Creating a website these days is really easy, especially with the abundance of HTML templates online. But what’s hard is creating one that is actually useful for your users and gets you result.
Questions like where to place specific UI elements, colors to choose, copy, imagery or graphic selectionetc. pops up in your head. Here are 5 tips to improve your website UX and change your site for the better.
1. Know Your User
To build a great Web site, you must have a rich understanding of who is the target user and what are his goals? Clearly define your target group to make sure you appeal to the right people.
How? Talk to the support and salesteam and listen to their interactions with customers. Who is calling in? What are the common queries, pain points and complaints? Read email responses that come via your website’s “Contact Us” form and other feedback links.
Goal Directed design – Yourinterface should be designed around the goals of the users and not on what you want or prefer. It’s about discovering the user needs to accomplish and meet the expectations by getting them there. This will help you in answering the most important questions –
• Who are my users?
• What are my users trying to accomplish?
• How will users interact with my product?
• How will my product introduce itself to first-time users?
• How can my product deal with problems that users encounter?
2. Landing page cheat sheet
Landing page is the most crucial page of website and the starting point for most user visits. All the more reasons to design it really kick-ass. Here’s how –
Let’s look at each section –
A. Links – Cut the Clutter. Keep only those links which are important for user to sign up. For ex. -Dropbox has just one link “Download”. Keep links like about us,blog etc. for footer.
Bonus Point: Begin Link Names with the Most Important Keyword.
B. Above the fold – Make the site’s purpose clear. Explain what your product is about and how does it benefit user with a clear Call to action button.
Key Pointers –
a. Don’t be shy to have a long landing page as long as it’s engaging the user with clear CTA’s at apt places.
Source –LocomotiveCMS – by Ideawebme
b. Use color contrast for Call to Action buttons. Also, try bigger click areas with great copy. Keep only one primary action on the screen at any given time and show secondary actions with weaker colors.
c. If you are doing signup’s in landing page, make sure to ask for the absolute bare minimum. Remember, Fewer fields = better conversions.
C. Below the fold – It can happen that people know how your product works but don’t understand its potential benefit to them. This is why you should point out the advantages that people will get from your product by showing the key features or benefits with product screenshot.
D. Build Customer Confidence– by providing product reviews, testimonials, return policies and customer service commitments that will make the user establish trust in you. Use Social Proof instead of talking about yourself.
E. CTA– Easy to miss but very crucial.Have a CTA with supporting copy below the fold.
Few examples –
Source – Behance/ideawebme
Focus on the copy and the tone of the website. Keep copy concise and highlight the main points.
• Use bullets to help visitors read and understandcontent quickly.
• Craft copy for key UI elements like button, error and success message, welcome message on user onboarding very thoughtfully.
• For email marketing, copy is one of the main determinants of whether or not a campaign succeeds. Reallygoodemails.com is great resource of this.
Contentsnippets.com – has a great collection of content snippets to use as inspiration.
Google now considers page speed a major consideration for search engine rankings; 75% of internet users agreed that they would not return to a website if it did not load within 4 seconds. Needless to say, faster loading site is an important requirement.
5. Test early, test often
Company website isn’t something that is launched and done; it needs to be continually tweaked and tested to find the combination that really moves the needle.
Icing on the cake
• Design for the blank slate – Ignoring the blank slate stage is one of the biggest mistakes websites and apps make. Use it as an opportunity to delight user by insertingquick tutorials and help blurbs etc. Emptystat.es will be your friend.
• Consistency – Consistency is a big deal when it comes to website designs. Having consistent structure and interactions is key to creating a consistent UI. Across all elements on the site, maintain a look and feel. Logos, headers, navigation and banners should not look dramatically different from page to page. Keeping forms consistent in style, structure and interaction can sometimes make or break a conversion rate. Using Pattern Libraries like – patterntap , pttrns.com will come really handy for this.
• Color contrast –The simplest way of grabbing user’s attention is using color contrast aptly. Best example is “call to action” button.
Lack of contrast, makes content difficult to read. Pay special attention to link text color when they are hovered. Make sure to choose best color scheme using these color palate generators – Kuler and Color Scheme Designer .
I hope you got inspired with this post. Sticking to these tips will help you ensure that your site stays user-friendly and functional. If you want to achieve great results keep testing and improving it on a regular basis.
Vasudha Chandak is a UX designer with love for pixels. She develops simple solutions to problems by crafting interfaces with simplicity, usability and brand identity in mind.