When it comes to delivering a positive UX, the approaches are vast and possibly endless, considering the wide range of verticals and their emerging niches. While you always want to make sure your digital experience falls in line with the expectations of your industry, there are certain general ways to create a positive digital experience for your users.
Each of these generalities encompasses specific actions you can take to deliver the best experiences for your users. Once you’ve taken these actions, you can master the essence behind these tips. As a side note, none of these are “generalities,” per se; we back up our tips with data. Check them out and start a UX strategy that ensures digital happiness now!
Reduce Points of Friction
In the sense of content, friction can be defined as any website element or quality that sets off irritation, frustration, hesitation or any negative feeling within visitors. In turn, these points of friction drive your customers to exit or bounce, with the possibility of never returning to your website again — something you ought to avoid at all costs. You have to identify these points of friction first before you modify your site content accordingly.
So, where are said points of friction found on your website? Believe it or not, but not all of them are based solely off of the design. Some of them stem from outside factors — they’re still a part of the UX but originate elsewhere — think prices. Here’s a roundup of several points of friction:
- Poor search bar experience, i.e., a search bar with irrelevant results, or no results due to minor spelling errors (The search bar has a 76% higher click-through rate than a menu, per our grocery report)
- Glitched fields & CTAs
- Botched cart experience
- Sign-up requirements at checkout
- Long landing pages (shorter landing pages have 13% higher conversion rates)
- Unforeseen fees (handling/processing, delivery fees, etc)
- Form fields
- Promotions that are no longer available but are still live
- Seemingly clickable elements that aren’t clickable & non-clickable that appear clickable
- No confirmations of a successful/unsuccessful action
These points of friction are undoubtedly noteworthy, but to truly get a sense of whether or not any of these are afflicting your users, your only recourse is to analyze their behavior and measure the experience. Smart analytics allow you to extract users’ hesitations and other points of friction at a particular space or element on your site. Once you’re armed with this knowledge, you can make discerning choices on the changes you need to make to your UX.
A few pointers to put an end to friction:
- Keep your messaging transparent (eliminate hidden costs, display reassurance elements when relevant, make sure sales have specific dates, etc).
- Make sure that all form fields are intuitive and error-free.
- Streamline checkouts.
- Make it easy to navigate between pages and remove unnecessary back-and-forths.
- Design ergonomically, as it will affect page speed.
- And make sure all site elements function properly.
- Assure vital site actions (purchases, signups, email entries) have confirmations for site visitors)
Optimize Your Content for an Omnichannel Experience
In 2019 and let’s be honest, for the past decade, users have branched out of browsing the web on desktop solely, and even mainly. Most brands cultivate their strategy on a mobile-first foundation. That’s because a wide swath of verticals including travel, gaming, retail, apparel and others have seen higher traffic rates across 2018 alone, according to our yearly roundup of mobile data.
But it’s not just mobile that’s left the fringes of the digital space; tablet has also made its presence mainstream and has had a steady growing use worldwide. Brands would be wise to pay attention to the growing use of tablet, as it beat out mobile conversion rates in 2018 in the games and media, groceries, pharmaceutical and cosmetics sectors.
Mobile currently wields a chunky 70% of the time people spend on digital media. But despite its large share of traffic, mobile is beset by a conversion gap across the cosmetics, luxury, retail, gaming and other verticals.
An omnichannel experience doesn’t merely refer to the presence and usage of different device types, as it deals with frequent crossovers. For example, a visitor may commence their digital journey on mobile but can end it on desktop or even by way of going to a store (and vice versa). The task at hand is to create experiences that are both tailored for and consistently positive at every touchpoint.
A few pointers on optimizing your UX for an omnichannel experience:
- Ensure that all your data and main content are consistent across touchpoints.
- Create channel-specific capabilities that set you apart from other brands in your vertical
- Integrate a back-end between all channels for seamless transitions
Enhance Your Site with Productive Features
What would the UX be if not for the different forms of content that comprise a website? But such features do not merely serve an aesthetic purpose. They can be the determiner or the last stand between a user and a conversion.
This is because conversions are in large part dependent upon visitors’ feelings of satisfaction by their experience on your website/ app — something we like to refer to as digital happiness. All the content on your website plays a role in fulfilling a visitor’s objective — whether this objective is to renew a standing order, check out your store hours, or browse for garments. Keeping your customers digitally happy is the best way to ensure customer loyalty and site returns.
That is not to say you should lust after trendy features — if you do, you’re a UX sinner. Study your customer journeys instead to create a more personalized experience for them.
Additionally, perfecting your site with efficient features also means giving your current site features a facelift. For example, if you have too many form fields, consider downsizing. If a clickable element on your mobile site is too small, you should enlarge it.
When on the hunt for new creative ways to engage with your site visitors, consider doing your own due diligence on UX elements. You can’t observe these on your own site, as you haven’t implemented them yet, so it would be vital to learn how they’re faring. Also, you should iterate on the features that have already been used if they have positive interactions that can be proven with data.
A few pointers on optimizing your UX by adding productive features:
- Personalize your content by adding recommendations based off of user behaviors.
- Incorporate white space throughout your site. It increases user comprehension by 20%.
- Don’t inundate users with content or information that is irrelevant to conversion or site-staying goals.
An Optimal Digital Experience
Not every site visitor will undergo a positive UX. They are bound to run into points of friction, website malfunctions and journeys not optimized for an omnichannel experience. It’s important to have the right data on hand, the kind that gives you the full picture of visitor behavior, where they’re hesitating and whether they experience digital happiness. Analytics are your best friend — so keep that friendship alive!
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