Why UX Is Critical

Why UX Is Critical

Guest Column

By Mark Itzkovitz


Let’s examine UX, or user experience. According to Nielsen Norman Group, a leading evidence-based user experience research, training and consulting firm, “User experience encompasses all aspects of the end-user’s interaction with the company, its services and its products.”

You want potential customers to have a positive experience when they visit your website. For this to happen, you must be well versed on the needs and goals of your target audience.

The initial focus for strong UX is to ensure you provide exactly what your audience needs. If a potential customer comes to your website and doesn’t find what he wants within seconds, he likely will leave for good.

You can have the most user-friendly site on the Internet, but if you don’t provide what your audience is seeking, you’ve missed the mark.

That’s not to say that having a simple, clean, easy-to-use interface is unimportant. User interface is a key component of UX and can have a measurable impact on the success of your website. The easier your website is to use and navigate, the more effective it will be.

Here are five tips to enhance your website’s UX:

  • Make sure your site has a fast load time. If visitors have to wait more than two seconds for your page to fully load, you have lost them. Today’s tech-savvy audience is accustomed to immediate presentation of the content they want. Pingdom.com is a site we use to test page load times. Custom WordPress themes can add overhead to the load time, so be sure to streamline the implementation if you use a theme.
  • Make sure that website users can easily tell where hot spots (clickable links) are on your pages. If it’s not clear where to click to get to valuable content, site visitors soon will find the content elsewhere.
  • Use lists and bullets so the content is organized and easily consumed.
  • Make sure the UI is consistent throughout the site, and use industry-standard elements so the site is easy to navigate.
  • Test your site for broken links regularly to avoid broken links and 404 errors. If a user gets to a 404 error message, which means the page linked to is broken or does not exist, your site will lose credibility, and your visitor will leave and probably not return.

For more information, visit http://wtmarketing.com.

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