Your website’s user experience dramatically impacts whether or not your customers decide to stay on your site or click the back button. If your website acted like a traditional brick and mortar retail store, you’d be able to watch as customers walked by. You could observe and make modifications to your storefront so that you end up with more customers. It’s easy to tell what products are being sold because you keep a physical inventory list on hand. Making a website is no different, and you can improve your website and make it serve your business or organizational needs just as effectively as a brick and mortar store. The trick is to improve your website using the tools that are going to not only make the customer experience better, but also make it easier for you to discover what your customers want.
1. Design and Clarity
Spend more time than you think is necessary to analyze and tweak your website design. A properly built website will instill trust in your visitors. When making a website for your company, make sure there is enough white space to reduce clutter.
Websites that are overly cluttered make for an uncomfortable visit. While you may think you’ll fare better if you use that white space to host ads, you’re better off focusing on one or two of your highest performing advertisers for the sake of clarity.
You want your website to be an enjoyable place for your customers to come and white space makes it easier for the user to focus on the important elements around the text. When you use white space properly, it can increase your conversions by helping important ads and products stand out to your visitor.
2. Responsive Design Versus Mobile Design
Choose the right platform when you’re making a website. If you’re running a blog, then you don’t need to optimize your website and create an entirely new mobile website. On the other hand, a business might need to create a mobile version of the website to make it possible for key features to remain accessible on smartphones and tablets. Mobile devices have different capabilities than computers.
If you run special scripts that won’t work on a mobile device, a responsive design will kill your conversions. Carefully weigh the pros and cons of a mobile versus a responsive design website for your customers, and choose the option the makes the most sense for your business.
3. Typeface and Clarity Matters
Websites that use small text aren’t providing the best user experience for their visitors. While computer monitors are improving, the vast majority of the world is accessing your website using an eye-killing monitor that will cause strain if the reader has to process tiny print. Use a font that is larger than normal, and get to your point quickly.
Aim to keep your paragraphs on your website three sentences or less. If you create PDF documents for downloading, you can change the rules up a bit. Using standard print sizes is fine if it’s a downloadable document that is designed for printing.
Think about how your visitors are going to use your website, and adjust the content to fit that focus. Telling your customers what to do is extremely useful for securing conversions. Don’t just show them where to buy products on your site, use a strong call to action that tells them to “Buy Now!”
4. Update Your Content Regularly
If your website is designed to sell products, then new products that are coming in should be listed on the front page. This gives the reader a reason to come back to your site. If you’re running an informational site then you’ll need new content on a regular basis.
No matter what type of website you run, you need to create active and compelling website experiences. If you’re running a blog, you’ll want to make sure that you’re updating your content enough to make your customers want to come back and see you. Commercial sites need to create compelling product descriptions and additional pages that delve into product reviews, technical facts and reasons why a consumer would want to use the product.
While you’re creating your content, you need to strike a balance between talking condescendingly to your visitors and not giving them enough information. The best way to do this is to immediately convey the message of what’s important on your website the moment it loads up on the visitors computer. After that, you can create a sales funnel that pulls your visitor deeper into your website resulting in your ultimate conversion goal.
If you don’t know what you want your visitors to do when they get to your website, then they won’t know either. Your website acts as the inviting host for your clients and visitors. You wouldn’t ignore a knock on your door at home, so leave out a welcome mat for your customers and let them know what to do.
5. Speed and Security
A two-second delay in website loading speed can result in your site getting abandoned at rates of up to 87 percent. Your current hosting company may not be providing you with the absolute best service. However, you can still host your website with your current host and use a third-party cloud-based server to improve your performance.
Refining your website takes some time and a careful review of how your visitors are getting to your site. Once you know what you want your visitors to accomplish by visiting your site, you can optimize it to improve your conversions. Keep your content fresh, your site fast and educate your visitors and you’ll find your traffic and profits soar.