It doesn’t take long for users to decide whether they like a website. In fact, studies have shown it only takes 50 milliseconds for website visitors to rate web pages in terms of their visual appeal. Fifteen seconds is the average time spent on a website, in which interest may be generated and snap decisions taken.

However, marketers are all too often concerned with page views instead of paying attention to bounce rate, which indicates how a site is failing visitors. The key metric to be prized is dwell time, which more accurately shows how people are engaged by your content. With this data in hand, there are various ways of improving your content and site experience.

If you’re looking to improve your operational effectiveness and website user experience, it’s possible with the right IT support at your side. It’s easy to find a local IT company in the London area that can provide quality support and help your website reach peak performance.

What is UX design?

It has become more common in recent years to refer to the user experience (UX), which relates to the human interaction rather than the technical aspects of a solution or product. UX design involves the look, feel and usability that are attractive to users from a marketing perspective.

It aims to improve the accessibility, efficiency and effectiveness for visitors interacting with a website as part of a valuable and rewarding experience. In markets flooded with products, those with the best capabilities and UX naturally win. Better UX design has also been proven to lead to increased conversion rates and revenues.   

7 ways of improving your UX design

Increase your page speed

It isn’t surprising that websites that take a longer time to load cause potential customers to lose interest, contributing towards a higher bounce rate. The BBC found that for every extra second the site takes to load, an extra 10 percent of website visitors are lost. Yahoo found their traffic could be increased by 9 percent when they increased their load time by just 0.4 seconds. There are many ways of monitoring and improving the speed of your website, such as by using free Google tools or services like Woorank. These can show you whether you need to optimise images/formats, avoid redirects, and more.

Make your CTAs appealing

The calls to action (CTAs) you use need to follow the journey of your website and be in the right place between interesting pieces of content. The words and phrases used on your CTA buttons should be engaging, positive and active, encouraging users to take action without being too pushy or striking the wrong tone. The colour and appearance of the buttons can also make a big difference, as Sitepoint found that the change from a green to a red CTA led to a conversion increase of 35 percent. Remember to not overcrowd your pages with CTAs, but make sure there’s always an option available for visitors to take action when they need to. 

Be mobile-friendly

The time has long passed when mobile internet time exceeded that of desktops, and as such, it is essential that the use of mobile responsiveness should never be overlooked. This means making sure your site is optimised for different mobile devices and loading times are reliably fast. Sites that aren’t mobile-friendly loose points with Google, and visitors are five times more likely to leave. It’s also important to ensure your site is seamless across all devices so your customers can recognise your unique look and feel. 

Use white space

White space is essential room that we give ourselves in graphic user interfaces (GUIs) to allow us to digest content without feeling rushed or stressed. It is difficult to take in all the communication in text, images or videos without having a little “breathing space” to think about it. This is why we leave margins, or negative space, around content as a break between the next message, which doesn’t literally need to be white. We only need to look at the Google search page to see how avoiding unnecessary clutter and opting for a comfortable amount of space can work for the world’s most visited website.   

Use clear navigation

The experience of navigation through your website should be clear, logical and easy for users to understand, especially for those new to the website. Navigation headings need to be concise, and there should be no more than seven options, as too many can be confusing. Be wary of complicated design features in navigation that may provide a novelty but could also cause some visitors to lose patience and continue their search elsewhere.

Keep it simple

As a general rule, UX design needs to be kept as simple as possible so visitors can use the website quickly without any extra effort. This applies to various aspects of the site, including search functionality, navigation, checkout flows, add-to-cart processes and registration forms. We all want to build up a database of emails, and two of the easiest ways of doing this is through signup or feedback forms. The most effective method of achieving this is by making the processes as effortless as possible so customers don’t lose interest.

Be consistent

It is important to maintain a level of consistency in the user experience so visitors know they are on your website. This consistency applies to visual elements including fonts, colours, font size, space, button size and other aspects of design. When you’ve developed a unique and recognisable look and feel for your brand, you can share it across all platforms and users will know who they’re dealing with. Any changes can be confusing in UX so remember to apply the same styles across platforms.

We can all appreciate the importance of UX in the products we use daily, as well as the difficulties posed by poor UX. It takes some extra effort to integrate UX into web development processes, but it can make significant improvements to the success of a website.