How to create a website with a great user experience

Here are some of our top tips for making your digital presence reach new heights.

Page speed

There’s nothing more frustrating than waiting for a website page to load – and your customers will certainly agree. For each additional second it takes for your website to load, the more customers that are likely to drop off. According to research by Google, when page load time increases from 1 second to 3 seconds, the likelihood of a bounce increases by 32%. Ouch!

A simple solution

Optimize your images. By reducing the file size without losing quality you can watch your website finally take off.

Easy navigation

Well-designed navigation can make the difference between a visitor spending seconds or minutes on your website. If the journey a customer takes around your website is too complex, or poorly designed they could leave in favour of another website.

So what's the answer?

  • Position the navigation bar where users would expect to see it (typically at the top and bottom of a page). Make sure your menu is easy to read and helps the visitor find the information they are after quickly.
  • Ensure calls to action (CTAs) are on all of your website’s pages. These should be product-based with clear and direct messaging, such as ‘Shop Now’, ‘Buy Now’, or ’Contact Us’.
  • According to research 2% of all website traffic is generated from mobile phones. If your website isn’t optimised for these devices, you could be reducing your customer reach. A mobile-optimised site ensures all visitors are able to access your site in a way that is most convenient for them.

Visitor journey mapping

For each customer journey, you want to provide the best path that delivers them from A to B in the most efficient way possible. The visitor should be able to locate the page they need quickly and navigate with a few clicks.

To improve your visitor experience, test the journey yourself. Pretend to be the customer with a specific goal and take your own trip from the entry point they will be coming through. This will allow you to experience how easy it is to find the key elements on the landing page that take you to the next step.

Ask yourself

  • Is the journey clear?
  • Does the descriptive text explain the next steps?
  • Is it easy for you to engage with your customer?

Depending on the answers to those questions, you can change your mapping accordingly.

Structure the content for different personality types/needs

Everyone is different. Some of your visitors will be drawn to how your website looks visually, while others are all about the detail. It is crucial to provide for both if you want to keep your website on course. Good structure and navigation are key to your customers' experience.

Make contact details clearly visible

Make it easy for your customers to find out how to contact you. What if you convert them on the third page they visit; they're ready to pick up the phone and your number is nowhere to be seen? They won’t want to leave the page to get this information – and it might just cost you the full package as a result.

Take action

Broadcast the key details such as a phone number, email address or social media details on each webpage in a clear location to ensure you are offering all the information they require so they can easily contact you.

Your website is one of your brands’ most important digital marketing strategies. By providing a great user experience for your visitors, you can increase the chance of new conversions and make your end users’ lives easier. If you would like any further advice about creating and designing a website that delivers new heights for user experience, we would love to hear from you .

Eonic Digital offers strategy, web design and development, marketing and hosting support to businesses across Sussex, Kent, Surrey and Greater London.

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