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How web design impacts user experience (UX).

How web design impacts user experience (UX).

Your website is very likely to be the first point of contact you will have with many potential customers, and as you know, first impressions count. This means it is very important that you get your User Experience (UX) just right.

Great customer experience will be defined by a website’s user flow (navigation), the design, layout and speed to load. In this blog post, we’ll explore ways website design impacts customer experience.

Appearance

When you land on a webpage, you subconsciously create a first impression of it. This first impression is also said to be the last impression, or the one that sticks. After all, who wants to continue browsing a website that isn’t attractive to the eye, is complicated to navigate and doesn’t help you find what you’re looking for?

Design doesn’t need to be overly complex, but it definitely needs to be both relevant and up-to-date so that user can actually enjoy browsing the website. Here are four simple ways to improve the appearance of your site:

Responsive design: Ensure your website looks great cross-platform, whether it be on a small tablet screen or a larger desktop computer screen. You can read more about responsive design in another of our blog posts here.

Fonts: Ensure you pick an easy-to-read font style, and make sure they are also big enough to read on different screen sizes, as this will help give your user the most value from your words without having to strain their eyes.

Eye-catching images: Create visuals to add to the text for those users who wish to scroll through all information quickly and easily. These could be icons, infographics, or just simply some nice images.

Multimedia: Make good use of videos, images and interactives to break up any blocks of text. Multimedia can really make sure that visitors convert to customers and it’s a great way to inform clients of what you do in a different format!

Tone of voice

You want visitors to understand that you are trustworthy and skilled at what you do. A good website with the right elements, such as an about section, team photos and a few customer testimonials/stories etc will help you achieve this objective. Be clear in your message, products and/or services, and don’t over-complicate things. Writing with the right tone for your target audience and sector will also help in portraying the right message.

The need for speed

It’s estimated you have less than 8 seconds to capture your user’s attention when they land on your website. That means only 8 seconds to show just how amazing your company is and stop them from navigating back or elsewhere, away from your website!

If all visitors see when they enter your website is awful design, indecipherable messages and no clues as to where they need to go from there, you have no chance in hoping that they’ll notice the value you have to offer them.

Time is precious to your customers, which is why the loading time of your website also plays a massive part in the impact on customer experience. Load time may also affect conversion rates. Why? Because if your website is slow to load, customers aren’t going to hang around!

Google shares the same opinion on this too. Pages that load within the first 2 seconds will rank higher in search results. Google loves UX, and speed is a huge factor.

Keep it simple

In the same way users don’t have time to be sitting around waiting for pages to load, they also don’t have time to spend understanding your complex navigation. You need to keep your website simple so that everyone can understand and navigate it easily.
You can use various elements to make navigation easy for your visitors. You could have drop-down menus, internal links within the content to guide the viewer as they read, or sub menus that appear on certain pages.

The easier a website is to navigate, the more exploring your users will do.

Remember that customer experience is a dynamic, ever-changing thing. You need to follow these important web design principles as well as other best practices to make sure you have higher engagement rates and greater success with your website.

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