Business owners, Chief Executives, Presidents, and Principals have a job that outweighs all others in respect to their day-to-day grind. What is the unknown job that adds to their already overloaded daily work? They all have to ensure that their website users to have a positive user experience. They all need their company’s website to perform at the highest level of efficiency and quality so its users gain an elevated sense of acceptance and comfort. A good user experience meets the exact needs of the user.
User experience (UX) is the level of satisfaction your website provides to its users. A good user experience could mean successful product placement, visual design layouts, interactivity, branded color palettes, responsiveness on mobile devices, and even the relevant imagery on the website itself. If website users have a good experience, they’re more likely to purchase products or use services because they see your online presence is of high quality and is designed with them in mind.
A good user experience also includes a website’s information being found easily. If a user is unable to find your website, that makes its UX nearly useless because the information cannot be located by search engines or by people using those search engines. This is, in part, where website Search Engine Optimization (SEO) is highly beneficial. Good SEO tells both users and search engines as much as possible about the website. and will provide more user-oriented search engine results for Google and Bing users.
Good typography is very legible, suited to its medium, and is appropriate for the content. It crucial for the enhancement of its medium. For example, a healthcare website or application shouldn’t use Comic Sans as its base typeface. Healthcare is a serious thing while Comic Sans is playful, kitschy, and childlike - as its typographer designed it to be. Google doesn’t use Papyrus for the Google Docs website or applications because it doesn’t suit the medium, isn’t clearly legible, and doesn’t correlate its value. These typefaces simply aren’t the staple of good design, regardless of what you’ve seen. Unless you’re building a project that’s directly influenced or enhanced by these typefaces, steer clear of them.
Aesthetics of a website are key in the immediate positive (or negative) perception of its users. Aesthetics immediately tell users whether they need to stay on the newly opened page or embark for greener pastures. If users leave a website as soon as the page loads, it’s called a bounce. If you have Google Analytics installed on your website you can view your bounce rate shown as a percentage of users who stayed on the website versus users who left immediately. If this percentage gets high enough, you could see your website sales lowering, office calls ceasing, or form submissions slowly diminish. People are leaving your website because they might not have found the information they wanted right away, or the aesthetic appeal of your website has become outdated or irrelevant. In short, users could be having a not-so-good user experience.
Content is the reason people visit your website, and it’s also the reason you’re ranked higher in the Google Search Engine Results Pages (SERPs). Content tells a user everything you want them to know about your products and services. If users aren’t presented the content they’re looking for in a creative way, they could leave for content that’s quicker, more creative, and easier to find. Make your content useful to your users. Make it easy to read, keep words short, make it ambiguous, and quickly deliverable. In a world where hyper fast download speeds are becoming the norm, users can go wherever they want online faster than ever. Keep their attention spans on your website with content that engages users.
Speed matters! It’s something users naturally are taking for granted today. Users expect websites to load fast so they’re presented with content they want quickly. If a website failed to load at anticipated speeds users get impatient, antsy, and sometimes even upset. It’s just the progression of modern technology coupled with our shorter attention spans. In keeping up with modern website design it’s critical to have a fast website with imagery designed to load fast.
If a website's page has five 4MB images on it, the browser is going to deliver them slowly on most internet connections simply due to their size, but more importantly, the designer has lost touch with the audience and the UX is paying the price. Just because pages load fast for the designer on a 20+MB connection, doesn’t mean that it will for everyone. Many users, even today, have only the minimal 3 megabit DSL connection that will actually download at 375KB/sec. So, that’s almost 55 seconds of download time just for the images, not counting the remaining code needed for the website to be rendered. Speed is critical for a successful user experience, and the users will leave if your content fails to load for them.