When I was at university, my main focus of study was not 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 am not a web developer by any means, but since working at MO Agency I have 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.
What is user experience on a website?
Website user experience is about how easy and enjoyable it is for a person to use your site.
A good user experience helps visitors understand what your business offers, where to go next and how to take action without friction.
1. Creating a purpose-driven landing page
In an article I recently read, there was an extract that perfectly explained what a landing page is all about:
“Landing page creation is a bit like chemistry. You are 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 are selling a product or service. This needs to be made clear to the viewer.
Your landing page is not about your business alone. More importantly, 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?
When the page has a clear purpose, it becomes easier for users to understand what they should do next.
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.
When your typography is simple and consistent, the whole site feels easier to read and use.
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 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.
Colour should be used with purpose, not just decoration. A strong accent colour can guide the eye and help users spot the most important action on the page.
4. Place your CTAs where people can find them
CTAs are your website’s workhorse. They direct the user to your intended location, whether it be to complete a purchase, book a consultation or 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.
If users can see the next step clearly, they are more likely to take it.
5. Combine type and imagery
Making use of imagery accentuated by 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 am talking about. Our case studies section is a good example of text accentuating an image.
When type and imagery work together, the page becomes easier to scan and more engaging to explore.
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 to 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 platforms headed in the direction of all-video news feeds in future, so it is 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.
Video can help explain a message faster, keep attention for longer and give your pages more energy.
In summary
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?
Frequently Asked Questions
What is the easiest way to improve website user experience?
Start with a clear landing page, simple typography, strong CTAs and a layout that is easy to scan.
Why does typography matter for user experience?
Typography affects readability and helps users move through the page without confusion.
Should every website use video?
Not every website needs video, but it can improve engagement when it adds value to the page.
Why are CTAs important on a website?
CTAs help direct visitors to the next step, whether that is booking, buying, downloading or contacting your team.
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