What is UX?
UX stands for User Experience and has become a critical aspect of today’s website design and functionality. The ideal UX strategy for websites involves a true understanding of web user’s behaviors, identifying elements that influence these behaviors, and deciphering what tick’s mode users to take specific actions.
In short, the main goal of UX is to solve the end-user’s problems. Unfortunately, far too-many websites don’t make their end users a priority. Poor UX not only deters individuals from working with you, but it also damages your brand’s reputation and credibility. Because UX is a process of enhancing user satisfaction, an on-going strategy is necessary in order to provide users with the experience they expect. When working with your UX strategist, make sure to avoid any of these common UX mistakes.
Common UX Mistakes to Avoid
Directing Users to a Dead End.
We all want a website that is usable, so it’s important to make sure your site isn’t leading users right back to search engines. Unless you’re using a click-through based landing page with a sale as the final destination, ensure your website incorporates a seamless and intuitive navigation that encourages users to continue engaging with your site. Despite the fact that users come to your site with a goal already, they are still looking to you to direct them on the next steps that need to be taken. Including a strong call-to-action on web pages for users to follow or a simple “subscribe” form to capture leads, tells users exactly what to do and what they are getting from that action.
All Bark, No Bite.
Gone are the days of selling products and services. The best marketing today sells experiences. Companies who understand this, understand that actions speak louder than words. So when your website is filled with the trendiest design and compelling messaging, but has nothing to back it up, you’re not providing users an experience. Fancy product explainer videos can only do so much when a user isn’t able to try it out for themselves. Offering your website user’s a free demo or trial for your product or service gives them an idea of the experience you can provide. When your bite (offer) is as strong as your bark (messaging), people will take you seriously and will appreciate the experience you’ve laid out for them.
Asking for too much, too soon.
Remember the goal of UX is to solve the end-user’s problem, not your business goals. When a first time visitor lands on your site, be sure not to immediately bombard them with a sign up form. Even if they’ve gone through the path you’ve laid out for them and lands on a form, be sure to keep it short and sweet. Like going on a first date, you don’t want to overwhelm them by asking too many personal questions that they may not be ready to answer just yet. If your website visitor is interested in working with you, they will eventually be open to providing their contact information. But they don’t want to have to give three phone numbers, an additional email, and a good time to call. It’s unnecessary and unappealing. Ideally, a name and email address is more than enough to ask. That way, you can nurture the relationship and get a phone number or meeting set up as you get to know them more.
Staying Inside the Desktop.
This is a HUGE mistake that could be disastrous to your UX and overall web experience. Aside from staying in Google’s good graces with responsive design, your user research should show that your website visitors aren’t strictly using desktops to conduct research. They are searching while commuting, while standing in line to order coffee or buy groceries, and even while watching their nightly television shows. And they are searching on their smart phones and tablets. Sometimes even using multiple devices at the same time. This is why it is so crucial to provide the same, seamless experience on each and every viewing device, as well as on various browsers.
A Common Solution
Put yourself in the shoes of your targeted audience and the users who frequent your site. These are the people you need to be appealing too. While it’s nice to know that your CEO and other team members love your website, their opinions won’t bring in the leads or sales you need to succeed. If your website is in need of a proper UX strategy, get in touch with an expert UX professional today.