Consider your experience when going to a restaurant. You walk in, the place looks wonderful. There are big bright windows overlooking the lake, tasteful art and murals to decorate the place and even a menu that offers anything you could ask for. But how long did it take the hostess to greet you when you walked in? Did it take the waiter 25 minutes to grab your drink order? Did the meal live up to expectations? All of these things come into play when we talk about client experience or in the web world, user experience.
User experience has become the pinnacle of web development. Sure you can wow somebody with a great looking website design, but if you confuse, frustrate or irritate them, their experience will be bad and they will never return. A greater user experience leads to more revenue, positive word of mouth, increased engagement rates and faster growth. Hence, you want to make sure that you build your website with UX (user experience) in mind and give your visitors a seamless experience. To help you create happy visitors, I’ve compiled a list of 3 fixes to improve user experience on your website or landing page:
1. Optimize for Mobile and Tablet Users
Mobile Users have surpassed desktop visitors so why is your website not mobile responsive? Users don’t want to have to zoom into every page and adapt their device to your website. Instead, they want your website to adapt to their device. You could lose up to 50% of the traffic to your website if you don’t move quickly.
Start with the Google Mobile Test, and make sure you pass or hire a bootstrap developer. By ensuring that your website, blog and shopping cart are mobile responsive, your visitors can learn about your products and services without any issues. This consistency across all devices also allows your users who discovered your business on a desktop computer to purchase your products on a mobile device at a later time. Bottom line is you need to get a move soon and get a mobile responsive website to improve user experience. Otherwise, you might see a steady decline in mobile visitors.
2. Use the right amount of line height (leading)
It’s happened to all of us, you go to a website and find it very difficult to read. This is usually due to improper line height, which results in a poor user experience. The last thing you want is for your text to be too crowded and hard to read. If this is the case, you will irritate your users, forcing them to go elsewhere. This detail is often overlooked but plays a huge role in UX.
Make sure there is enough white space between each line of content on your website. The line height or leading will vary on two things; the size of your font and the width of your lines. The bigger your font, the more space you will need between the lines. In doing so, the reader can wrap his eyes back to the beginning of the next line with ease. Otherwise, the user might end up reading the same line twice or skip the next line altogether. To find the perfect combination, use this tool to determine the perfect line height for your text and improve user experience.
3. Save Form Content After an Error
Businesses need users to fill out forms to collect information but users don’t always enjoy the process. What can be even more frustrating is when a user gets an error after submitting a form and sees that all of the information has been deleted. I don’t know about you, but if its not something THAT important, 9 times out of 10 I will leave the website out of frustration. This is another example of poor user experience and will drive your visitor off the wall.
Make sure that any fields that were filled out by the user don’t get erased when they get an error message on submission. The same thing applies for websites that have a login screen. If I enter my username or email and password and get an error on submission, leave my email address or username there and simply erase the password. The user will likely end up trying their password 3 or 4 times anyway and this will make their lives easier. Ease of use results in a better user experience. It would also help to insert placeholder text in your form fields. For example, if you are asking for a phone number, insert a phone number example in the placeholder text. The same applies for any other information you are looking to collect.
I hope you found this information useful. Start by making these 3 fixes and you will immediately see an increase in conversions on your website.