There’s a reason we repeatedly eat at our favourite Thai restaurant. It’s the reason we always go to the same hairdresser or coffee shop. These businesses have created a positive experience in our minds, which we repay with loyalty to their brand.

It’s no different in the digital world. Clever design, mobile friendliness, accessibility, speed and usability are all key to a great consumer journey, or user experience, known as UX.

User experience is the technical term that covers all aspects of a customer’s interaction with a company, its services, website and products. And providing a smooth digital journey for users is not without its challenges.

But by following our quick tips below you can effortlessly improve UX and avoid the most common mistakes, leaving your customers engaged – and coming back for more.

Do: Be mobile-friendly

Smart phones are now the most popular way to browse the Internet so make sure your site is geared up for a positive UX.

Don’t: Underestimate the power of design and usability

If your website doesn’t work properly on mobile devices, you will be left behind for one that does.

Do: Imagine you are the customer

Try to experience the user journey through their eyes to see what’s missing. At Zanzi, we like to ask four key questions at the beginning of the customer journey:

  1. How many steps does the customer need to take between reaching your website and purchasing a product?
  2. How long is each step?
  3. How many choices must he/she make?
  4. How hard are theses choices to make?

Don’t: Crowd your website with content, navigational options and unnecessary calls-to-actions, with no clear signalling as to where to go next

The customer will feel overwhelmed, confused and frustrated. They will quickly leave the website – and they won’t be back.

Do: Help the customer find what they need – and quickly

We’re busy people. We don’t have time to waste scrabbling around on a website. And every fraction of a second a visitor spends waiting for your site to load, their frustration grows and that is aimed at your brand.

A slow website will also damage its ability to rank well in Google. You can read more about that here.

Don’t: Send your customers down rabbit holes or leave them stuck on one page

Big juicy calls-to action cannot be underestimated. Make it easy for them to sign up to your newsletter, a free trial or make a purchase.

Do: Optimise images

Make sure you’re not making your customers download a gigantic image that’s only being used as a tiny thumbnail.

Don’t: Use cheesy stock photography

It instantly devalues your website. Rather than use a generic image of someone in a call centre for your ‘contact us’ page, use a photo of your actual team. Not only does it personalise your website, it sets you apart from the competition.

Do: Invest in well-written and clear content for your website

Your customer should be able to work out what your business does just by reading the homepage.

Don’t: Forget to proofread content

Poor grammar, bad spelling and typos looks unprofessional and will not sit well with your customer.

Do: Make navigation easy

At Zanzi, we think navigations with more than five tabs are hard to read. If you need to, split your navigation into two separate lists.

Don’t: Include a long row of very similar-sounding tabs on your website

This is your chance to draw in visitors and to turn them into customers, clients and friends. Try and see it through their eyes so you can make the best of it!

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