We’re constantly asked, “what’s the silver bullet to solve my user experience needs?” I wish I had a simple answer. But the truth is, it’s continuously evolving with digital trends, accessibility guidelines, and technological advancements.
User experience (UX) design is a discipline within digital creative that focuses on the user. The goal is to help users solve a problem or take action in a frictionless way.
Good UX design enables streamlined and delightful visits to your site for everyone at every phase of their journey. You might ask:
Rarely do we look at our own sites and think, “this looks bad”.
Instead, we have business problems to solve. That’s why we all have websites in the first place, right? To support and grow our businesses. Your business goals or pain points can reveal a lot about the experiences on your site.
💡 In this post, we’ll uncover how UX design can help your business:
Are you asking:
Regardless of the quality of your user experience, when users visit your site, they’re having an experience.
Meaningful UX increases your chances of convincing that user to take the actions that best serve your business, whether that’s filling out a form or making a purchase.
When an experience is designed properly, users should not have to actively think about the hoops they’re jumping through. Your site should have the common elements used across a majority of digital experiences.
A site’s main navigation bar is typically at the top of the page, rather than in the bottom left corner, and that’s where visitors expect it to be.
You need to understand your target audiences, what makes your users special, and how to create an intuitive UX for them.
💡 Consider this quote from ZURB President, Bryan Zmijewski:
Are the updates made to your site increasing logins, signups, purchases, or whatever it is that are your primary conversions? If not, you may consider investing in either:
A sleek & useful top navigation, a clear core value proposition in the hero, and an automatically toggled-on “Available for Home Try-on” feature immediately streamline products presented to the user with minimal effort.
Are you asking:
Admittedly, these questions can fall into UX and/or CRO territory.
There are tactics that can be used to conduct A/B tests with low traffic to optimize elements of your user experience and nudge your existing visitors lower down the funnel.
Utilizing tools like Hotjar or Audience interviews and polls can provide insight into why conversion metrics are remaining flat or decreasing. This data can lead to an iterative site-wide optimization strategy.
Maybe your site needs additional CTAs that are specific to educational or product/service pages. Maybe you need to rethink your user journeys by cross-linking awareness content with elements that lead users towards conversion to build experience bridges throughout your site. And so on.
Seer’s Creative team recently designed a cohesive UX/UI component library to pair with a blog launch for an ecommerce client.
💡 By scaling components with the same purpose across multiple pages (i.e. using the same product component layout twice on one page) — our client saw:
Leveraging a variety of scalable yet consistent components creates a unified experience and empowers users to interact with content, imagery, and CTAs.
Taking a holistic UX approach, beyond just the element or page level, is key to increasing conversions. Your users have multiple touchpoints with your brand, from clicking on an ad and visiting a landing page, to viewing articles, reading frequently asked questions, or moving through a purchase flow.
Are you asking:
As you invest resources into increasing traffic, ensure that your site is properly optimized across multiple breakpoints to support desktop and mobile experiences.
Your organic landing pages should have minimal interstitials and pop-ups – early-stage users’ natural reactions are to either quickly close a pop-up, or leave altogether.
User experience is not exempt from brand – for example, if you’re an ecommerce shoe company with a playful and bright tone and voice, your UX should reflect that.
Prioritizing an easy-to-access variety of color swatches in your product views not only encourages browsability from a UX perspective, but it also reinforces your brand’s bright personality.
Are you asking:
💡 Marketing Charts shows that 47% of consumers will tell others about a bad web experience they had and are less likely to return to the site. Conversely, quality UX provides an intuitive experience for users and it can delight them.
Updated experience designs can address:
Clearly-labeled quick links above the fold to popular resources allow users to find exactly what they’re looking for in a short amount of time.
Are you asking:
Regardless of whether you’re driving Paid Social and Search campaigns to your site, and your pages are all correctly tagged and tracking, and your content is optimized for organic search – if your experience is outdated or difficult to use, you’ll lose people.
UX elements are the building blocks of your company’s digital presence – optimizations should be made while keeping all layers of the experience in mind to ensure cohesion.
It’s imperative to protect your investments in digital marketing by continuously updating your user experience and interface.
UX can impact your revenue, brand positioning, and retention — it should be given just as much thought, dedication, and time/resource investment as your Paid campaigns, Analytics setup, or SEO.
If you’ve asked yourself one or more of the questions in this post, or need your site to solve a business problem (which every website should!) — Seer Creative can help!
Source: www.seerinteractive.com, originally published on 2022-05-26 16:01:30
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