| Your website can be your most powerful marketing tool. It’s your 24/7 salesperson and should be the centrepiece of your marketing plan. A website can leave a lasting impression, which can be good or bad depending on the user’s experience.
Getting the user experience right can help give the business an uplift; however, getting it wrong can have a lasting negative impact. Web design trends are constantly changing; sometimes, staying on top of them can feel overwhelming. We have put together a few simple ways you can improve your user experience and make your website great again. If you don’t have the knowledge, time or skill, you should consider leaning on a web development agency in London. <h2>Page Load Time</h2> No one likes a slow-loading website, especially your prospective customers. In fact, on average, a 1-second delay in load time can cause a drop in page views of 11%. It may not seem like much, but that same 1-second delay can also cause conversions to drop by 7%. So what is considered an acceptable load time for a website? Well, anything between 2-3 seconds is good, and anything over that will likely increase bounce rates and lower conversions. There are many ways to reduce the load time of a website, but one of the easiest ways to do it is by reducing the size of the webpage. You can do this by reducing the amount of code or ‘minifying’ it. In basic terms, minifying compresses the code’s gaps and spaces to make the file size smaller. This process is quite technical and you will likely need to ask for help from a web development agency. A more simple way of reducing page size is by compressing the images. Compression can easily be automated with plugins if you use a CMS such as WordPress or Shopify to build your website. <h2>Optimise Your Website For Mobile</h2> More than half of all web traffic comes from mobile devices, and if your mobile is not optimised for mobile, then they are five times more likely to abandon the page. So just by neglecting your website, you are shutting out a huge pool of potential customers. There are bonuses of having an optimised website too. Google will crawl both your desktop and mobile version of your website. They index both versions, and you will get the SEO benefits. Here are some simple ways you can optimise your website to be mobile-friendly. ● Place buttons and CTAs in the centre of the page where thumbs can access them easily. ● Increase text size so it is more easily readable on a smaller screen ● If you are struggling, consider changing to a mobile-optimised theme. <h2>Clear Navigation</h2> Moving around your website should be a simple process. It should take users exactly where they want or are expecting to go. It’s worth checking that all your navigation links are working and accurately describing where they go. Users have an idea of where the navigation should go, and if it strays too far from the norm, they will become confused and leave the site. For this reason, we recommend keeping the navigation at the top. Breadcrumbs are also a great way of creating a navigational flow. Breadcrumbs are links usually at the top of a blog post or product page. They show a trail of where the user came from to end up on that page, hence the name breadcrumb. As well as providing a more positive user experience breadcrumbs come with added SEO benefits. Google crawls websites and breadcrumbs help them identify the structure of the site. This will lead to better indexing and, ultimately, an increase in search engine rankings. We have gone through some basic ways of enhancing your customers’ experience. There are many more ways to improve a website. If you are considering spending a significant amount of time or money in this area, we recommend getting some help & advice from a web development agency in London.
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