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Published July 2, 2018

We all know that ‘Customer is King’ when it comes to any business. Your website should reflect this thought and provide a simple, intuitive experience to visitors. If they find it difficult or time-consuming to find information or perform a task on your website, chances are they’ll move on to a competitor’s site. If you don’t want this to happen, try improving user experience on your website. Here’s how:

Know the target audience

You may have heard this strategy tons of times; but have you really implemented it? We say this because your website design will be heavily influenced by the end user demographic. For example, who will be visiting your website? Note their age, gender, location, occupation, etc. What device does your typical audience use? A smartphone, laptop, tablet? What are their needs? What tasks will they be performing on the website?

Put yourself in their shoes and think about what they will do on each page of the website. If you can’t determine what users will do on any page, then they won’t be able to either.

Make navigation easy

Websites that have too much going on may overwhelm the user. No one prefers getting lost looking for what they need on a site. Limit the number of menus you have to five or six, and use descriptive labels in the navigation for clarity.

Add a search box in an easy-to-find location so users can directly source the information or page that they need. Also, remember to check for irrelevant or broken links throughout the site.

Improve your site’s performance

You want users to visit your website again and again. If it is slow to load content, images, videos, etc. then it may frustrate users and discourage them from visiting the website. That’s why you need to identify what elements or media are taking a lot of time to load. You can use tools like ShortPixel or Imagify to compress or optimise images.

If your web hosting server is leading to the slow loading time, change your hosting provider. You may look for accelerator plugins, which work on caching certain sections of your website. WP Super Cache and W3 Total Cache are good options if you are using WordPress. They help users browse pages quickly.

Build credibility

Engaging customers and gaining their trust becomes easy when you share testimonials, reviews and other proof on the site. Instead of posting them all on one ‘Testimonial’ page, share a few on each of your highest traffic pages. This will help in improving user experience too.

Refrain from using stock photography that won’t connect with your target audience. Use your own set of authentic images across the website.

Encourage conversion

Your call to action (CTA) buttons should be attention-grabbing and easy to locate. All your important pages should have a noticeable CTA button.

Contact forms should be short and to the point. Requesting too much information may put off the user from giving any information at all.

When your website is user-friendly, it creates a positive, meaningful experience for visitors. We hope these strategies on improving user experience help you design an engaging site that’s easy to use.

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