Today no marketing manager is satisfied with his website. There is still scope for improvement if the sticking point is usability or conversions. I still say to the audience when I’m talking at a meeting, “Come forward if you’re pleased with how your site converts.” And nobody has ever moved a muscle.
Every day digital capabilities get better. It’s no surprise marketers settle for a site that’s just OK, no more to engage with. They can not have the resources to carry out successful experiments and make informed impactful improvements.
Yet with the short attention span that comes with this rise in technology, seeking such approaches can be difficult. The attention span of my three-year-old little brother is virtually non-existent: he jumps from one thing to the next. We ‘re all acting like three-year-olds, with everything on mobile. Conversion levels have gone down no wonder. It requires a new approach to delivering a good user experience that will keep users hooked.
Enhance Your Usability
Some of the usability factors that my team is testing is the “thumb zone.” Several business show tools where a thumb can be hit on your mobile site. Sometimes when holding a phone your calls to action or engagement points are beyond the reach of a user’s thumb. For eg, if your call to action is in the top right corner, that is not an easy place to access. Users know that these details are customized in your site.
If a user has three apps and four tabs open on their phone and toggles back and forth between them, they may decide not to complete their purchase on your site if their experience does not meet their expectations. Eye track III research find that not only do things above the fold get the most attention, but people’s eyes are directed to the top left corner of a page before going right. That means you should be clear and enticing about the items in the upper left corner of your site.
These small details can have a big effect on UX — influencing conversion rates. For example, the speed at the site can make or break a digital experience. How fast is it loading your page? How quick are the users able to switch between pages? Does ASAP open a new window when they click on something? Use a single-page application? How do you keep users to a fluid process? My team is using the phrase “slower equals lower” to warn us that hat slower speeds lower our conversion rates.
Optimize Your Content and Organization
The usability factor is the ease of navigation. The harder it is for users to learn the web easily, the more likely they will be to switch. Of example, if a B2B customer is in a testing process and he’s arriving on your site, he will be able to locate important facts on your webpage about your organization. He shouldn’t have to dig through your website to find out what the mission of your business is.
UX Booth notes that people are most likely to make emotion-based choices, and then give a justification to the decision. Incorporate this information into your landing pages; strive for the design of your site to evoke an emotional response. Ultimately, don’t forget that it’s not about the details you ‘re providing; it’s the way you ‘re delivering it. Focus on your visual Hierarchy and content.
We ‘re huge supporters of MarketingExperiments and its marketing at my business. Consumers are not getting acquainted with blogs. They communicate with people subconsciously. When you do not deliver content in the order in which a user normally consumes the information, then it will throw it off. Tell the Three W’s to the web visitors: Why am I here? When would I do? Why should I do so? A number of small pieces make it an ideal site for its users.
Here are a few moves to get you started on the road to creating a better UX:
1. Identify What’s Working with Your Users
Examine what your customers want, and what parts of your website are not appealing. You can use a variety of tools on the market to leverage heat maps, user polling and user videos to show you how users engage with your site. Hotjar is the internal choice and the foundation on which our testing strategies are conceived. Through evaluating this information the customers will tell you what aspects of the platform are performing for them with their acts. In a rebuild in the middle of? The use of tools like EyeQuant allows you to see how visitors will respond to your designs before they go live.
2. Streamline the check-out
When you work in the eCommerce world, particularly over the holidays, you don’t want the purchase process to be lengthy. Do your customers maintain momentum for the user as they reach the funnel to checkout? How transparent do you want users to know on shipping costs, taxes and other facts before they start the checkout process? Should not be disappointed if consumers leave their carts if the process takes too long.
3. Incorporate Videos
For most people, reading takes more time and effort than listening to something or watching it. People are distracted, so they have limited attention spans, as discussed earlier. Taking note of users who want to get interested and on the go with the apps. Give them something brief and quick to watch, rather than letting them scroll down and read during their morning commutes. Nevertheless, according to Wyzowl, 81 percent of customers favour plain text to videos with product information.
The platform needs an outstanding UX, with users always on the move and willing to access more content online than ever before. Usability and high-quality content are big drivers for a great UX but don’t forget to take minor steps such as the purchase process and video offering. Application of all these factors will keep customers coming back for more.