What constitutes a good website? The obvious answer is one that is aesthetically pleasing with clean code. However, a more important consideration for your website is your users’ experience. Obviously, we are all in favor of bad-ass design — one that is both unique and eye-catching — but an effective website design is always one built with user experience in mind.
What is UX?
User experience, or UX, is how a person feels and reacts to your website, application, or any other form of device and human interaction.
Why is UX important for web design?
UX makes the difference between a well-designed site and one that produces conversions. A good UX means the user quickly received the information they were seeking because the site was easily navigable. Additionally, the user wasn’t distracted by conflicting calls-to-action or busying buttons.
As always, start with your buyer persona
The first step to a good UX is to consider why your customers are visiting your site. This should be common sense. Businesses today are customer focused; our websites should be, too!
Even so, the most experienced web designers may not understand the importance of your site doing real work for your business. The goal here is to make a site your designer can be proud of that is still something your customers will find useful.
You can more easily understand your users’ intentions after you create your buyer persona. How are they seeking information? Are they looking to make a purchase? Whatever their objective, your first step is to provide it as quickly as possible.
What can help your UX?
There are five, key components to UX for you to consider.
- Usability: Level of “easiness” to use your site. This includes being able to find information, how the site handles errors, and how likely the user is to convert.
- Visual Design: Everything from color pallet to font size impacts user interaction.
- Interaction Design: How the user interacts with your site, including the actions they can take and how long the website takes to respond.
- Information Architecture: The structural makeup of the information hierarchy of your site. Your site should always be easily navigable, no matter the device of the user.
- Prototyping: A mockup of your site that allows you to include all key components of UX.
Test Your Interface
Conduct several series of A/B testing between different user interfaces. A slight color change or a single word can make a significant difference. Consider the Google Optimize tool to help. Through the platform, you can easily split your traffic into two groups and display two versions of your site. After your sample reaches a statistically significant size, you are able to determine which site is more effective than the other.
For more information on the importance of a good UX, or to speak with one of our website designers, call the team at Concept Marketing. We can help you determine your buyer persona and design a new website for your business, with user experience in mind.