Improving UX: What Do Users Look for in a Website?
UX or User Experience is very important for the success of a website. This is something that even the most amateur web designers and developers can agree with. However, the thing about UX is that it never remains fixed. Just like the technology it plays a role in, UX also evolves on a fairly regular basis. This is because, UX, as the name indicates is determined by the user. As users change their habits to adapt to the latest technology, good UX must be able to adapt to these changes and offer the user an experience that they can stick to.
But before figuring out what kind of an experience to provide, we must first understand what users really want. What is it that qualifies as a positive UX? After all, this is the biggest problem developers and designers face. It’s only when we know the answer to this question that we can work on providing a solution.
Unfortunately, users aren’t the best source of information when it comes to UX. They don’t have the time or interest to be bothered with providing feedback. Therefore, we must rely on the insights provided via user behavior. This information is gathered over time and therefore, serves as a reliable source.
Several experts have been leveraging such user behavior data for years in improving website UX and also determining what are the key elements of UX that matter to users the most. We’ve provided you with these elements below.
Ease of Use
As we mentioned earlier, website users don’t want to waste time or effort. When they want something, they want it right away and they don’t want to put in too much effort trying to find it. They don’t engage with websites for sightseeing. They have objectives that need to be met as soon as possible.
So, don’t try to develop something complicated just because it seems sophisticated. Users would trade sophistication for ease of use any day. If the user is forced to figure out things, he/she will eventually lose interest and quit. At best, they might use your website once and never visit again.
Try to create a site that doesn’t force the user to use 100% off their cognitive capabilities. Sophistication is fine, but, do not make it your primary goal. Ease of use must be your first objective
Keeping in line with the previous requirements we just discussed, speed is another major requirement that users have. Not only do they want their objectives met with ease, they also want them to be met in the shortest time possible. So, focus on making your website faster.
Users are just like us – they don’t have too much time on their hands either. So, getting dome with their objective as soon as possible matters to them very much. So, if your website is optimized to execute tasks without taking up too much time, you’ll manage to attract a lot more traffic.
Is the user expected to do a lot to meet their objectives on your website? Are there too many steps? Well, if you answered both these questions with a “yes”, you failed at creating a successful user experience. The last thing users need is more steps to achieving the end goal. Also, having more steps is counterproductive to meeting the previous requirements that we just discussed.
So, reduce the number of steps needed to complete a task. For instance, if you have an e-commerce site, you can offer the option to save user data so that future transactions occur with speed and ease. The user can skip entire steps with such an option.
Finally, another aspect of good UX is personalization. Users want to see what’s relevant to them. So, you need to give them what they want. How can this be done you ask? Well, it all comes down to analytics. With data analytics, you can gain insights about every user that has interacted with your site. You can identify what they like and what they don’t, their preferences, and tastes etc.
By identifying their likes and dislikes, you can offer a personalized experience that will enhance the overall UX. For instance, you can tell your users where they can find more information concerning the topic they are looking for.
Personalization allows users to feel more connected with your site, which boots the UX.
Conduct an Audit
Now that you know what users want in terms of UX, it’s time that you update your current site. The best way to do this is by conducting what is known as a “UX Audit”. Review your objectives and also that of your visitors’. Sue the audit to look for areas that need improvement.
A UX audit can help you ensure that your site is in line with the latest UX best practices.