User experience plays an important role in the purchase decision. Slow and clumsy websites have fewer conversions and revenue.
A good UX design improves customer satisfaction and encourages trust. Modern consumers value experience and customer service higher than products. If your website doesn’t deliver a good experience, your reputation is at risk.
Consumers are aware of their power and rarely compromise. That’s why you need to spend some time and effort on your website’s UX. This article explains the five elements of design in detail:
- Simplifying the Journey
People online want to get from point A to Point B quickly. They have short attention spans and usually are in no mood for a long, complicated process. Designers need to keep this in mind when they create websites. Consider the following factors:
- What will be the user’s purpose when they visit your site? Do they want to read a particular article? Do they want to purchase a particular product? Do they wish to reserve a service?
- How do you help the user attain their purpose in the shortest and easiest way possible? Provide in-site search so users can find content easily. Make the checkout process streamlined. Make reserving a service easier.
- Is the journey simple on all platforms? Ensure people can get to their goal directly whether they visit the site on a desktop or mobile platforms.
The goal is to reduce the number of steps a user has to take to reach their purpose. You can create a simple journey by:
- Anticipating user needs
- Creating a linear design
- Providing context-based information
- Providing information only when users need it
All of these factors will enhance user experience and help them complete interactions satisfactorily.
People are used to personalization on platforms they interact with often when they’re online. Facebook, Twitter, Instagram, etc., provide personalized experiences so users only see and get what they like.
Many users expect some level of personalization from other online properties as well. Most website owners and developers are intimidated by the prospect, but personalization isn’t difficult. You can:
- Tailor your content based on the visitor’s location. For example, if you have visitors from New York City, show content and products that are available in NYC.
- Offer recommendations based on user behavior on your website. For example, if the user has placed an order for a particular product, show them related products to improve their shopping experience.
- Customize what they see based on their account activity. If the user has an account, you can customize what kind of products, services, or content they see based on their account setting or activity.
As you can see, personalization isn’t that difficult. You can come up with creative and innovative ways to make the user experience personal and enhance their loyalty to the brand.
- Focus on Multiple-Device Experiences
Mobile has been dominating the search engine traffic since 2016. In 2018, Google has shifted to the mobile-first index, which ranks your website based on its performance on mobile.
These factors might compel you to focus on just the mobile performance, but it is important to revisit that thought in 2018. While mobile does dominate search and is a vital ranking factor, you need to focus on multi-device performance.
Your website and content should perform well on mobile, desktop, tablet, smart TVs, and other such smart devices. In the world of the Internet of Things, modern businesses can’t afford to completely ignore one platform in favor of other.
It is difficult to optimize a website for all of these devices, which is where the device-agnostic UX trend comes in. Your website will provide a more refined user experience of it is consistent on all platforms.
If your user can have the same experience if they request a service through Google Home and conduct the payment through their laptop, you have succeeded.
- Minimalist Design with Focus on Content
Modern consumers face many distractions when they’re online. Everything from social media notifications to cute cat videos can draw their attention from your content. A cluttered website with numerous pop-up ads and a lot of links on all sides of the content can also create a disruptive environment.
That’s one of the reasons why modern website designers favor clean and minimalist design. This allows the content to be the star of the show and ensure users don’t have any distraction. Here are some factors to consider when creating content-focused environments:
- White Space – Make sure the content has ample white space so people can easily scroll without clicking on links.
- Visual Order –The human brain loves order and organized information. If you present the information in a clear order, it will understand it well. Make sure the content has headlines, subheadings, and bullet points. Include proper color-ordination and font sizes. If the order is predictable and clean, people will enjoy the content.
- Declutter – Remove everything that you don’t need from the page for a smoother user experience. Useless details and filler content removes focus from what is truly important.
A minimalist, content-focused design will also help you. They can lead to increased conversions and help improve your reputation.
- Human Experiences
AI assistants and Machine Learning have made interactions between users and technology much more human-like. Instead of typing out keywords, we ask our digital assistants to provide information.
The presence of Voice-Based interfaces has made traditional interactions much more limiting. Users now want apps and websites that respond to voice commands.
Beyond that, users also like design choices that enhance trust as well as the feeling of accomplishment. Even something as simple as a simple “Tick” at the end of the transaction can give users a feeling of satisfaction.
It is important to check the end user experience regularly. Visit your website and use all of its features as a regular user might. This will allow you to identify issues quickly and resolve them before it causes problems to the visitors.
A great UX is a worthwhile investment because it impacts conversions, revenue, and reputation. Hire an experienced designer with a good portfolio to get the job done.
Aella Johns is a Web developer working with EthaneWebTechnologies. She has been writing articles on many topics related to Web designing, Website development, SEO,SMO and many more.