Website User Experience can make or break you

You can’t take an “if you build it, they will come” mentality for your site design. Even if your site is stunning, they (whoever “they” may be to you) may come, but will likely exit quickly if you frustrate them and fail to deliver what they want and in a way they want it. Do you want to convert browsers to buyers? Wow your audience. 

Improving user experience (UX) encourages site visitors to transact with you which, in turn, beefs up your bottom line. Tweaking UX is something you absolutely must do and should, in fact, be doing on an ongoing basis. If your competitors are delivering a better user experience than you are, expect to lose customers to them until you shore up your weaknesses. Improving UX is affordable and will be more than paid for by increased profits that will result.

Today we’re going to talk about five ways to improve user experience to better engage your audience…

#1 Mobile, mobile, mobile

Your website must be mobile friendly yet retain all of the functionality of your full-fledged site. There is nothing more annoying than going to a web page on your iPhone and not being able to click menu items that are miniscule because it’s not mobile-optimized. By the same token, it’s also annoying when you’re forced into the “m.whatever.com” mobile version of a site but it doesn’t do what you want and your only other option is a non-mobile friendly full version. Get your site mobile optimized now. 90% of your site viewers are checking you out on a smart phone or tablet, not a desktop or even a laptop.

#2 Streamline your interface

Present your users a simple interface that directs them to a more focused area of the site and so on. If you’re a doctor, an opening page that offers the option to schedule an appointment, find out about your practice, read your blog or contact you are great larger categories that meet most site visitors’ needs. If you sell clothes for all genders and ages, an interface of men’s, women and kids’ garb makes sense.

Don’t try to shove too much at once on them, particularly since you need a simpler interface to be clearly seen on a mobile device (see #1 above – MOBILE!). Once the user clicks a main topic, say kids’ clothing, then offer them boys or girls, etc. This greatly enhances UI.

#3 Encourage reviews and testimonials

Established customers know how great you are – everyone else may be thinking “meh” because you’re an unknown commodity. Make it easier for them to choose you by allowing users and clients to post reviews and testimonials. If you don’t use reviews to help inform your decisions, what are you thinking? Anything with less than four stars on Amazon will not make it to my cart.

Reviews are the embodiment of social proof. If the term is new to you, “social proof” is the psychological phenomenon of acting as others act. If Billy drives off a cliff, would you? Maybe, if Billy was a really cool kid from school. Essentially, if others have had a good experience with your business, it makes potential customers less anxious about trying you out. Put these on your site and watch the magic.

#4 Make It Easy to Transact

Nothing is more frustrating than when you want to buy a product or service from a company and they make it hard for you to close the deal. Making it simple to see what’s available (i.e. what’s in stock or not), add items to their cart and edit the cart, allowing them to buy without establishing a profile or log in and just making it easier all around to pick what they want and buy it. Also, be sure to offer as many payment options as possible.

Increasingly, in addition to offering Visa, AmEx and Mastercard, online merchants now accept PayPal and even Bitcoin. Also, let the items in the cart cache so if the customer doesn’t buy now, they don’t have to re-shop if/when they come back. In short, allow your customers to order and pay you in the fewest possible screens and without throwing up barriers.

#5 Consider a Branded YouTube Channel

Depending on what you make, do or sell, videos can be a great way to inform customers about your products. However, these shouldn’t simply be ads. We fast forward past commercials when we DVR shows for a reason… Instead, think of what your customers and potentials would want. If you sell a product, educate the buyer on how to use it. So if you sell scarves, a video on jaunty ways to tie them would rock. If you offer a service, show how the buyer can get the most out of the service experience.

In this case, a plumber or auto mechanic can show customers how to DIY simpler jobs. They may give it a shot and find out it’s too much to deal with and come see you anyway or do this basic task with the help of your video then come to you for more complex work. It builds interest, trust and a following.

Improved user experience will decrease shopping cart abandonment, increase conversion rates and, ultimately, bottom line profits. Even modest user experience tweaks can drive impressive results. Evaluating and improving your UX is one of the best investments you make in your online presence.