A Dose of UX Truth

A Dose of UX Truth

So, now you have a beautiful website. But, have you considered how your customers are using it? Are they coming upon your home page and leaving? Do they know how to use your site? I suggest you look at your analytics and delve into the data your website is providing about its user experience (UX).

Shhh… I am about to give you a dose of UX truth. (No, it is not a party drug and there are no strobe lights involved!) To put it bluntly, you need to design your site for the lowest common denominator. What does that mean? Just as newspapers print articles written for readers at the ninth grade level to ensure every audience is reached, you need to do the same of your users. You can easily do this by utilizing bright colors to denote where you want the user to click, provide a clear visual path of where you would like your user to go and have a clear call to action (CTA). Display photos or images in conjunction with text. Assume the user is not going to read it all, or at best merely just skim the text.  Make navigation as easy as possible. If you your site almost stupidly explains to your user what he/she is supposed to do, then it is right where it needs to be.

If you don’t have analytics on your site, you need to get it. It is free (through Google) and easy to get started. Contact us if you need help. (We do that!) This data is highly useful in helping to understand where your web visitors are coming from (if they found you on a search engine, came by direct link or from another web site), how many users visited the site in any given time-frame, and it also can tell you how long the user stayed on a given page, if they clicked through to other pages and where they left the site. For example, if you have a large number of visitors exiting from the same page, chances are you need to provide a new experience and/or clearer CTA.

Another good thing about analytics is that it can tell you where your marketing dollars are working and where they are not. For example, if you see a large number of visitors coming from Google: 1) Congratulations! That means your site has a good ranking (those dollars for search engine optimization (SEO) were well spent); and 2) If you are paying for Google AdWords, Congratulations, again! That money is working for you.