Providing website visitors with a thorough and pleasant experience is of the utmost importance. Your brand reputation, customer loyalty, and sales are on the line if you fail to prioritize a website’s user experience.
Did you know 88% of online consumers are less likely to return to a website after a bad experience? You’ve probably heard website designers, developers, and marketers discuss a website’s ‘user experience’.
The user experience, mostly called ‘customer experience’ when referring to e-commerce websites; the totality of the experience of a user when visiting a website.
User experience should not be confused with user interface (UI). As defined by UserTesting.com, user interface is “the series of screens, pages, and visual elements—like buttons and icons—that you use to interact with a device.”
When creating a WordPress website, you need to keep both the user experience and the user interface of your website design in mind.
Everything on your website, from the marketing copy to the URL structure, contributes to a user’s overall experience with your brand.
Use these tips to improve your website’s user experience.
User Testing is Imperative
The best way to determine whether or not your website meets the seven facets of user experience is through user testing. While some user tests require a full team, expansive budget, and controlled facilities, there are numerous tools available online to deliver the results you need.
Ask Customers How You Can Improve
It never hurts to ask, right? After a purchase, send your customers a follow-up email asking about their ability to navigate and interact with your website. Be sure to ask specific questions rather than vague, open-ended questions, which could lead to undesirable responses.
In addition, you can also ask customers about their experience while they are on your site. Although pop-ups tend to be a widely used tactic for these surveys, in-website chat boxes are the most appealing as they do not intrude on the user’s activity on your site.
Review Your Site Flow
Look at the structure of your site, also known as a sitemap. Is it easy for website visitors to find information in a logical manner?
Remember, as one of the key factors of proper UX, users need to be able to find information they want easily on your website. If it takes several illogical steps to access pertinent information, it is time to rethink the structure and flow of your site.
When restructuring your website, rely on a user testing tool to help you understand what site path is considered simple and complex for your audience.
Use Headings to Your Advantage
On top of a sensible site structure, properly implemented headings can also aid a visitor in locating the information they need. Your headings should be:
Headings not only introduce a reader to a particular topic, they also point visitors in the direction of the information and content they need.
Have an Authentic Website Design
Returning to Nielsen-Norman Group’s definition of user experience, your website is part of a potential customer’s overall experience with your brand. Meaning, if your website has a stale appearance, users take notice. Whether you are using outdated website design trends or doing far too much at once, it will detract from the complete brand experience. If your company has a brand standards guide, be sure your website design follows those guidelines.