Insights into user experience
Posted on: 14/09/2020 by Tina Meigh
We’re not going to bore you with information you already know. What we can do, is give you a few pointers on user experience and why it’s important to take it into consideration during the website design stage for maximum impact.
First of all, and this will come as no real surprise, people will start viewing your website from the top left. That’s why you’ll find logos there more often than not, to reinforce the brand.
Humans have a short attention span, and it’s getting shorter and shorter. So it’s important to make information accessible. Make it prominent and easy to find and then anything else is supporting information and a bonus if the user reads it.
Now let’s talk pictures. They’re lovely, and we’ve all heard “a picture is worth a thousand words”. Forget that! It’s different on a website. Of course they’re important but it’s best not to get hung up on them. Yes, there is a need for images, no questions asked there, and every website is individual so some may need to be image led, but for the most part people are visiting your website because they need information.
Call to action
Make the call to action (CTA) stand out and easy to follow because ultimately, we want the user to complete the call to action. Essentially, make the user experience and your website as simple as humanly possible for the user and design your beautiful website around this principal.
Shorter paragraphs work best. Make them punchy, straight to the point and look smart. A well trained copywriter should automatically do this anyway.
Too many words are off-putting and sometimes people can completely ignore large chunks of text. Lists, bullet points or listicles (can you tell the PR team is writing this 😉) are effective as they’re easier for the reader to absorb and improve the user experience on your website.
Get as much information as you can into headings and subheadings, here’s the tricky bit – they’re headings so do this in as few words as possible. Users are going to scan through your website to find what they need and will continue reading once they’ve found what they’re looking for.
The navigation is critical. Users will spend more time on the navigation menu than anywhere else, so it should do what it says on the tin and navigate users to where they want to be. So the same principal applies to the nav as the headings. Make it informative but short and snappy.
Don’t worry about fancy fonts. Most consumers aren’t going to appreciate that beautiful, quirky font you’ve spent hours deciding on. They just want to be able to read the text easily.
All of this remains relevant (if not more so) when a website is viewed on a mobile. The top left is absolutely the most important position and will deliver the most impact (worth remembering if you need to promote something).
When choosing images, bear in mind the mobile responsiveness. Go for larger images as they attract more attention and make good use of them by including a CTA.
So, to conclude, your website can be pretty as long as it’s clear and simple, easy to find the right information and shouldn’t have big chunks of text – unless it’s a blog like this in which the whole purpose is to provide insightful and useful information.