Three Ways to Improve Every Visitor’s Experience
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You have a website. Great. So does every one of your competitors. How do you stand out? Simple: improve every visitor’s experience every time they visit.
What does that mean? “Improvement” means something different for everyone based on the particular niche they’re looking to scratch. Here are three broad ideas that almost any site can use to deliver a better user experience every time.
The easiest and usually least expensive way to improve the user experience is to add more content. These could be articles (like this one), photos, success stories, etc. Whatever your users come to you for, that’s what you should concentrate on adding. The new materials should be prominently displayed and easy to find.
Your next target should be your site’s interactive elements. Are they as simple as they could be? On your forms, for example, are you asking for any information that you don’t really need? If you are, you’re probably losing potential customers. You should take the time to review your signup, inquiry and/or purchase processes on a regular basis. If you see something that can be simplified, jump on it.
Finally, you should look at your overall design. Is it still valid? If it is, don’t touch it. If parts of it are still valid, address only those parts that need work. A complete site redesign will usually be the most expensive change you can make. It will probably force you to touch almost every page and to rethink questions you decided ages ago. This is not to say that a complete redesign never makes sense. Sometimes sites are like old, dilapidated houses that just need to be torn down and replaced. More often than not, though, elements of the old design can be tweaked to give the site an up to date look and feel for less cost and with less risk.
Regardless of the industry you work in or how big you are, the people who visit your website spend most of their time elsewhere and judge your site accordingly. A regular improvement program is a great way to make your site stand out.
Remember: Don’t wait-update!