Websites normally reach a wider audience than a physical store and allow you to promote services and products 24 hours a day, 7 days a week. This powerful sales tool should be the core of your digital marketing strategy, which is why it should always offer a good user experience to your customers.

What is a good user experience?

From the customer’s perspective, a good user experience is a website that allows them to:

• Easily navigate through the pages,
• Understand quickly the services offered by a company,
• Obtain useful information,
• Buy here and now.

From your point of view, a good user experience allows you to benefit from customers who:

• Spend a lot of time on your pages (Optimizing your SEO),
• Buys your products and services faster than in a store,
• Share the benefits of your business with their friends and family (building customer loyalty)
• Returns to your website more than once (increasing your digital traffic)
• Reinforces your notoriety,
• Makes your sales figures more profitable.

8 steps to improve your user experience

1. The use of white space

Providing a clean and clear design to your customers is essential to a good user experience. No one wants to squint their eyes to read between the lines of different paragraphs or to figure out which visual feature (image, video, illustration) goes with which text.

White spacing is used to enable user to read your content and scroll over your pages without any difficulty. Each feature should be properly balanced with the website structure and surrounded by white spaces. This makes navigating and reading smoother, clearer and easier for users and greatly improves the user experience of a website.

White spacings can also give to your website a fresh, modern, and open-minded effect. However, it should never be overuse; otherwise, people may forget some parts of content at the bottom or corner of a page.

2. Website Performance

One of the most frustrating experiences for anyone browsing a website is slow speed pages. With the fast evolution of mobile devices, people can easily access from their cell phones multiple digital platforms from anywhere in the world. If your website performance is poor or bad, users will not hesitate to leave your site and choose one of your competitors with optimized website performance.

3. Attractive and engaging calls to action!

Your customers are already used to following visual markers to determine what content is important to them. Calls to action (CTAs) makes it easier for users to navigate your site and get exactly what they want where they were expecting to find it. To have a better impact on users, CTAs should always include verb or action word.

4. Hyperlinks

Hyperlinks throughout your content is beneficial to both your digital traffic and user experience. Because people like to access additional information with a single click, they are great tool to encourage users to navigate from one page to another within your website. This is a double win for you!

Never forget to verify that all hyperlinks are clickable and lead to the right page. Make sure that the links are also easily identifiable with visual markers, such as underlined words or different use of colour.

5. The quality of your images and other visual elements

Many Internet users are quick to judge a website by the quality of its images. If your website has images that turn out to be of poor quality (cell phone photos, for example), some may question your company’s professionalism, which would not only hurt your user experience, but also your credibility. Even worse: if your images do not respect the rights granted by the Copyright Act, your company’s reputation could be at stake.

Always make sure your images are of the highest quality and be original! Creativity is the key in marketing!

6. Strategically written headings and subheadings

Your headings and content should aim on what your potential customers are looking for, and make the browsing of your website easier for them.

Headings and subheadings generally have a bigger impact on search engines than content. Writing a relevant and useful title greatly improves the chances that users will find your website. Including keywords in your headings and subheadings is crucial to communicating the right message and attracting the right audience.

7. Bullet Points

Long paragraphs can make your website to difficult to read. That’s why using bullet points is a strategic way to say a lot by using little space. Whether it’s a price list, business benefits, or providing services, bullet points help increasing the user experience by improving the content structure. Users can thus find easily the information they are looking for without any effort.

8. A website for all devices

Since the rise of technologies and cell phones, many users have been doing everything from their phone or tablet: calls, text messages, entertainment, searches, etc. Therefore, it is imperative that your website be responsive to all devices on the market (i.e., for computers, tablets, and cell phones).

By following these eight steps, you will inevitably improve your website’s user experience. This will increase your chances of selling more products and services, attracting a larger audience, and developing the business you’ve always dreamed of!

As a specialized digital marketing agency, Propagam is proud to offer personalized services to any business to improve the user experience of their website. For more information, contact us.