In this video Nick Leech, group marketing director at 123-reg, talks about how you can convert more of your website users into customers through good UX.
Before moving on to the actual six steps to which Nick Leech has got you used in his Swift Six series, let us first understand the concept of UX. It refers to user experience or usability and it implies conceiving one’s website in such a way that its users find it easy to navigate and head for a particular goal. Thus, the website images, content and layout need to be employed efficiently so that the visitors be determined to perform a certain action that the website owner wants them to carry out.
The first step is to set a goal for every page of your website. This goal actually conveys the action that you want your website users to perform when navigating the respective page. It might involve proceeding to another page, signing up to a newsletter or buying a certain product. Once you have established the page goals, make sure that the related copy, images and headlines are created and delivered so that the user be directed towards the wanted finality.
The second UX principle to be applied for converting a website visitor into a customer is to focus more on the benefits of your product/service rather than on their features. So, when writing your website copy, do not only describe your services/products, but also let the visitors know what they would gain from using that service/product. For instance, if you sell washing machines, you can state that one of their features is that they dry at a particular number of revolutions per minute, which means that they dry one’s clothes really quickly, which thus clearly expresses a benefit.
The third tip is to avoid using jargon. Using a particular terminology with other parties from the same industry or with your suppliers is acceptable, but your website visitors may fail to understand it. Thus, when referring to particular related topics, products or services, try to adopt a vocabulary that your users would employ to describe what you do/provide.
The fourth way in which you can use good UX in favour of your online business is to be consistent. You need to keep in mind that too much originality might isolate your business and that there are some common web-wide standards that should be observed in terms of website structure. For instance, most of the website visitors are used to finding contact details in the footer of a website. So, do not try to completely change the existing ‘patterns’ and ‘routines’ of web users for the sake of novelty. Also, give your site a touch of uniformity and consonance by using similar layouts on each of its pages, the same font throughout the site, not too many font size variations, and by placing your images and call-to-action buttons in a consistent place.
The fifth tip is to avoid distracting your website visitors with irrelevant information. Keep it simple, focus on what helps them achieve your established page goals and cut out what may prevent them from doing so, even if the extra information may be interesting.
The last thing is to provide the right information at the right time. Give your website visitors enough information at the point that they require it. For instance, if one orders your product and it needs to be delivered, let them know how long this takes. If you offer a low cost service, make sure you state the exact area you can cover. Thus, you help your website users to make a decision.
For more valuable advice and insights into enhancing your presence online, stay tuned for the next Swift Six!
Publisher: 123 Reg
You can watch this video also at the source.