Web design optimisation addresses both website visibility levels on search engines and its ability to provide an excellent visitor/customer experience (UX – User Experience). When checking out a brand, often, it’s the website where people initially look. So, for any business to achieve success online, having a great web design that is search optimised and most importantly, creates a user-friendly experience is essential.
Defining User Intent: First Element Of Web Design Optimisation
Before designing a website, it is crucial to define user intent. What is the user’s goal on your site? When you study this thoroughly, you can go past just getting them to click on your link. Now, your task at hand is to give visitors a navigation experience so breezy, that you end up converting them into paying customers.
You can group your users into three categories:
Informational Users – those looking for more information
Educational Users – those finding specific solutions for a problem
Transactional Users – those ready to make a purchase
Once you’ve grouped the users, follow the web design optimisation steps to provide a user-friendly experience for each group.
Here are some Web Design Optimisation Tips To Create A Positive Customer Experience
1. Declutter To Speed Up Site’s Load Time
Let’s face it, we all want information instantly! Waiting for a page to load is tedious and website visitors will lose patience quickly. A delay of even just one second may cause a potential customer to leave your website. Google recommends a load time that is less than two seconds. To do this, declutter your website.
Reduce the size of your images! Images upload to your website straight from a phone or camera are HUGE, jpeg files are big offenders. Before adding images to your website, resize them for the web – png files are your friends. You can use plugins such as Smush to do this automatically.
Remove any unnecessary plugins. Every time a user visits your website, it has to load all plugins – having too many can slow down your load time.
Choose a quality web host. All web hosts claim that they are the fastest, but it’s best to shop around and do some research. It’s a worthwhile investment when you find what works for you.
2. Map Out The Journey
The navigation from the Homepage to the Thank You page should be a seamless process. Good user experience (UX) design and a well-developed user interface (UI) will take a user from point A to point B in a natural and quick process. Once mapped out, it is important to do testing. Ask friends, family, clients and your website design/development team to test the website.
3. Use An Effective Visual Ranking
The most important features or messages of the website should be the most eye-catching.
Utilise bright colours, bold fonts and large text sizes. These can act as visual cues to emphasise what is important.
When playing around with colours, make sure that they complement each other to make readability easy. It’s difficult to read a dark text over a dark background. Remember, stay on brand for continuity!
Call To Action buttons (e.g. “Add To Cart”, “Subscribe”, “Buy Now”) should be very clear, larger in font size or different in colour than the rest of the content.
Conversion Points (e.g. “Thank you for completing the form”, “Thank you for purchasing”) should be big, bold and above the fold.
4. Include Social Share Buttons
To promote brand awareness, you should allow the sharing of your content on social media platforms. Social share buttons serve as a reminder for users to share the content on social media.
5. Always Have An FAQ page
A well-written Frequently Asked Questions page provides value to your visitors and is an SEO treasure trove. The FAQ page provides them with access to the answer to a burning question that they may have.
6. Utilise White Space Strategically
White Space is also known as Blank Space or Negative Space. These are spaces between text, graphics, multimedia, images, videos and blocks. It is an important design element that helps focus and readability. Without White Space, texts can be hard to read, and images can look cluttered.
7. Use High-Quality Multi-Media
Invest in some eye-catching, pro-quality images and videos. It will be well worth it! Low-resolution photos and blurry videos can come off as amateur and can ruin the chances of gaining a valuable customer. Preferably, use custom images to add a personal and unique touch to your website. However, if you don’t have any, free stock high-resolution images and short videos are available. Some platforms offer high-quality, licensed images, videos, and music for free.
The aesthetics of a website, although extremely essential, should not compromise the holistic experience of the user. The quality of content, placement of elements and complete layout should always work together for users to be able to navigate the website easily. Web design optimisation helps create a user-friendly experience, that ultimately increases conversion.