In 2019, the importance of having a website in order for your business to compete is paramount. However, having a website doesn’t automatically put you in the running to become industry leaders. User Experience (UX) has become one of the most important factors when it comes to website design in order for businesses to stay successful and competitive.
If you’re interested to learn how your website could benefit from a better UX, you’re in the right place. We’ll be investigating what makes a good UX in 2019, current UX best practices, along with some common mistakes you should avoid. Let’s start with the basics…
What is user experience (UX)?
When talking about website design, UX is all about creating an easy, meaningful and valuable experience for your visitors. In order to achieve this, you need to understand the mindset and behaviour of the people using your website. This can prove to be a difficult task – after all, everyone is different. Here are a few questions you should ask yourself:
- What do my users need?
Is what you’re offering exactly what they’re looking for? Is your offering instantly clear and accessible? What are their pain points when it comes to your competitors?
- Is my website easy to use?
Are your core products/services easy to navigate? Do you have clear calls-to-action throughout your website? Is purchasing/enquiring a simple, hassle-free task?
- What do they value?
Do users feel that their time is well-spent on your website? What are you doing to encourage positive interaction from your users?
These are all important considerations when designing your website, whether you’re redesigning your current site or having a whole new one built. Leaving UX to chance is likely to result in wasted money and a website with a high bounce rate that isn’t set up for conversions – nobody wants that.
Why is UX so important in 2019?
The sheer number of businesses competing for our attention in 2019 has caused us all to become increasingly selective and somewhat fickle when deciding who we spend money with online. A study by Toptal revealed that judgements on a website’s credibility are 75% based on a website’s overall aesthetics. This relates to the look and feel of your website:
- Is the featured content easy to digest?
- Is navigation to important places clear?
Without perceived credibility, users are more likely to leave your site and choose a competitor who they view as more trustworthy, even if they like what you have to offer.
Mobile UX considerations
An interesting statistic from Think With Google states that around 53% of mobile users will leave a page if it takes more than 3 seconds to load. What’s more, 52% of users claim that a poor mobile experience makes them less likely to engage with a company.
This highlights the importance of considering your user experience across devices, both desktop and mobile. Ensuring that your website is fully responsive (having the ability to render effectively across multiple devices and screen sizes) will boost your chances of retaining your users once they’re on your site.
UX best practices
There are many aspects of web design that come together to provide a great UX. At ExtraMile, our teams are experienced in knowing what works well, and what doesn’t work so well. Here are our UX best practices for web design in 2019:
Tell visitors who you are and what you do
Of course you know exactly what your business offers, but is it clear to your website users? Make sure your website features an ‘About Us’ section that is easy to find and clearly explains what you do. Also make sure your landing pages have all the information that a customer could ask for (or link to a page that provides this, like an FAQ page).
Use imagery (but beware…)
Visual stimulation is important on many levels. Images can help to break up text content, making it easier to digest. They can quickly convey your brand and offering and are also more likely to evoke an emotional response in users. 90% of information transmitted to our brain is visual, so choosing the right images for your website could be the difference between users leaving or staying to convert.
Beware the overuse of imagery. Too many images can make your page appear cluttered, and even worse, increase load speed. As we mentioned above, slow load speed can kill your chances of retaining your visitors. Clutter can also lead to confusion, adding an undesirable roadblock in your user journey.
Make it easy
The fewer steps it takes to convert, the better. A general rule of thumb is for any important content on your website to be reachable within no more than 3 clicks. Having a good internal linking structure will help this, ensuring there are clear links to important pages on your website to aid navigation.
The conversion itself also needs to be as simple as possible. A clear ‘Buy/Enquire Now’ call-to-action button that takes your users through a short and simple process to complete is much more likely to end in that important sale/enquiry.
There are features that will help your website achieve accessibility, reaching underserved but valuable audiences. The use of things like screen readers, alt text, voice recognition and magnification options can all help users with diverse needs access the content on your website.
At ExtraMile, our collaborative approach allows our Web Development, Design and Search Engine Marketing teams to work together to come up with the best, comprehensive design for your website. As a result, your website will deliver an all-encompassing UX that will encourage users to stay on your site and convert.
This is perhaps the most valuable step – after all, how will you know if users are having a good experience if you don’t ask them? Don’t be scared to let people use your website and give you feedback on the good, the bad and the ugly. Get them to take numerous journeys through the site, fill out forms, purchase products, etc. to test everything works logically and as it should.
It’s easy to get tunnel vision when working so closely on a project, so utilise fresh eyes. By using people who haven’t had any involvement in the website, you’ll be able to pinpoint any problem areas you missed and get them ironed out.
Trust ExtraMile to design a website that your users will love
At ExtraMile, our collaborative approach allows our Web Development, Design and Search Engine Marketing teams to work together to come up with the most effective, comprehensive design for your website. As a result, your website will deliver an all-encompassing UX that will encourage users to stay on your site and lead them effortlessly through to conversion.
Get in touch with us today to discuss designing a website that you and your users will love.