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The latest trends and insights from our team.
8 June 2021

how to improve your website's user experience.

In one of our blog posts, we spoke about what does user experience actually mean. UX design is about designing for humans first. This human-centred design approach is entirely built around the journey a person (user) takes from first engagement with the company or product to the point at which they end engagement.

Now that we know what user experience means, here are five ways to improve on any website’s UX. After all, when a user visits your website, the type of experience they have has a significant impact on whether they will engage with it, and more importantly convert into a sale or lead.

1. 404s matter

Having a bad error page or broken links that go nowhere affects your Google rank. Simply put, encountering a 404-error page annoys your user, and makes them rethink spending their time on your website (when they probably could go elsewhere for a faster solution).

To check if you have any 404s, you can set up Google Webmaster tools on your website and check crawl errors. Make sure that the 404 page you create gives a user the option to go back or do a different section of your website.

2. Keep your messaging clear and consistent
The digital age has broken down the barriers between brands and consumers. But with bad content, brands often put that barrier right back up – through bad white papers, boring talking head videos, and jargon that just doesn’t make any sense.

Every time you tell a story, you’re competing for attention with the millions of other stories buzzing in your audience’s pocket. So don’t make your content feel like a chore – let it stand out on the timeline.

3. Make use of funnel analysis
In short, funnel analysis is visualising the flow and behaviour of visitors across your web pages or events. A ‘website funnel’ gets its name because, much like a physical funnel, it narrows toward the end – so the volume of visitors at the top is larger than the volume of visitors at the bottom.

What funnel analysis allows you to examine is where the highest percentage of drop-offs are happening and will enable you to find the issues and fix them. Funnels are not only useful for finding problems that need fixing: they can also help you spot successes you can double down on, for example, by revealing where your high-converting traffic comes from.

4. Every second counts
Speed has a direct impact on user experience. Speed plays a vital role in any digital initiative’s success and, it is more pronounced on e-commerce and other transactional sites. A recent Deloitte study showed that a mere 0.1 sec decrease in load time could influence every step of the user journey, ultimately increasing conversion rates.

Before you spend time and resources crafting content and promoting it across digital – make sure that your website, your digital brand anchor, is as fast as possible.

5. Use white space to your advantage
According to Crazy Egg, white space around text and titles increases user attention by 20%. When white space is used correctly, it can make your website feel easy to understand, open, contemporary – and if your messaging is consistent, white space can help you better connect with your audience.

As with everything, there is always a downside; too much white space may be replacing valuable information. But if you find the balance between your CTAs and messaging, your content will be easy to digest, resulting in higher conversions.
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