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20th September 2018What is UX and why is it important to your website?

Will - Digital Marketing Manager

By WillDigital Marketing Manager

At the forefront of our design, develop and evolve approach is UX, this is a key criteria for a meaningful and successful user experience. So, what is UX? UX is the acronym for user experience, a concept that is very important in defining an impressive website.

Why is UX important for websites?

A website is your value proposition, it generates your business sales leads, it showcases your brand and it highlights what you offer. A recent study by Forrester found that a superior UX can increase your current conversion rates by 400%. Numbers like that highlight the importance in taking user experience seriously.

What constitutes good UX?

At Studio44, we have an extensive checklist that we follow to ensure that all our websites are developed to be user-friendly and create great user experiences! The key to successful UX starts at the beginning of the process, during the wireframing stage.  Here is a summary of some of our top tips:

  • Keep the website simple, there needs to be a clear user navigation path throughout the website
  • The logo might not tell you exactly what the business does, so landing on the homepage of the website needs to indicate clearly what is the core service/ product offerings
  • All calls to action and links need to be obviously outlined and easy to use
  • The menu needs to be minimalistic with a logical structure and make sense to the user. Every item present on the website needs to be accessible with just one click.
  • The user needs the ability to make contact from any page, at all times
  • Images that supplement the page content instead of confusing the user
  • Conducting usability testing from the offset and before the site goes live to ensure that broken links are eradicated

 

Where do the problems with UX lie?

So, on the flipside, websites that constitute poor UX usually involve the following:

  • Broken links with missing pages
  • Long complicated forms
  • Overly complex website design that confuses users
  • Information overload / no information on what the business offers
  • Navigation that is confusing and difficult to use
  • Non-responsive designs
  • Inconsistent style and layout
  • Poor optimised pages with slow load time

Techniques to improve UX on websites

Wireframes - We approach every website we undertake with the same system, wireframing is paramount. Constructing an accurate blueprint of how website will look and feel, helps you envision the styling and the layout of the website. It helps you outline potential UX pitfalls, necessary functionality requirements and aids a seamless design process.

User Testing – Websites designed to look aesthetically pleasing, is like a supercar without an engine. If the website isn’t functional, it won’t generate any business. We always recommend carrying out user testing to collect feedback on current problems with UX.  If a website is already live, we use heatmaps to outline any ‘pain’ areas. Before launching a website, in-house testing is an effective way of eradicating any problems or ‘bugs’.

Google Analytics – Collected data can help you identify what is working on your website and what needs to be improved. Metrics such as bounce rate and average time spent on a page give a pretty good indication to what is working and what needs to be improved. If your bounce rate is high, this could be due to having a pretty poor UX design!

If you would like to talk more about improving your website UX, or have any questions do not hesitate to get in touch with us!



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