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6 keys to improve the web user experience

by Andrew Hanson

Today, experience is everything on the Internet. Low attention span, overstimulation and the large number of companies make competing in the digital world increasingly difficult.

Therefore, offering a great user experience with our website is essential for any business that wants to sell on the Internet. As experts in user experience design we know this, and for this reason we have compiled the keys that cannot be missing from your website to win in the UX field.

1. Makes it easy to navigate the web

There are millions of options for designing a website, but there is one rule that everyone must follow: have an organized and easy-to-use structure.

One of the easiest ways to improve the user experience is through a simple and easy-to-navigate web design. The objective is that the visitor can navigate through the different sections of your website without problem, finding exactly what they are looking for.

Having an accessible and intuitive menu is the first step. Within this menu, try to limit the number of pages and only use subpages if you see it as strictly necessary.

In the UX user experience, “Less is more”.

We also recommend that you prioritize, categorize and summarize the information correctly, avoiding endless scrolling that makes the user experience boring.

2. Improve loading speed

It is useless to have a very organized and aesthetic site, if nobody sees it. It is estimated that more than half of visitors will leave the page if a website takes more than 3 seconds to fully load.

In the age of immediacy, the loading speed of your website is a key factor in improving the user experience. The loading speed is the time a website takes to load all its content, and it should be approximately 2 seconds.

And how can the loading speed be improved?

Optimize images (there are plugins that do it automatically)
Reduce the use of videos
Use a simple theme for web design
Have a good server

Within your user experience evaluation, checking the loading speed is one of the things that cannot be missing. We recommend using Google PageSpeed Insights and implementing improvements if you see that the time is too high.

3. Ensure correct readability

If users can’t understand what your business is about quickly, your website has a problem. In a user experience analysis, readability is usually one of the weakest points.

If users can’t understand what your business is about quickly, your website has a problem. In a user experience analysis, readability is usually one of the weakest points.

In order to improve the UX of the website and the readability of your texts, you must take into account 3 characteristics:

Color: have a contrast between text and background
Source: use simple fonts and with an adequate size
Formatting: use bullets, bold, and colors

And to improve the understanding of the information on your website, we recommend prioritizing the texts, dividing the content into small blocks and highlighting the CTAs (Call To Action) or internal links.

4. Prioritize a visual and attractive design

Your website is your letter of introduction and it must show the best face of your business in a simple, efficient and attractive way.

The Internet is a space where the visual prevails and this should be the rule for your website. Implementing visual resources on your site is essential to maintain the interest of visitors.

Images, videos, graphics and text divided into blocks are the best option to create an easy-to-read website. No one wants to walk into a website and feel like they’re reading a boring Word document.

As for the design, it is better to opt for simple templates. We recommend using similar design structures on the different pages of your website, to maintain the same visual identity.

5. Verify that your site is adaptive or responsive

It surely does not surprise you to know that visits to websites from mobile are growing enormously every year. We spend more and more time on these small screens and having a site that works well on mobile is one of the pillars to improve the user experience.

That a website has an adaptive or responsive web design for mobile devices is essential, since many users visit our site from their mobile phones, especially if they come from social networks.

Going from a horizontal screen to a smaller vertical one is not an easy task. And although many web templates already have the responsive function built in, we must verify that all the elements are visible on the mobile and work correctly.

6. Do not attack the client

How many times have you abandoned a website because of the number of pop-ups, notifications or pop-up windows that jump on your screen? Without a doubt, these are the great enemies of the user experience and it is advisable to minimize them on your website.

These elements are the first thing a visitor will see when entering your page, and if they feel “attacked” in the first few seconds, they will probably close the window.

Although the use of pop-ups can be beneficial for certain actions, their use must be measured and it is recommended to show it when the user has already spent some time on your website.

Another element to consider to improve the user experience on web pages are cookie warning banners. This is an element that you cannot escape, but that we can integrate into the web in a camouflaged way and without interrupting the readability of the site.

Your online presence, much more than a beautiful website

Creating an online presence for your business is much more than having an attractive website. As you have noticed, it is essential to offer a good user experience on business web pages, to ensure conversions and profitability of the web itself.

Why improve the user experience? In addition to keeping visitors interested and retaining them on your website, a good user experience also ensures:

Better SEO positioning
Increased traffic on your website
higher conversions
Establish your brand image
favors conversion

And although these 6 ideas can help you improve the user experience on your website and increase your conversions, this process does not stop here. There are many other things that can be done: optimize the design for conversion, implement persuasive copywriting, use SEO for search engine positioning or design sales funnels.

At Métrica SEO we are experts in user experience design and we can help you transform your website into a very profitable sales tool for your business.

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