It takes more than just a pretty website, as it's useless if the User Experience lets it down.
User experience (UX) is at the forefront of almost everything we do and when it's not the absolute top priority, it's always something we're thinking a lot about. So, let's get into what the term actually means and explain why we're firmly on Team UX and you should be too.
As you've got to invest time, cash, and resources into building your website and fleshing out your digital presence, you want people to actually use and engage with what you have created, right? The UX you provide to your visitors will either encourage them to interact with your content and return to your site time and time again, or it will drive them away almost as soon as they have arrived.
With so much choice and information available at the click of a button or the call of a 'hey Siri', you have constantly got to figure out how you can stand out from the crowd. If your site helps your audience to locate the information they're looking for and performs well doing so, there is a much higher chance that they will return in the future. On the other hand, however, if your site is essentially unnavigable, it's pretty safe to assume they aren't coming back. Like, ever. Which you definitely want to avoid because it'll get a bit lonely. And you won't make any sales. Yeah. Like we said, very bad. Must avoid.
It's one thing to have a website that functions well, but it's another thing entirely to ensure that every single piece of content on your site is useful and hyper-relevant. As well as making your content accessible it is imperative that once your audience arrives, your site presents them with content that actually delivers value. Remember, if you fail to impress your audience, you will ultimately jeopardise your relationship with the very people you most want to appeal to. It takes time and trust to build a loyal community, do not disappoint them.
Although it's safe to say that most Internet users share a collective dislike of adverts, let's be real, they aren't going anywhere. There are, however, right and wrong ways to approach advertising. For starters, if your site immediately throws up a pop-up advert, that for some bizarre reason can't be removed or minimised, your visitors are certainly not going to waste their time trying to piece together the small sections of your content that aren't completely obscured from view. But you already knew that.
The best digital advertising campaigns place their audiences at the forefront of every decision they make and always avoid disrupting the unique ambience of a website. Sure, it can be a tricky balancing act sometimes, but it is very achievable.
Gosh, isn't it nice to talk about nice things? Ultimately your UX should aim to provide your audience with a seamless and an enjoyable experience every time they interact with your site. Enjoyable experiences lead to happy audiences. And happy audiences convert into even happier customers who might want to share their positive experiences with their friends!
If you'd like us to help you to refine your website's UX, give us a call. We're here for you and all your UX needs!
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