What are the most important elements of User Experience?

User experience is all about how a consumer reacts and responds to goods or services and, in the context of digital marketing, refers specifically to how they feel about a business’ website and their other digital platforms.

Ensuring an excellent user experience is an essential element of successful website design. First impressions count, and users will not give your website a second glance if their initial experience of it is not enjoyable. Consequently, it is crucial to prioritise user experience during the web design process in order to convert users into customers.

With that said, here are the three most important elements of user experience that you should consider in the construction of your website.

1. An obvious offering

Studies suggest that over half of visitors only view a website for 15 seconds before clicking elsewhere online. That means that your website has less than half a minute to capture the visitor’s attention. To do so successfully, it has to be immediately obvious what your website’s offering is.

If the user has to work to find out what your site is all about, you’ll lose them in an instant. Don’t make a potential customer do the leg work; design your website in such a way as to make it obvious what you do and why the user should care. This can be done simply through clear and bold headlines, relevant imagery and informative videos.

2. Quality content

Quality content is what makes visiting your website worthwhile and builds the user’s affinity with your brand. Providing visitors with interesting and appealing content that they wish to consume more of and even share with others is perhaps one of the best ways to organically grow your website’s popularity. This could include, for example, a company blog or case studies from satisfied customers that you have served in an exceptional way.

It is important to note, however, that quality should not be confused with quantity. Too much content on your website can be difficult for the user to filter and an excessive number of posts on social media sites is likely to prove a nuisance to followers. To avoid this error, make sure that all your content has an explicit purpose and is in accord with your site’s core aims.  

3. Responsive design

Users are increasingly surfing the internet on the go, and so to ensure that their experience isn’t impaired it is important to have a responsive design that adapts to devices with different screen sizes.

The statistics speak for themselves in terms of the importance of responsive design. 57% of users refuse to recommend businesses with poorly designed mobile sites, 40% went to a rival’s site instead after suffering a disappointing mobile experience and 61% of people’s opinions of a brand are more positive when the mobile experience they provide is enjoyable.

Conclusion

Excellent user experience is key to achieving your website’s goals. If a user doesn’t enjoy and feel positive about your website then they are unlikely to buy anything off it. Therefore, you must keep the most important elements of user experience, namely an obvious offering, quality content and responsive website design in mind when constructing your website.  

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