How to nail the UX on your website


Today we’ll dive into the impact of User Experience (UX) when implementing a slick, trending design to increase user retention.

Why is this important? Well, think about the marketing funnel. We've been providing tips to get potential users to you and your product, but if the UX ain't slick, the customers won't stick!

So, first things first:

What is UX?

You probably already know that UX stands for “user experience”. It is everything that happens to your users when they interact with your business or organisation via your website, application or online comms. It includes everything they see, hear and do, as well as their emotional reactions.

UX involves approaching the design of a website with your target audience firmly in mind. The finished product should be tailored to them and lead to more interactions and a lower bounce rate.

So, how important is it?

To put it simply: massively. UX is important because it tries to fulfil the user’s needs by providing positive experiences that keep them loyal to the product or brand. Additionally, a meaningful UX allows you to define customer journeys on your website or applications that are crucial for transactions.

If you’re not thinking about your user, then why are you creating the website or application? If you want to generate more business, this will depend on decisions made by your target audience, so knowing who will be using the site and designing it to suit their needs will reflect well on your company.

Neglecting UX can result in a sloppy website that people will not come back to, so developing an interaction-rich experience will drive users back to you.

What you can do to get it right

UX design can convert visitors into clients. Here are a few steps you can take to get it right when designing your website:

  • Interview your customers: UX is driven by how your customers use your website, so the best way to start is to reach out to potential customers and interview them. What do they wish to see on your website? What do they consider as great UX? Which websites do they like the most?

  • Watch your competitors: It is important to research what your competitors are doing. Check out their website, see which features work well and which ones can be improved or avoided.

  • Be clear and simple: Make it easy for users to find what they are looking for on your website. The clearer you are the better UX your website will provide.

  • Get feedback: Once you get your website done, go back to those initial customers you interviewed and get their feedback. Listen to what they have to say and work from that to improve the UX even more.

  • Watch someone use your website or product: With no guidance, what do they do? Are there any barriers or misconceptions you didn't spot? Record someone using your website as a test, and then LEARN.

  • Test & Learn. Refresh. Repeat.

If you do everything right there is a long list of benefits from lowering your support costs, to increasing your customer retention and market shares. Now get to work!


* This post was originally published in our newsletter The Communications Workshop. Sign up to get more free tips on communications and marketing here!