When I was at university, my main focus of study wasn’t website design or user experience design. But in my third year of university, I chose advertising as my focus.
Now I find myself in one of Johannesburg’s up-and-coming digital agencies. I’m not a web developer by any means, but since working at MO Agency I’ve gained more knowledge about good practices for excellent user experiences on websites
Below I will outline what I have learnt about website optimisation and usability.
1. Creating a purpose-driven landing page
In an article I recently read, the was an extract that perfectly explained what a landing page is all about:
“Landing page creation is a bit like chemistry. You’re taking elements that already exist and putting them together in just the right proportions to engineer the exact reaction you want from your audience.”
Your landing page should have a purpose, whether you’re selling a product or service, this all needs to be made clear to the viewer. Your landing page isn’t about your business. More so the focus is the audience that arrives at your page seeking something that will benefit them. So, the question you have to ask yourself is: what unique value does your landing page offer your audience?
2. Stick to two font styles
Improving a website’s user experience has a lot to do with how easy it is for the user to navigate your website. If you have a messy design, the user will lose focus and navigate off your website.
In print and web design, font types can speak volumes and convey emotions better than imagery. Make sure your selection of fonts is cohesive and clean. Google search “Best Font combinations for Web Design” to get a better feel for which font types pair well together.
Stick to two font styles as this will provide a minimalist feel to your website and increase optimisation as the clean look will help users navigate more easily.
3. Use colour where it counts
Finding it hard to make certain elements pop? Usually, all it takes is a little application of colour to make once dormant elements spring to life. CTA (Call-to-action) colours should be warm and bold, tones of red and orange are usually the best colours to use when making CTAs stand out and demand attention.
4. Where to place your CTAs (Call-to-actions)?
CTAs are your website’s workhorse. They direct the user to your intended location, whether it be to complete a purchase, book a consultation, download your eBook. CTAs direct the traffic of your website to where you want it to be.
Place your CTA near the top and near the bottom of your website. This ensures that the user comes across it multiple times while navigating your website.
5. Combine type and imagery
Making use of imagery accentuated by a bold type can give your website a boost to its visual appeal and grab the viewer’s attention. This improves the user experience of your website.
Browse around our website and have a look at our use of imagery and text to get a better feel of what I’m talking about. Our case studies section is a good example of text accentuating an image.
6. Use of Video
Studies show that video is the future of engagement among viewers and brands. According to Q-Online:
“As 2017 rolls in, digital video consumption continues to grow. Brands are increasingly turning video content as video continues to outperform other types of content across Social Media. Facebook videos are 135% more likely to be viewed than photos, the platform’s headed in the direction of all-video news feeds in future, so it’s crucial to ensure your videos have a real impact”.
To ensure better engagement and longer lasting website visits, ensure that your website makes use of videos and animated elements. By doing so, you will keep the viewer on your page and grow your viewer base at a more efficient rate. Video traffic is the future.
Hopefully these steps will help you optimise your website user experience. If you need help from the experts, why not book a consultation with our MD Luke and let us help you with your website needs.