4 tips to optimise your UX
UX, for user experience, is a website’s design combined with its ease to navigate on. By improving your website’s UX, you improve the whole sales process for your visitors. Generate more leads with these 4 ideas!
As a consumer, think about all those times you didn’t like a website you visited. You could have become a customer there, but you needed 5 clicks to reach that info you were looking for, the prices were hard to find, some unspoken rules of online design weren’t respected and so the website felt sort of suspicious… And you left. It’s the same for your prospects. UX will help you turn a visitor into a lead.
So I thought of 4 ways to improve your UX to generate more leads.
Studying the personas
In marketing you define your target; in UX the personas. When you’re creating your website, landing page or application you should consider the following:
- What’s my target audience?
- What do they want?
- What is their likely journey on my website?
- Are you consistent? Clear?
- Can your target easily understand what it is you do?
- Can they see your prices?
- Is there information that could be missing? A FAQ?
Studying the personas is a key element to consider before putting in place your website. If you feel like you can’t see it from an outside perspective, you can try it out on a competitor’s website or a similar one: What’s your journey on it? What is missing that made it a not fully satisfying experience? Often details will matter more than you’d think – colour, a misplaced button, a typo… Web visitors won’t take the time to think too much. Either your website is nicely done, or there are imperfections and they will find a better website somewhere else.
A minimal design
It can have a very positive effect on your visitors – especially in B2B. It generally gives out a serious image and inspires trust. In addition, it won’t lose your visitor because of too many information, images or call-to-actions.
If your product is a complicated web solution, there’s always a temptation to explain it all in details – which you should do. But the main info combined with design and clarity will often be enough to interest your visitor and turn it into a lead. You can, for example, have a short summary of what you do and then leave the details below after a scroll. The point is that your visitor should understand what you do within seconds.
It’s very common to use A/B testing when trying to improve your UX. You can offer two versions of your website while only changing one element (like the font of your form for example) while tracking the results. That way you can find out which worked best and keep improving with new tests. The more you improve, the more leads you’ll get!
Eye tracking is a marketing technique that analyses the eyes movements. Why does it matter? Because that will tell you which of your designs are easy to see and it will tell you the “customer journey” on your web page: how many looks at this picture, in which order did they see the different pieces of information, how long did they stay on this block of text… Eye tracking solutions like Motjar keep appearing and getting better and better. You should consider trying!
PS: don’t forget to optimise your UX for SEO! That’s how you truly optimise your ROI.
What do you think? Do you agree with these techniques? Did you test them and what was the result? Don’t hesitate to comment and give me feedback!