There are many ways to improve the user experience (UX) of your website, some are easier than others to change/ implement and certain ones can have a greater impact. Below are a list of some of the most common UX pieces we see missing from our clients websites, their overall importance, and what you can do to improve that aspect of your websites UX.
Where Should I Start My UX Optimization Efforts?
*click on the statements below to learn more about how to optimize each of the items.
Recommendations to Improve Your Website UX
Changing content frequently on your homepage is a way to keep it fresh for returning visitors. And gives previous visitors a reason to continue coming back to your site.
(For service/ B2B based businesses)
The lack of pricing on B2B websites is one of the biggest frustrations for potential customers, and is likely going to play a role in your losing a sale. Studies show that pricing information is 2x as important to B2B purchasers as a contact phone number.
You may have many reasons why you can’t/ don’t want to show pricing information on your site, but regardless of what the reason is, there is a way to provide customers information on your pricing (whether or not that includes actual $$$ values).
Your pricing page/structure should show one of the following:
- Let visitors use a cost calculator on your site to calculate some sort of hypothetical cost
- Give examples of work you’ve done and the price for which that client paid
- Why you can’t provide a pricing structure online?, be specific as to why
If you have an ‘about us’ page, does your content answer “yes” to the following questions?
Does it provide info that helps them understand/ determine if you a good match for their needs?
Does it evoke a sense of trust?
This is one of the most underrated pages on most websites. All too often organizations/ businesses see this simply as a page they must have on the website because everyone else does, but it’s almost never optimized or changed.
The ‘About Us’ page might as well be called the “Can I Trust You Page?” Visitors/ potential customers need a way of knowing more about you so they can be sure you’re okay to do with business with, or that the information you’re providing is accurate. They also need to be able to determine if you’re a good match for their needs.
What you should include on your ‘about us’ page:
- company history (i.e. how long have you been in business?, what’s the story behind the business?)
- who are some of your clients/customers or typical types of businesses you work with
- information about/ links to your service or product offerings
(Answer Honestly) Do you utilize stock photos on your site?
It’s okay to utilize some stock photos, as long as they don’t scream “stock photo”
However, studies have found that although the perceived trustworthiness of poorly performing vendors was increased when they used stock photography, perceived trustworthiness of vendors with good reputations was decreased.
If you have the ability to utilize customized photos of your actual office and employees, do so.
More is not better when it comes to websites, in fact it’s almost the exact opposite. As mentioned above your site content and structure should be in a way that answers your visitor’s most important questions, but it should do it in a way that is simple and easy to find and understand.
By focusing your visitor’s attention on what’s important and making it easier to understand means customers are less likely to go to a competitor for the same service.
Tips to help focus your visitor’s attention on important information:
- use bullet points when possible, as they are easier to scan and read over
- keep pages clean and simple (don’t overload them with sidebars, forms, etc.)
- have service pages that describe in detail the different services your company offers
Your visitors should feel like the site is specifically tailored directly to them and not an overall general user type.
The inverted pyramid style:
- Start with the conclusion
- Explain the most important facts
- Write in small chunks
- Give each new idea its own paragraph
- Give more background detail after the important facts
Even if you give the whole story away in the first sentence, your visitors are likely to continue reading, because they’re after information and they’re going to continue reading/ skimming the blog/article until they get to the level of detail they want.
ANTICIPATORY FEEDBACK: is information provided before a person interacts to help them understand what the outcomes may be.
Visitors/ customers are already overly impatient when it comes to browsing the web, so incorporating anticipatory feedback/ design into your web-pages is crucial. Whether they’re booking a trip or buying a board game for family game night, the priority is not so much freedom of choice as it is efficiency in arriving at the desired end.
(This helps people avoid interactions and choices that are not going to help them achieve their goals,) and move them quickly and easily navigate through the desired pathway to their destination as quickly as possible.
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