No marketing manager is today satisfied with his website. Whether the blocking point is usability or conversions, there is always room for improvement. When I present a lecture, I always say to the crowd: "Raise your hand if you are happy with the conversion of your site." And no one ever raises their hand.
Digital capabilities are getting faster every day. With more commitments, it's not surprising that marketers are opting for a completely acceptable site. They may not have the means to perform effective tests and make impactful and informed changes.
But finding these solutions may be difficult given the limited amount of time that this advanced technology is paying attention to. The attention span of my three-year-old child is virtually nonexistent: he jumps from one thing to another. With everything on the mobile, we are all like three year olds. No wonder the conversion rates have gone down. A new approach is to offer a user experience that will remain hooked to users.
Improve your usability
One of the friendliness factors that my team values is the "thumb zone". Several tools available on the market indicate where a thumb can access your mobile site. Sometimes your calls to actions or engagement points are out of the reach of a user's thumb while holding a phone. If your call to action is in the upper right corner, for example, it's not an easy area to reach. Users notice that your site is sensitive to these details.
If a user has three apps and four tabs open on their phone and is switching between them, they may decide not to make a purchase on your site if your experience does not match their expectations. Studies conducted by Eyetrack III have shown that not only are the elements above the fold attracting the most attention, but that people's eyes are drawn to the upper left corner of the page before to be placed on the right. This means that the elements in the upper left corner of your site must be clear and attractive.
These small details can have a big effect on on UX which affects the conversion rates. The speed of the site, for example, can make or break a digital experiment . What is the loading speed of your page? How fast can users navigate between pages? When they click on something, does a new tab load as soon as possible? Do you use a single page application? How do you maintain a fluid process for users? My team uses the phrase "slower equals lower" to remind us that lower speeds reduce our conversion rates.
Optimize Your Content and Organization
Another element of usability is the ease of navigation. The easier it is for users to quickly master your site, the more likely they are to convert. If a B2B user, for example, is in the search phase and lands on your site, he should be able to find key information about your organization on your home page. He should not have to search your site to find out what is the mission of your company.
UX Booth reports that people are more likely to make decisions based on emotion and to attribute a reason for this decision after the fact. Integrate this knowledge into your landing pages. aim to elicit an emotional response with your site design. Finally, do not forget that it's not just the information you present; that's how you present it. Focus on your content and the visual hierarchy.
In my company, we are big supporters of MarketingExperiments and its messages. Users do not interact with websites. Unconsciously, they engage with people. If you do not present the content in the order in which a user would naturally absorb this information, it may be annoying. Introduce visitors to your site with the following three points: Why am I here? What should I do? Why should I do it? A variety of small pieces go into creating an ideal site for its users.
Here are some additional steps to help you create an excellent UX:
1. Identify what works with your users
Examine what your users like and what aspects of your site are not appealing. A variety of tools on the market can be used to exploit heat maps, user surveys and user videos to show you how users interact with your site. Hotjar is the internal favorite and the cornerstone on which my team formulates our test strategies. The analysis of this information allows your users to tell you, with their actions, which parts of your site are working for them. In the middle of a redesign? Tools like EyeQuant let you see how visitors will react to your designs before releasing them.
2. Streamline your payment process
If you operate in the world of e-commerce especially during the holidays, you do not want the buying process to be long. Do your customers maintain the momentum of users when they enter your payment funnel? How transparent are you with the shipping costs, taxes, and other information that users want to know before starting the payment process? If your process takes too much time, do not be surprised if consumers abandon their baskets.
3. Incorporate videos
For most people, it takes more time and effort to read than to listen or watch something. People are busy and, as noted earlier, have a limited attention span. Take advantage of users who want to visit sites while on the go. Give them something short and enjoyable to watch instead of making them scroll and read during their daily travels. In fact, according to Wyzowl, 79% of consumers prefer videos containing product information to plain text.
With consumers on the move and able to access more content online than ever before, your site needs an awesome UX . The usability and quality of the content are essential factors for a good UX, but do not forget the small steps such as the ordering process and the broadcast of videos. Implementing all of these factors will encourage customers to come back longer.
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