Creating simple, engaging user experiences can help site visitors accomplish tasks and convert more efficiently. Accessible web design is one of the major and often overlooked aspects of building a brand identity. Indeed, UX enhancement should be considered even before designing any aspect of a website has begun and needs to be part of the entire website development process as a whole.According to Krug’s laws of usability, the first law is: don’t make users think. With this in mind, the design of a web page should have a clear and obvious goal and message. Users should be able to understand instantly what they are required to do and the more they spend time considering things, the less likely they are to engage with your brand and purchase from your site.
The Benefits of Having Good UsabilityKnowing where and how to improve website usability can have significant benefits to both your user experience and your brand as a whole. When it comes to having good usability, some of these benefits to your business include:
- Increase in sales and revenue - When your website usability is simple, clear and efficient, users are more likely to convert. If it is made as easy to purchase something in as little time as possible on your site, customers are less likely to think about it and just purchase a product. Conversely, if there are many hurdles in the way of this and it takes an extended period of time for users to buy, they are more likely to click away and you will lose potential business opportunities.
- Increase in customer satisfaction - No matter where they are or what they are doing, people want good service and having great usability is one simple way to offer this. In turn, this will lead to overall customer satisfaction, positive reviews, feedback and, ultimately, present your company in a good light. Customer satisfaction should be a key aspect of your business and having effective usability is a great way to achieve this.
- Better engagement with customers - Through offering a quality experience to your customers in regards to usability, you can gain a better understanding of your audience. Great usability will help you understand your user’s emotions, requirements, requests, and what they want from you across every channel. This means you can provide a better solution to their issues that are in line with their specific demands. Forging this connection with your customers will generate better brand consistency, increase trust levels in your company, and generally improve your ability to convert.
Common Usability MistakesWhen it comes to common UX problems and usability mistakes, there are a number of pitfalls that can immediately affect a customer's perception of your brand and make it harder for them to get what they want from you. Several of these problems that you will need to avoid are:
- Illegibility - Being able to clearly read something is imperative. It is not optional. No matter what style of font or writing you choose to go with, it must be readable on all channels by all people. There is no point putting content on a website if it is unreadable so finding the right balance between design and legibility is paramount.
- Low-Contrast Formats - Similarly to illegibility, combining a light typeface with low contrast can quickly ruin usability as it makes everything incredibly difficult to read due to the alternating shades. Checking how everything looks across all your different platforms in relation to contrasts is key to ensure users understand what they are looking at quickly and easily.
- Unscannable content - If you bombard people with a lot of information in one place it can quickly become overwhelming and difficult to either comprehend or focus. To counteract this, it is wise to have just a few points of focus on each page to make it easier to digest and a less chaotic experience for your consumers. If it feels like you’re overloading them with information, they will quickly click away.
- No search capabilities - One of the first things people look for when they get to a website is a search bar. They may know exactly what they’re looking for and don’t want to spend time navigating to it when they could just search for it directly. By slowing down the whole process of getting someone to convert it means they will be less likely to complete the relevant actions because it isn’t as efficient as they would like. Having search capabilities is key to providing good usability.
5 Usability Tricks To Make Users StickSo you may be asking yourself at this point, just how do I create user experience on my website that engages with my audience, and how can I make my user experience better over time? Well here are 5 usability tricks to help improve your site:
- Readable Content: As mentioned earlier, ensuring everything on your site can be read easily is the most important thing to achieve. If your site has readability issues, then there is a high chance people will get annoyed and leave meaning will lose customers. Having good amounts of white space, proper formatting and using bullet points will help your website be more readable.
- Image Placement: Use quality and relevant images on your site at all times. Choose them with care so that they immediately appeal to your audience and relate to your brand identity and ethos. Also, make sure your images do not look out of the place; when not placed properly they will stick out and be a negative distraction to customers.
- Easy Navigation: Most people now regularly access websites on mobile devices, therefore, ensuring that your users are able to navigate your website easily on all their mobile devices is key to offering high-quality customer experiences. Keep layouts simple and make sure they are all consistent across all your different channels
- CTAs: You need to make any links or calls-to-action easy to identify and simple to follow. By making it easy for customers to click through to the places they want to go and accomplish their tasks easily you will streamline the entire process. If links don’t go anywhere or are broken, it will immediately erode the customer’s trust which is incredibly difficult to win back.
- Long Forms: If you have any sign-up forms, registration forms or newsletter signup features, they need to be short, direct and quick to complete. When they are perceived as being long, unnecessary or require constant repetition, users won’t think twice to abandon their tasks and go elsewhere to complete them.
How Brands Can Integrate Usability Testing Into Their UX Process
Creating a culture of customer-centricity and perfecting digital user experience is increasingly becoming aligned with business success. Usability testing, when done properly, can be an incredibly effective way of improving CX, getting closer to your users, and offering quality content and services across all channels and platforms. UX, customer experience and ROI are intrinsically linked so if your usability is not working optimally, you will definitely see the effects of it further down the line. The brands that are integrating usability testing into their processes are the ones who will be able to separate themselves from the competition.
Author bio: David Pittaway is a creative content writer for a NYC based digital agency, Aumcore helps brands and companies improve and optimize their user experience design to improve conversions across all platforms as well as aid with crafting their marketing strategies and approach to branding.