The average website visitor decides in the first 15 seconds whether to stay on your website or leave. Designers try to increase stickiness, and conversions, through proven user experience (UX) tricks. UX professionals use all kinds of tools to monitor and test website engagement. They pour over analytics and form theories on how to improve website architecture, design and copy. Thankfully, you don't need to study design or pay for extensive UX testing to apply these same UX hacks to your own Weebly website or online store. By following some simple UX tenets, you'll be that much ahead of the game—and your site visitors and customers will thank you.
Organize Your Information by Importance
What is the purpose of your website? For some websites, the answer is relatively straightforward. The Box Bros sell California-made wooden boxes. The most important thing their site does is eCommerce. When you land on their site, you see a video background of their shop and process, with the **Shop Now **call to action. The video catches your eye and the simple button leaves a visitor with only one choice—shop or bounce.
You'll want to put your most important information above the fold—this means placing it high enough on the page that a visitor won't have to scroll to find it. Weebly has designed themes with this in mind. If you take a look at all the business designs, the brand tagline or call to action is first and foremost.
Don't Obscure Your Intentions
Every page on your site should have a single specific purpose. The homepage introduces your product, catalog or services. The about page shares your brand story. Your blog provides valuable content and establishes your authority in your niche.
The goal may be less obvious for some pages. Do you need to collect emails for your primary marketing efforts? Do you need to register users for a webinar sales funnel? Are you trying to sell your e-book or get visitors to schedule an appointment? What you want to avoid is doing all of those things on the same page. When given too many choices, a website visitor will feel overwhelmed with options and is more likely to leave than try and figure out what they want.
Cleanasaurus has a wonderfully simple, lean design. Each page has a clear intention and guides a visitor from lead to conversion intuitively.
If you're struggling to fit together all the pieces of your business on your website, it may be time to simplify your model, or take a look at how landing pages might help.
Make Use of Color Cues in Your Designs
When designing your website, it may be tempting to include every color that strikes your fancy. However, this is often visual clutter to a user. Break up your content into sections, using the same color cues for similar content.
For example, all of the call-to-action buttons on your site should be the same color — and you won't want use that same button style to link to your about page or blog. Or you might put all your testimonials on a grey background, separated from your service descriptions on a white background. This one simple trick helps your visitors understand and navigate your content.
Don't Run Out of Steam at the End of Your Pages
It's important to maintain visual interest if you're going to keep a user scrolling. Take a look at how Blue Mountain Vineyards maintains the same visual intensity you see above the fold using image backgrounds and icons to guide the user down the page. The content continues to be engaging when you scroll, which entices visitors to continue through the site.
What you want to avoid is placing an exciting hero image at the top of a page, followed by paragraphs of dense copy that will overwhelm and fatigue a user. If your pages are running out of steam by the time you scroll to the bottom, assume your visitors are already bored.
Leave Your Visitors on a Strong Note at the Bottom of the Page
Speaking of the end of the page, let's talk about footers. This is your last opportunity to convert a user, so it's critical to make sure they understand what the next step is. It may sound obvious, but you need to leave your contact information in the footer. If you're using a template that doesn't include a sticky menu, make sure your visitors can find their way back to your shop.
Take a look at how Docking Drawer uses the footer to invite visitors to contact them. Their call to action in the footer is “Just reach out. We are here to help." And that simple copy makes a real impact on user sentiment.
They say you can't judge a book by its cover. Everyone know that's a moot point anyway—our brains can't help but process every bit of visual information we take in. Where that matters the most is your website. You can have the best product or the best service in the world, but if your website is confusing or difficult to use, it won't convert customers. Some of these UX tips may seem obvious, but it's the sort of stuff that gets lost in the weeds while designing a website. A well-designed website is part of your product experience. It's worth taking some time to consider it from the user's perspective.
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