When it comes to user experiences, managing them in-store or at a physical location may seem easier.
Think about it – you can put signage, showcase deals, offer sales support, and clearly mark the aisles to help the customer find what they’re looking for.
This is much harder online.
In a Post-COVID-19 world, where everything is moving online – ensuring a good website user experience is more important than ever to drive conversions.
So … what exactly is a ‘good’ website user experience.
In simplest terms, website user experience can be defined as your visitor or customer’s experience of accessing, navigating through, and buying from your website.
If your answer is yes, to all of the following questions, you are most likely delivering a good experience:
- Is it easy for your customers to find what they’re looking for?
- Is the navigation path simple enough to follow?
- Are they receiving accurate, timely information?
If you’d like to improve your website user experience, here are three ways you can do so:
Get the CTA Placement Right
Ultimately, the goal of having a website is to sell.
This is why the clarity in navigation paths and placement of the CTAs is important when it comes to improving the user experience.
As a rule of thumb, the CTAs should be easy to spot and easy to read or click.
When it comes to CTAs, the concept of the fold is also quite relevant. Research from Nielsen Norman Group shows that elements placed above the fold on a website were seen more than elements located below the fold.
To be specific, the 100 pixels just above the fold received 102% more views than those 100 pixels just below the fold.
Hence, we recommend placing CTAs, above the fold, where the customer can easily access them.
Good Content and Great Optimization
We all know how important content is.
It helps communicate your vision, engage your customers, and support lead generation efforts.
Good, optimized content not only does this but also helps improve your page authority which elevates your search engine rankings. This enables prospects to organically find you over the internet.
It is essential to create content that is backed by solid SEO research and then continue to run tests to see how different content is performing across different pages of your website.
Once you have run heat-maps, scroll-maps, and generated other reports, conduct A/B testing for different areas. This will help you see how content is performing, if it is leading to clicks on individual links, and is there something you can change.
Website Speed Matters
Today, during this pandemic, website speed is even more important than it was ever before.
Google’s algorithm uses site speed as one of the indicators for ranking pages. Sites that are slower end up losing their ranking and may see a decline in their conversion rates.
Just to give you an example, for a mobile site, as the page load times increase from:
- 1 to 3 seconds – the probability of bounce rises by 32%
- 1 to 5 seconds – the probability of bounce rises by 90%
- 1 to 10 seconds – the probability of bounce rises by 123%
This is why website speed is an important area of focus.
Improving website user experience delivers long-term benefits that help your conversion rates increase by up to 400%.
At Pulsion Marketing, we help you identify what your customers are looking for in a website and support you in delivering that. To learn how our experts can assist you, call 1-888-701-4441 or visit www.digiforcemarketing.ca for a free consultation.