5 essential UX tips for your website

“A picture is worth a thousand words. An interface is worth a thousand pictures.”
Ben Shneiderman, ‘Eight Golden Rules of Interface Design’

User experience ( UX ) is how a user feels when visiting your site. By taking into account multiple visual and workflow aspects, a great UX is achieved by meeting the exact needs the visitor has, as simply and efficiently as possible. You only have one chance to make a good first impression, so here are 5 UX strategies to make your site user-friendlier:

Homepage vs. landing page

People landing on your homepage likely typed in your name or web address. In other words, they already know who you are. People who don’t know you found something online that linked back to your site. Don’t focus on the first type of visitor; you need to mind users coming in from links on other sites, social media or newsletters.
To convert interested visitors into regular users, it’s important that your site clearly conveys what it is about and why they should stay, regardless of where they land.

Here are some examples of secondary landing pages:

  • Product or service pages
  • Contact form pages
  • Blog posts

No need for a compass

Navigation is crucial to the UX, but you need to remember it’s just a means to an end. The key behind a good navbar is to provide a simple and predictable access point for visitors to quickly find what they’re after.

Some questions to determine whether your website has a good navigation:

  • What are the terms or phrases users are looking for?
  • Which are the most important categories for the majority of users?
  • How do I best structure the content?
  • What’s the most appropriate design for the navigation?

Navigational aid

UX Breadcrumbs by locationLocation-based breadcrumbs are often used when a website has two or more levels of depth

When websites have many pages, breadcrumbs enhance the experience by helping users find their way around. Acting as a secondary navigation, they improve the findability within your site. Additionally they provide a great source of contextual information for pages that happen to be secondary landing pages.

Some types of breadcrumbs include

UX Breadcrumbs by locationAttribute-based breadcrumbs are often used in e-commerce websites
  • Location-based to highlight the visitor’s current position within the site’s hierarchy.
  • Attribute-based to display the selected characteristics of a particular page.
  • Path-based to detail the steps that led the visitor to the current page.

“F” does not mean fail

UX Responsive designVisitors skim and scan text quickly to find the information they are after.

Visitors read their screens in what’s known as an “F pattern”. They focus mainly on the top, upper left corner and left side of the screen. Anything outside this area is normally just glanced upon. With users making lightning fast decisions about whether a page is worth their time, the key is to place relevant elements within this zone.

Elements that should be part of the F pattern include

  • Branding
  • Navigation
  • Breadcrumbs
  • Calls to action

Custom look and feel

UX F patternVisitors on the go may require a different experience

People interact with websites differently on smart devices than they do on desktops and laptops. A responsive design provides an optimised digital experience seemingly tailored to the visitor’s device. Increase your chances of conversion by putting the right content in your visitor’s hand (literally!).

Some elements that should be the focus of a responsive design include

  • Ensuring a usable experience across devices
  • Highlighting the key content for mobile visitors
  • Considering loading speed and performance

Tools like analytics or customer jouney maps can help you figure out if you’re on the right track. If you’re already ticking all the boxes, well done! If, on the other hand, you’d like to take a deeper dive into the UX world, whether for a new or your existing site, let us know! We’ll gladly give you a hand.

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Written by

Analytical by nature, Mora is always on the lookout for new tech trends and releases. Bridging the gap between IT and businesses is how this avid reader enjoys the best of both worlds. Her curiosity and dedication have earned her the EmpireOne's Business Systems Analyst role.