance, we’ve got some ideas that might be helpful too.
The majority of users rely heavily on navigation menus. These are your visitors’ guide to your website. With that in mind, menus should be clear and organized with an obvious set of options. You’re asking a visitor to trust you and click through to another page so you want the intent of that page to be apparent in the navigation menu.
Calls to Action (CTA)
Calls to action are important because they help guide the visitors’ next steps on your site. They are there to motivate visitors to take action. This can be anything from subscribing to a newsletter, submitting a form, to contacting you for more information.
CTAs should use clear, simple language. Visitors need to understand what will happen when they click on it so action words, such as buy, order or submit, work best.
Not all visitors will come to your website for the same reason so you need to make sure the CTA takes them on their appropriate journey through your website. If they land on an informative blog post, it wouldn’t make sense to have a buy button on the page. One to sign up for your newsletter containing more informational content would, though.
Color your world
Color can be a powerful tool. It can set the tone and mood for your site so choose your colors carefully, picking ones that complement your brand.
Colors can grab a visitor’s attention and persuade them to take a particular action. They can get users engaged with your content and help guide them through your website.
You want your colors to make a statement but you also need the page to be easily read. If they can’t read the content, they’re likely to move onto another website.
With the right color choices, you can make navigating your site smarter and easier, creating a user experience that is thoughtful and compelling.
Some fonts are easier to read and can have a direct impact on the user experience. If users have to work hard to read a piece of content, they probably won’t.
There are a lot of options out there, from classic to modern and everything in between. Just like your colors, pick fonts that complement your brand and make sure they’re readable. If you’re not sure where to start, Google has a helpful tool that allows you to preview readily available fonts in a user-friendly way.
Be sure to check your choices at scale. Some fonts will look great for body content and ho-hum for headings or titles. The opposite can also be true so a little trial-and-error can go a long way to helping you get it right…and readable.
Your users expect a fast and seamless experience when they visit your website. They should be able to find what they’re looking for and know how to get there with ease. Improving the user experience ensures their convenience and satisfaction.