Google is all for user-experience right now – especially for mobile shoppers. But as a dedicated webmasters you should be considering the usability of your website on multiple platforms.
When trying to map out the usability of a website in your head, you might think your brain will explode. It’s pretty difficult to see without the visual aid of live screening. So what do you instruct your web designer and content writers?
Here are a few things you should focus on when endeavouring to improve the user-experience of your website.
Easy to navigate
Navigation should be at the very top of your bucket list. If visitors cannot easily find what they are looking for they will leave and go to a rival site.
The information architecture of your site is an all-important aspect of online success and is proven to increase traffic and conversions.
When planning the orientation of your website, remember that visitors are accessing your content on a variety of different devices which have different sized screens.
We will assume you have a responsive web design already, and if not get one asap other you will not rank in Google.
What you have to do now is consider how mobile users will navigate your site compared to desktop users with a 20-inch plus screen.
Write scannable content
On the subject of usability on various screen sizes, written content plays a major role. A short paragraph on a desktop screen could filter into an entire chunk of text on a 5-inch landscape.
Large chunks of text look cumbersome and put people off reading. Furthermore, online users do not have the time or patience to actually read. They typically scan – so use bite-sized paras and regular headings.
Find and fix broken links
In relation to navigation, links play an important role. They need to work. If you have redesigned your site and shifted a few pages, go through your copy and check links are still directing to relevant content.
Broken links go against your credibility as a website with customers and search engines downgrade pages containing links that lead nowhere.
If you have a lot of content you might want to consider investing in a tool to help you find missing links.
Research shows that mobile users will only wait a maximum of four seconds for a website to upload. Some won’t even hang around that long. Fast load speeds are therefore critical.
The time it takes a webpage to load up depends on the weight of data. A quick fix is to compress and scale your images before loading them to your site. This means less work for your server and quicker load times.
Don’t make visitors think
The modern consumer does not want difficult choices to make, nor do they want to have to think about what to do next. They need pointing in the right direction. Some gentle persuasion doesn’t hurt either.
This is where your call-to-actions come in. Whenever the purchasing process requires taking in more information from another page, guide prospects to it by signposting “more information” and providing the link.
Modern online users expect to enjoy a good experience when they visit a website. They do not have the time or the patience to battle with a poorly planned website.
By making the user-experience of your online business a priority, you will increase your credibility, improve traffic and search engine rankings. Most of all you will improve conversion rate.