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The user experience features and strategies on your website will be the difference between having a successful website and one that is not successful.

After all, you can have loads of people visiting your website, but if the experience frustrates visitors, they can’t find what they are looking for, or they don’t know how to do something, they will leave. Not only that, but they will probably end up at one of your competitor’s websites.

Here are five crucial user experience elements that will optimise your website.

1.Make Sure Your Website Loads Fast

Speed optimisation is essential on all websites. This is because modern websites have lots of code and many different elements, all of which, when not optimised, can take longer than necessary to load.

It’s also important to remember when it comes to website speed that visitors to your website have very low tolerance levels for slow-loading websites. Most will only wait two or three seconds before leaving, so ensuring your website loads fast is essential.

2.Remove All Clutter from Your Pages

White space is okay on the pages of your website.

Really, white space is okay. Just because there is space, it doesn’t mean you have to fill it with something. In fact, filling up your pages with content can have a detrimental effect. This is because cluttered website pages can be confusing and/or overwhelming to visitors.

Therefore, take the following steps:

  • If a content element is only on the page to fill up space, remove it
  • Analyse all the elements on the page to find out if they are really useful and remove any that are not
  • Review the layout of your website pages to ensure content elements are not too closely squashed together

3.Take Advantage of Website Design Conventions

Having a unique website that represents your business and brand is important, but you can achieve this while staying within commonly recognised website design conventions. In fact, website design conventions will improve user experience as your visitors will know how your website works as well as how to find what they are looking for.

Here are some examples of website conventions that you should stick to:

  • Place your main navigation menu at the top of the page
  • One of the options in the navigation menu should be for your Contact page
  • The rest of the main navigation menu should only include important pages and sections
  • Your contact telephone number should be at the top of the page
  • The layout of your page should include the logo in the top left corner
  • Social media icons and links to your social channels should be in the footer
  • Links to all main pages, including things like your privacy policy, should be in the footer

4.Make it Easy for Visitors to Achieve their Objective

This tip is about ensuring you design your website with visitors in mind. For example, instead of talking about your business (how long you’ve been in operation, how many staff you have, the equipment you have invested in, the number of offices/branches you have), your website should facilitate visitors in achieving their objective.

Examples of these objectives include:

  • Buying a product
  • Finding out more information
  • Sending you a request for information or quote
  • Getting your telephone number so they can call you
  • Finding the location of your business

5.Make Text Easy to Read and Use

The text on your website is crucial to user experience. Here are the most important things to remember:

  • Ensure the text is informative and tells the user what they need to know, i.e. don’t leave them guessing
  • Make the text easy to read/skim read
  • Use an easy to read font and text colour, considering both desktop and mobile users when making this selection
  • Make sure links in text clearly stand out from standard text so visitors can see where they have to click
  • Include HTML header tags

The Approach to Optimising Websites for User Experience

User experience should be incorporated into website design services. Experienced, professional web developers will understand the importance of user experience, but not everyone out there offering web design services does. Therefore, it’s important you choose a developer who prioritises user experience.