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User experience (UX) can have a dramatic impact on how your visitors and customers respond and relate to your website.\u00a0 And remember that your competition is always just a click away so (within reason) you need to do everything you can to maximise the effectiveness and the ‘stickiness’ of your website.<\/p>\n
Let’s quickly run through some ways you can achieve this:<\/p>\n
First of all, you want your website to load quickly.\u00a0 Slow websites aren’t acceptable in this day and age, and frankly your visitors won’t accept it either. Plus it has the negative impact of lowering your search ranking as Google actively penalises slow sites.\u00a0 So simply put, make sure you have all your technical ducks in a row so that your site loads fast rewards your visitors and rewards you more site traffic and more sales.<\/p>\n
Mobile never used to be a consideration when developing a website, but those days are long gone.\u00a0 Now, mobile is dominant, especially when dealing with consumer markets, and making sure your site is fully responsive (automatically optimised whatever the size of screen) is absolutely vital.<\/p>\n
Is your site logically organised and easy to navigate?\u00a0 This is vital for both the search engines and for visitors.\u00a0 A confusing website, or a website that requires a lot of clicks to get to the required destination, will put people off.<\/p>\n
Now, some people say you should keep text short and to the point.\u00a0 Whereas commonly mentioned advice by sales copywriters is “The more you tell the more you sell”.<\/p>\n
Sound contradictory?<\/p>\n
Well, the easiest way to put across all the information that’s relevant to your visitor, without overloading them, is to logically structure your site, and your pages, and make your pages easy to scan and for people to find what’s relevant to them.<\/p>\n
Think of Amazon – its product pages certainly aren’t small!\u00a0 But you can always find the information you’re looking for, right?<\/p>\n
Visitors to your site will have questions.\u00a0 So the quicker and more thoroughly you can answer those questions the more likely those visitors will be to order from you.<\/p>\n
Product specific answers should be included directly on the product page if possible.\u00a0 And perhaps your site can have an FAQ section for more general questions.<\/p>\n
And of course, be easy to contact.\u00a0 By email, by phone, and even offer instant chat perhaps.\u00a0 When someone is on your site, chances are they’re interested in buying, so overcome any objections they may have to buying there and then by answering their questions quickly.<\/p>\n
The easier you make buying, the more you lower resistance to the visitor making a purchase at that moment.\u00a0 So how can you minimise that resistance? Well, make it easy for people to check out.\u00a0 Complicated forms, asking for unnecessary information, making prices confusing… it all makes it less likely people will order from you right now.<\/p>\n
And a big sticking point often is shipping.\u00a0 People want to know not only how much the product is but how much it will cost to get to them.\u00a0 Make shipping transparent, or even better, if you can offer free shipping, make a big deal out of it.<\/p>\n
So these proven tactics can have a very positive impact on how visitors experience your site, and by extension how many visitors become customers.<\/p>\n
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