3 Essential UX Optimizations
Website and app optimization is extremely important in today’s world, which is becoming increasingly digital.
Website and app optimization is extremely important in today’s world, which is becoming increasingly digital. Investing in the user experience gives companies an edge and increases their chances of closing sales in e-commerce.
According to Small Biz Genius, 70% of online businesses that fail do so because of poor usability. The same study shows that 48% of users are frustrated by poor mobile optimization.
It’s clear that investing in usability delivers returns for companies, but surprisingly, many companies are missing out on major opportunities, since only 55% of organizations conduct UX testing.
When it comes to UX, 3 optimizations are essential:
- Keep it practical: less is more
- Engage users visually
- Have a good internal search engine
Learn more about each one and find out what to prioritize when it comes to website and app optimization.
Less is more
Your website or app needs to be easy to use and as intuitive as possible. Users should find only useful, unambiguous options, and they should never get lost on your website or app or struggle to find what they’re looking for. Confusing, hidden software controls waste users’ time and create a poor experience.
One of the fundamental principles of design is that a product, website, or app should be easy and intuitive to use.
Ideally, identify elements that users might find misleading. These elements lead users to take an action on a page unintentionally. To avoid this kind of disconnect between the design’s intent and the user’s actions, the best approach is to test the website or app with people who will actually use the product. In other words, it’s essential that the software be evaluated by end users.
Evaluation participants should include people who have never encountered the product before and know nothing about it, as well as people who have tried similar products. Designers may be surprised by product features that cause confusion, errors, and wasted time. They may also get ideas for improving usability before launching a product to an unsuspecting audience.
Engage users visually
If your website isn’t appealing, users are likely to leave quickly. That’s why the visual experience should be pleasant and professional, encouraging them to stay instead of leaving without even viewing your content, which can increase your bounce rate.
Here, the first point also applies: less is more. Striking a balance is essential, and all kinds of excess should be avoided.
Colors play a very important role, but they need to be used correctly. According to Quicksprout, 80% of brand recognition comes from the use of color, and color can greatly help drive conversions.
However, highly contrasting colors can be tiring, while a monochromatic website can be boring. Quicksprout also reports that color ads are 26% more memorable than black-and-white ads.
Images should also be chosen carefully. They should be high quality, but not so large that they slow down page loading. Their size should also be balanced so they don’t take up all the reader’s attention, while still being easy to see.
Have a good internal search engine
The goal of internal search is to give users a simple, efficient way to quickly find what they’re looking for. The less friction users encounter as they browse your website, the less likely they are to leave, and a few seconds can make all the difference.
The website search box is one of the most-used features, if not the most-used, and when visitors know what they’re looking for, you have a lucrative opportunity to offer relevant options.
If the page displaying internal search results shows unrelated items or a list of links to sort through, users will probably go to another website.
Your website’s search tools should be easy to use and can provide valuable analytics that help you better understand your visitors. By learning what people are searching for, you can recognize which problems they’re trying to solve.
An investment worth making
There’s no doubt about the benefits that focusing on the user experience can bring to your business. Investing in research with potential users and taking care to optimize your website or app will only strengthen your company’s strategies.
This is an investment that, although still neglected by many organizations, is sure to pay off for those willing to bet on UX.
