When it comes to UX design, it seems as though there is a new rule or trend every year. With such rapid changes, how can you know which strategies will stand the test of time and keep your customer experience positive for years to come? There are some strategies you should keep in your arsenal and implement with nearly every site design.
An optimized site that meets the needs of visitors can make the difference in whether or not they stay on your site. If your content isn’t optimized, about 79 percent of your site visitors will simply leave and find another site that allows them to more easily complete the task. People today have many choices in which sites they visit, so use these eight strategies to make yours the most user-friendly site possible.
1. Mobile Responsiveness Strategies
More and more people are accessing the internet with their smartphones. This means it is more important than ever that your site be mobile responsive. Mobile users are five times more likely to leave your site if it isn’t user friendly, and 96 percent of mobile users say they’ve come across sites that aren’t optimized for mobile. Making sure your site is friendly for both desktop and mobile is important if you want to keep your bounce rates low. This includes making sure images are optimized for different screen sizes.
Son Jaumell is a hotel booking service that is optimized for various screen sizes. Note how its desktop site and mobile site uses the same photo, but it is optimized for mobile and shows as a smaller image. In addition, the layout of the site changes slightly, with the navigation becoming a hamburger menu.
Visual media engages users, and is an important part of your overall UX strategy. 500 million hours of video are viewed on YouTube alone every day, and 45 percent of people watch over an hour’s worth of videos on YouTube and Facebook every week. Most people have faster internet speeds than before or watch videos on their mobile devices. Incorporating videos offers entertainment, is easy to digest and allows for sharing on social media platforms.
Faraday Future makes electric vehicles that have all the bells and whistles — think luxury automobile meets environmentally friendly. Its website features a full-screen video background. You’ll see one of its automobiles driving through streets, turning corners and the camera zooming in for a close-up of various features.
3. Content Strategy
One of the biggest pieces of the picture when it comes to user experience is the content you provide to the consumer. It is important that content has a purpose and clearly defines your goals as a brand. You also need to deliver content on a regular schedule and ensure it is easy to read and is scannable.
Trip Advisor offers content that highlights the best of the best chosen by its editors. You’ll find past and recent articles all follow a basic format. The goal as a site is to offer destination information to travelers, and these articles enhance that information, giving people ideas for their next trip.
4. Target Audiences
Businesses need to truly understand their target audiences in order to relate to them and provide the content and design that will most speak to that group. Knowing your target audience even impacts how you go about promoting your website and where. With millions of small businesses in America, if you want to get an edge over the competition, you’ll need to know the people you wish to sell to.
SpeedPro Imaging uses its knowledge of its target audience to provide an opportunity for business owners to get together. It offers facts and statistics within its invitation to join it for Small Business Saturday. SpeedPro understands that its typical customer is a small-business owner and it provides content and opportunities that speak to that group of consumers.
No matter what else changes in web design, navigation remains. Navigation is a vital component that allows users to orient themselves to your site’s layout and to move around easily. There are some key things you need to keep in mind as you work on your site’s navigation. First, people expect the navigation to be near the top of the page. Second, link the logo to home. Many users click on the logo, expecting it to take them back to the landing page.
Safelite AutoGlass puts its navigation right in the header of its website. It seems to understand that the user wants to figure out how to get someone out to fix their glass as fast as possible, so they make it easy to find that information. Note how the first link on the navigation bar is for its services.
About 94 percent of people decide whether or not they trust a website based on the design. Your website needs to look beautiful. This comes back to design basics, such as balancing positive and negative space. If the site looks like a 10-year-old designed it, then you probably need to put more work into it. While it is important to keep things simple and intuitive, you still need to use professional-looking images and layouts.
7. Contact Information
Make it easy for users to contact you to ask questions, file complaints or even just to see if you’ll respond or not. Approximately 64 percent of people want to see contact information when they land on a company website. The contact information can either be placed in the footer, some elements in the header — such as a phone number or email — or you can create a contact button and a separate page or area that contains all this information.
8. Social Sharing
Make it easy for users to share your content on social media. Emails that include social media icons have a 150 percent higher click-through rate than emails without those buttons. Adding the ability to quickly share a post to Facebook or Twitter is a must in today’s social media-driven world. Not only does it engage your site visitors, but it also introduces their friends and followers to your brand.
Create an Experience
One of the main things designers do is create an experience. As the visitor goes through your site, she should begin to understand the story of who you are as a company and what you do. There are many elements that play into creating this story, including articles, company history, images and even video. In the end, if you keep your focus on creating the best experience possible for your target audience, you can’t go wrong.
It’s not wrong to say that perfection in web design is something that doesn’t really exist. But that doesn’t mean we can’t try and achieve it. Here are some commonly observed “deadly” sins of UI-UX across web world. What are they and how you can you avoid them?