User experience is one of the important aspects of marketing these days. It has now gained the ‘topmost priority’ tag in the digital marketing world. Almost every brand now focuses on understanding the need of their customers and making a user-friendly website design. They constantly work on improving the user journey while they are on their website, navigating through all the products related to their needs. The companies have a reliable team of UX researchers whose job is to develop the best UX design websites and provide the users with the optimum benefits. A good UX is always helpful in getting the desired results for any company, so why not improve user experience to its maximum potential and exclude all the common UX mistakes.
User experience is one of the main factors in determining the digital fate of any brand. Online marketing companies that deliver SEO marketing services are vast in number and the competition is very high. No brand wants to miss out, even on a borderline opportunity. Even the thought of compromising the quality can rapidly force any brand to be completely lost in oblivion. Therefore improving the user experience and also consistently working on it is one of the necessary requisites and providing satisfaction to the users will help in retaining them on the website and also the frequency of their visits will increase.
The team of UX researchers ensures that every positive step is taken to achieve the best results and minimize the margin of error by avoiding common UX mistakes which can hamper the growth of their brand. These mistakes can lead to severe consequences that are totally unacceptable for any brand and can generate gigantic hurdles for their future expedition in this competitive market.
Before leaping to the common UX mistakes that any brand should avoid, we should have a thorough knowledge of the strategies which can boost the user experience.
- Understanding the audience – Awareness of the audience helps in creating the best UX strategy. Whenever the brands have an understanding of the audience, the creation of adequate quality website design follows, which helps the organization to enhance the user’s experience.
The dimensions of the audience on the internet are very vast. For a brand, catering to all categories of visitors and giving a satisfactory impression is an impossible task to execute and achieve. This is where the knowledge part becomes useful.
So, the first task for a business is to :
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- Determine the age group to which the target audience
- Identify the need of the target audience.
- Understand their patience level and the amount of time they are willing to invest when conducting a search to perform the call-to-action.
- Do not try to satisfy every visitor.
- Choose keywords according to the target audience’s search intent and design the message accordingly.
- UX research – UX research is another important aspect to enhance the user experience. The UX researcher identifies the pros and cons of the website design. They take note of what the target audience like about the website and what are the hurdles they face.
According to the analyzed data, they come up with website user experience best practices that can be introduced to minimize the problems faced by the user and maximize the desired outcome.
- Website loading time – The speed at which the website loads is an essential factor. Be it the target audience or any random visitor; everyone desires to surf a quick access website. Nobody has the opulence of time to wait patiently and let the website load slowly, so being quick is the necessity of the hour. The speed at which the website loads is an influential factor in attracting and hold the visitors to the website as things are getting done in the required time. It also gives an indication to the search engines that the visitors of this website are finding the content useful because the bounce rate is low. It ultimately helps in improving the rank of the website because loading speed is one of the ranking factors in search engine algorithms, so better speed is a must.
- Giving credible information – The information that passes the website should be credible. Website user experience is one thing and the information presented to them is another. Best UX websites not only provide superior aesthetics but also gives relevant and related information to the target audience.
These are a handful of strategies or factors that will enhance the user experience of the website, build trust in their eyes, and create a positive brand image. Even when the brand is taking care of all these strategies to give a good UX to the target audience, there may be underlying common UX mistakes. These mistakes can definitely hinder the progress of the brand and affect all the hard work in user experience research, that was done to provide a positive navigating experience.
So, the aim is to not only enhance the user experience but also rectify these common UX mistakes.
UX mistakes to avoid
- Unoptimized website structure – One of the most common UX mistakes is the design of the homepage and other category pages. The homepage should redirect to all the other categories of products. The categories should further give details of the subcategories. The brands should not only name the product but also give some brief about it.
E.g. If an e-commerce brand is dealing with dairy products. Their home page should have information about the brand and its products- toned and full cream milk, milk smoothies, curd, and cheese, then further subcategories. In milk smoothies, the flavors they serve – i.e. chocolate, strawberry, mango, etc. At last a brief about the chocolate flavor that, it is made with the darkest cocoa beans on the earth.
In this way the page navigation becomes smooth and the target audience has the choice to directly jump onto the other pages they are interested in. Also providing a text field search bar will help the target audience type and find the required product.
One more important aspect that should be taken care of to optimize the website structure is keyword mapping. Assigning target keywords to different pages of the website makes it easy for the search engines to index it. It helps the target audience to land on the searched page rather than browsing an unrelated page to their query.
- Not balancing text and visuals – Not making the website text and visuals balanced will negatively affect the user experience. Only using text is monotonous and inserting a lot of visuals will lack the information part. An effective website user experience.
The best UX websites know text provides a better understanding and visuals create more pleasing engagement as they are highly attractive to the eye. A balance between the both is an essential requirement that will provide a smooth user journey.
One aspect that should be taken into consideration while creating visuals and framing text sentences is giving relevant details and presenting easily understandable visuals. Being creative can also add some extra points to the presentation.
- Throwing pop-ups on the visitor’s face – Pop-ups may sometimes help in sales but other than that it is one of the most troubling features of the internet. For a good UX, keeping the website navigation easy and simple is required. The brands should make sure that the focus of the target audience is not distracted by unnecessary pop-ups. This will give a negative impression to the users and they will stop visiting your website for their future needs or concerns.
- Not improving the products – The goods and services that a brand is serving to the users, constantly need improvements and updates. Following the market trend and understanding the changing needs of the consumer is always required for a better website user experience. Not focusing on refinement is one of the biggest mistakes that a brand commits.
The best brands completely acknowledge this point and keep upgrading their product with time and circumstances. They have an understanding of why adding more features and regular modification is vital to improving their market capitalization.
E.g. A telephone was a landmark product when it was introduced to the market. It has been upgraded with time. Wire to wireless, buttons to touch screen, just for calls to plenty of other functions. It has improved with time and so do the brands need to improve their products to sustain the competition and give a good UX consistently.
- Neglecting reassessment when getting negative results – Whenever the outcome of the UX strategy is not in the brand’s favor, a thorough reassessment is required. This will provide the scope of improvement. For this, the brand needs to :
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- Research: Identifying the grievances of the user and what are the problems they have to face. Collecting their reviews and suggestions and marking out the common issues they encounter.
- Improve: Fix the issues and improve to provide users with a better experience in the future. This will create a sense of trust that their issues are been resolved.
- Apply: Apply the improved UX strategy, this will not only retain the current users but will also increase the new ones. Knowing about the weakness is important, but once the issues are detected, coming up with a plan to resolve them is more crucial.
- Be consistent: After the identification and application process, one of the main aspects is to be a consistent provider. Don’t stop after solving the issues, rather be constant in delivering the best website user experience.
Apart from the mistakes discussed above, one more common UX mistake that brands commit is not creating a buyer persona. Creating a buyer persona of the target audience that went to the bottom of the sales funnel will also help in creating a better UX strategy in the future. Not all the visitors are the target audience and not all the target audience will lead to conversions and generate revenue through sales. Common characteristics of the buyers should be underlined and a buyer persona has to be created. A positive buyer persona includes the characteristics of the ideal customers who are already buying or the future prospects.
To attract the target audience, eradication of mistakes is a necessity. Apart from that, some extra benefits can also be introduced to lure them. It may be in the form of a product price discount or get 30% extra or anything the brand desires. These tactics help the brand as well as the consumers and build a healthy relationship between them. To let them easily navigate and avail these offers, a good UX design is required. Never put your website design on the complex side of a seesaw, rather let it be seated on the simple one.
A simple, easy-to-use website design will provide the best website user experience. The brands should keep in mind that the visitors are not IT professionals, they are a cluster of crowd belonging to different professions. Emphasis should always be on creating a simple website design structure. This will give brands free publicity from the target audience. The satisfaction of easily navigating the website will follow up with the recommendation to the others by the visitors. It will also increase reusability, as the structure of the websites is built giving priority to the users. Last but not visitors giving the website extra time for the extra efforts that have been put in wholeheartedly by the brands will lead to an increase in the page ranking.
The crux of giving all the features which optimize the user’s experience and keep them hooked to the website is to rank high in SEO. The world of digital marketing is vast. The number of internet users and the number of websites that cater to their needs doesn’t have much quantitative difference. The only difference is the “way”. The way in which any brand applies efforts to become the best UX website is by giving the best user experience.
Conclusion
To constantly give the users with a better experience the brands need to work on their UX research on a frequent basis. It will surely need a lot of analysis and hard work to understand the target audience and implement the UX strategies accordingly. Common UX mistakes need to be dissolved as soon as possible to enrich the user experience. These basic changes and adaptations will elevate the image of the brand and create a sphere of trust and a strong reputation amongst the users. A comfortable user journey through the page is very rewarding and brands need to make sure to offer a good UX regularly.
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