Online marketing is constantly evolving, responding to advances in technology and changing consumer demands, and the humble website is no exception.
The traditional brochure website, with a home, about us and product page might have once seemed enough, but nowadays it takes more sophisticated website design to capture and hold consumers’ attention.
What’s all the fuss about user experience (UX)?
Designing with UX in mind means creating a website experience that is seamless, engaging, pleasurable and delivers what the visitor wants. It involves creating a journey that your website design takes visitors on, rather than it just being a portal of information about what your business does.
UX design considers how people interact with websites, and what gets them excited. It uses insights from cognitive science to create experiences that hold visitors’ attention and create a lasting impression. Google’s daily doodles are a great example of a simple piece of UX design that enhances visitors’ experience of the site.
Why is it important?
It’s estimated that marketers have just a few seconds to grab somebody’s attention online and hold on to it. Consumers want website design that provides an engaging experience, and gives them what they want quickly.
As more and more websites take UX into consideration, those who don’t get on board will find it harder to stand out from the crowd.
The principles of a good UX
The goal of good UX in website design is to enable visitors to your site find out what they need in a seamless and engaging way.
When you’re working out how to approach your website UX, think carefully about how you would like people to feel when they are on your site. If you are a law firm, you might want them to feel reassured that they are in safe hands. If you sell holidays, you might want them to feel excited and inspired by the prospect of a once-in-a-lifetime experience.
What do your website visitors want?
To design really great UX, you need to have a thorough understanding of your customers. What motivates them? What ambitions do they want to fulfil, or problems do they want to solve? What do they love doing, and what annoys them?
Having this level of insight into who your customers are means that you can design an experience that delivers just what they want. It’s no good having sophisticated website design for the sake of it, and no amount of great design can compensate for not meeting your customers’ needs.
Your website as a customer journey
Consider what visitors will want to do on your site, and what information will help them. What do they need at different points in their journey, and when is it appropriate to offer a call to action (such as contact us, or book an appointment)?
A travel agent might want to take their website visitors to an interactive destination guide, then to local tips on great places to eat, and then to a call to action to find out more about exclusive accommodation options. Their website design should aim to build excitement and anticipation as the user is taken through the site.
A bank website, on the other hand, might be designed to help customers get to their account details as quickly and simply as possible, because that’s all visitors want from the site. The bank might offer loans, but again, finding out about what’s available should be simple and involve minimal fuss. When dealing with finance, consumers want clarity, simplicity and succinct information.
Our very own YUMYUM homepage is designed to take visitors on a simple journey. Straight away we spell out the challenges we know lots of our clients face. We then show how we can help solve those challenges, and finally, we describe the impact our support has on our clients’ businesses.
Speak to us today about how we our website design team can help you craft a great user experience.