Great UX works towards conversions

Our approach to UX design

UX design is a fundamental factor in building bridges between your customers and your brand. Over the years we have refined our UX process and tools to deliver great UX.

This article outlines how we deliver value and results to our clients quickly and effectively through a collaborative and engaging UX design process. 

The importance of UX Design  

User experience design, also called UX design, is the process of ensuring visitors have a positive experience on your website by improving ease of use, accessibility and convenience. A good user experience plays a huge part in customer engagement, increased leads and more sales. 

Gone are the days when design decisions were made on the basis of attractiveness and what the client wanted to see. Today websites have become more complex and loaded with features.  It is therefore essential that users are placed at the forefront when considering website design. 

UX for websites goes beyond creating an intuitive layout or making sure visitors know where and how to contact you. It’s about providing an experience that is specifically designed for your target audience or your ideal customer. 


Effective UX design for websites 

The essential UX design steps to follow when designing or updating a website. 

User Personas 

Before you start working on user experience, you need to understand who you are designing for – or who your target customer is. Through the use of data and research, we help clients define their target audiences and build personas. User personas are archetypes of your typical customers or clients.   

To create a user persona, you need to focus on who your users are, why they are visiting your website and what they hope to achieve while there. E.g. What problem do they have that you’re going to solve? 

User Journeys 

With a clear mind on your users, consideration has to be given to how they will use your website.  This requires mapping out the steps they will take to reach their goal.  This is called a user journey and for each of your personas these steps need to be followed: 

Create likely scenarios that your persona is facing – what their goals are, what their pain points are and what do they want to achieve by coming to your website? 

Create a scenario map for each persona – as soon as the user lands on your website, where will they go in order to achieve their goal? 

Assign an idea to each action to plan out the navigation – under each step in the map, consideration needs to be given to how the website will achieve that action 

Data-driven user testing 

A very important consideration that needs to be taken into account is the ongoing growth of data-derived insights in the online design process. A good approach is to test little and often during the design process so that small incremental improvements are made as the process goes along, rather than larger changes further apart. 


Design considerations for websites 

Create a “stand-out” home page  

A compelling home page needs to engage visitors and build credibility.  Key elements include: a solid value proposition, demonstrating credibility and making it easy for visitors to find what they are looking for. There is no one size fits all template for homepages, but the key from our experience is to create a page that contains just the key information required for the user to understand what your business can offer, then click in to find out more.  

Make it easy for visitors to move from one page to another 

When navigating through the site make it easy for people to move from one page to another intuitively. Add internal links, prominent calls to action and ensure that your pages are no more than three clicks from the homepage.  Irrespective of what page visitors land on, they need to be able to easily access the menu or search bar. 

Provide intuitive navigation  

Visitors will give up if they have to click and scroll endlessly to find what they want.  A simplified navigation menu with fewer choices makes it easier for potential customers and users to find what they’re looking for.    

Create product pages that convert 

When it comes to turning a visitor into a paying customer, this is where your product pages need to shine. They need to educate a customer about a product and inspire them to take action or click the “buy now” button site. Product imagery should increase your brand transparency and build trust.  Where possible, personalise customer experiences and cross-selling opportunities. 

Create landing pages to that prompts visitors to take certain action 

Landing pages are highly focused page designed to capture leads from unique offers.  Key to success is making them brief, concise and to the point.  Include one prominent CTA that is easy to see.  Use social proofing and testimonials to establish authority and trust  

Form design 

By paying attention to the different aspects of form design, can make completion smoother and has a result, have positive impact on the overall UX.  Key design best practices to follow include; keeping it short, show requirements clearly, visually group fields and their respective labels, highlight active areas and don’t hid error messages. 


In conclusion 

There has never been a more exciting time in UX design.  User experience design – one that is relentlessly focused on providing a superior customer experience - is critical to any successful online strategy. 

To discuss UX design for your online business, give us a call at Tin Soldier. 

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