User experience (UX), user interface (UI), user behaviour, and user flow are the most important things your website needs for increasing conversions and engagement. A/B testing should be done for the user experience and not to the color of buttons, images, etc. as these tests tend to be a lot less meaningful and have little impact. So how should you test your website’s user experience?
Proper UX time is spent this way:
- 25% research,
- 25% insight
- 25% concept
- 25% design
Yes, design is only 25% of the time spent for UX as the majority of important things happen in other areas.
Understanding your product or service will help you with finding insight to what the actual goal is you want to achieve. An easy example is the ATM and the problem that a lot of people “lose” their credit card while traveling abroad. Here’s a nice article on UX and user behaviour that will guide you through the whole process. The same thought process should be taken over to your website.
Take some time and go through sites at lapa.ninja. It’s a landing page heaven with amazing examples from top notch companies and products. This will help you find more information with each of the points we’ll touch today.
1. Limit the first thing the user sees when your site loads
Start with a nice introduction. Make it short and to the point; don’t start writing lines of text with a long title. Don’t slam the visitor with too much right away and don’t let your copy be too “thick” or sales oriented. Keep it simple and clean. The goal is to answer the first question a user has when he visits your site “Is this the right place for the information i’m looking for”.
Use contrast to make the point of entry of the site stand out and give it some space around the title.
2. Keep content focused and reading in one direction
Instead of having a sidebar with tons of smaller information or banners, try and limit the information to only one or two things and create actions on the page. Use only one column as the reading direction will be only one way (down). That will help with the focus of reading and scanning for key information. It will also help you organise content as you don’t really want tons on info on one page.
3. Hide information that you don’t need to show
This works nicely with for example modal views, popups or slide in menus. You want to create more focus just on that part so it’s a good practice to darken or lighten everything behind it. This will also create a feeling of depth, helping with the focus.
4. Hide unnecessary things like settings, features, less important pages etc.
Clutter is bad and again, mixing more contexts on one page will confuse your viewer. Limit the options to the ones that will help with the goal. If you have a big menu, use a dropdown to hide some of the pages that aren’t that important or put them into the footer.
Create a hierarchy of the information and data on your page from important to less important. You can use size, shape or color to show the hierarchy and make some elements more prominent than others.
5. Let users know there is more content further down
With different sections and different devices, sometimes it can look like you don’t have any content “below the fold”. So it’s a good practice to use an arrow icon or make it visible so you can already see a title or an image that the fold cuts through.
6. Guide your users to the goal
The less choice you give the more control you have for your user to come from page A to page B to page C, which is your goal. The more options you give the more falloff you will have.
If you have more options, make them clear and let them come back to the same path/funnel.
7. Make your user’s choice easier
If you offer three different products or three different packages, remember to suggest which one has either the best benefits, gives more value or saves them more money. Make those benefits stand out more.
These are only basic suggestions to improve your site’s user experience, but if you look at them closely they are really simple but nice improvement. These are all things you could implement on your site today if you took the time to do so – and would instantly improve your UX. Spend your time on research analysis and creating new concepts based on the content or goal you are aiming for and try not to over complicate things.
The best UX/UI solutions are complex in their function but really simple in their execution. You want it to be really intuitive for your user – don’t make them think.