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Why User Experience is Critical to a Website's Success

Updated: Dec 8, 2023


 

laptop, notebook, and coffee sitting on desk with sunshining and shadows on the desk

Designing a professional and eye-catching website is only a part of getting noticed. But the core of your success lies in how users interact with your website and the journey they take. Understanding the problems different users face while navigating a website is key.


Due to the fast-paced and ever-changing nature of technology, websites can quickly feel outdated. Redesigning your website may be unrealistic due to high costs and time. But there are a few other ways in which you can start to improve your website and the overall user experience.


Speed/Load Time of Websites


Waiting for a website to load can be frustrating for users. If the page takes too long to load, they will end up exiting the page and find somewhere else to go. In an age of accessibility to information, users have become impatient.


According to CrazyEgg, a one second delay in pay load time can cause:

  • 11% few page views

  • 16% decrease in customer satisfaction

  • 7% loss in conversions

  • 47% of consumers expect websites to load in 2 seconds or less

So the quicker the page load time on your website the more conversions you can gain along with keeping visitors from bouncing off your site. Therefore, if you want to keep visitors coming back to your website or even just experience the website for the first time it will be important to make sure that the speed and load time of your site is quick,


White Space on Website


White space or also known as negative space can be key to your website because it makes reading content easier and allows visual design elements to be displayed more prominently. When a website is too busy, it distracts from the content and message the website is trying to get across. The white space between text and images provides a layout that clearly shows the content you want to capture user’s attention.


Effective use of white space allows for:

  1. Better readability

  2. Guides visitors to information that they want to find

  3. Creates less distraction

  4. Increases conversions


web design example of white space use on a website

Eye-Catching Website Content


Content is key to a website, but the information on a website needs to be direct and to the point. Users want to find the information they are looking for quickly. So, fluffy text that has no purpose should be eliminated. Bullet points can be one way in which key pieces of information can be called out in a short amount of time. Calling out features, benefits, etc., can be easy to do with bullet points.


Website Calls-to-Action Buttons


Visual clues that identify important pieces of information help navigate visitors through your site. Ensuring that the content on your site has clearly marked calls-to-action will enable users to easily navigate through your website and find what they are looking for.

call to action buttons for website design

Buttons are a good way to create call-to-actions. Buttons stand out and can have clearly defined messages that create an action for the user to click on them. Using action words that entice users to take action is important on buttons. These callouts should be time-sensitive and action-oriented. Some good action words are Contact Us, Shop Now, Buy Now, Add to Cart. Color can also play a role in whether users will click the button or not, as it can arouse emotions with different types of messaging.


Website Design Consistency


Design is a major part of a good website. If your design is poor, a user may assume that the site is not credible even though the content may be top-notch. Ensuring that everything matches from fonts to colors to heading styles is important.

hair salon website template showing consistent design

Every design element should be coherent to provide users with a consistent experience as they navigate through the website. Users want to know that they are still on the same website and haven't ventured off to another website. Inconsistency in design can confuse users, and they will assume the site is of lower quality than other websites with consistent designs.


Mobile Friendly Website


People are using their phones more than ever to purchase products or search for information. So, making sure your website is mobile-friendly is crucial to capturing all users.

tablet and mobile phone featuring cathleen barnes consulting website

Continually improving the user experience is key to the success of a website. Understanding how users are utilizing your website, what items are popular and problematic, and addressing these areas will be essential to gaining more traffic, increasing conversions, and gaining more leads.

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