When you’re thinking about website design, it’s easy to get bogged down in the technical aspects of SEO and forget that, at the end of the day, it all boils down to the UX – whether visitors are going to find what they want without friction or frustration, or whether they’re going to bounce within seconds because what your site just doesn’t stack up against their expectations.
But what really is a strong UX? We’re all guilty of tossing around buzzwords like ‘streamlined’ and ‘cohesive’ that seem to hit upon the heart of the issue but, when the time comes to put it all into practice, wonder what we really meant in the first place.
The difference between a streamlined UX and a bumpy ride to the finish
We all know how it feels to be battling against a website. Whether it’s a result of slow loading between pages, a shopping cart that spontaneously empties itself if you don’t checkout fast enough, or internal links have you consistently running up against 404s, a bad website experience ends one of two ways.
In one scenario, you get there in the end. The experience is memorable for all the wrong reasons, and you’re less likely to return to the site next time. In the other, you cut your losses and leave the site before you get what you came for.
Either scenario is far from ideal, particularly if it’s your site visitors are having that trouble with. Your website represents the strength of your brand; it reflects your core values and, to a certain extent, tells prospective customers how you rank against competitors.
The alternative is an experience that feels smooth, cohesive and more intuitively conceptualised with human users in mind. It’s not overcomplicated by flashy elements or under-optimised with just the bare necessities (and barely any sympathy for actual users).
When it comes to streamlining a website, developers need to consider:
- Navigability
Users shouldn’t have to search around for the page they’re looking for. These days, we all share some key expectations for all websites – say that the company logo should offer an easy link back to the homepage (and that it should always be in the same place on every page). It’s not worth trying to be innovative about these things; intuitive design knows what users will expect and falls in place accordingly.
Poor navigation is a key reason why users abandon websites, so step into your customers’ shoes and experience the website from their side as often as possible. - No repetition
If your website is easily navigable, you needn’t worry about repeating yourself across different pages’ content. Each page should serve its own unique purpose for readers and, to a certain extent, for keyword usage, too. You don’t want to blur the lines between one page and the next with content that circles back on itself or, even worse, contradicts itself.
Users navigate to particular pages with certain expectations, so make sure you’re meeting them as a priority. It sounds simple, but it’s easily forgotten. - Loading
Nothing gets us frustrated like a slow-to-load website. Most of us are only willing to give sites the benefit of the doubt for a matter of seconds before we give up, so don’t overlook the importance of speed for building a fluid experience. - No dead links
Internal links that navigate to non-existent pages make things feel amateurish and poorly managed. Don’t let something as simple as a broken link undermine your business. - A messy interface
Most websites use some sort of navigation bar at the top of the page to ensure users can get around easily but remember that less is more in this instance. You don’t need to pepper each page with multiple links to the same pages – trust users to make use of that bar at the top or side of the page, and keep everything else clear. - Inconsistencies
While your site’s aesthetic features don’t necessarily interfere with the mechanics of the UX, inconsistencies can make the entire experience feel disjointed, slapdash, and unpolished. If you update your company logo, make sure the entire site is updated at once; if you’ve got a specific colour scheme, make sure shade doesn’t differ between one page and the next; if you have a particular brand voice, keep it harmonious across the entire site.
Streamlining the user experience is about intuition. Website designers who know to keep their finger on the pulse when it comes to what users expect and want from websites will always produce the best possible results and avoid the design from getting lost in too much flair – or, alternatively, too much utility.
The overwhelming majority of internet users are far less likely to return to a website after a poor user experience. Don’t sabotage your own chances of impressing customers; work with website designers who understand the importance of a smooth UX, and who know how to build websites that users actually want to use.
