In this competitive and ever-changing digital landscape, organisations are striving for better online visibility and customer retention. For this having an optimised website and applications is absolutely crucial. However, it is essential to note that developing a website or a web app without acknowledging the evolving latest trends and neglecting the user experience will not lead you to favourable outcomes.
Usability Geek’s founder, Justin Mifsud, states that 88% of online customers are less likely to return to a website after having one bad website experience. Similarly, the end users are five times likely to leave the activities if the website or web application is optimised for correct use. This statistical data itself shows the significance of improving the user experience on websites, web applications, and mobile applications.
User experience includes different aspects of the interaction of end users with the product or services that considers its usability and reliability. To leverage those and make the website a robust tool for business growth, it is important to prioritise and improve user experience. Once you understand what elements play a role in improving user experience, you can explore user experience tools that will help you achieve your objectives.
As per the report of Forrester, a well-designed website with a good user experience can increase the conversion rate by 200% and go as high as 400%. Clearly, user experience plays a pivotal role in the success of your website, product web app, e-commerce website, or mobile app. Hence, by enhancing the user experience, you can make it easier and more enjoyable for visitors to complete these desired actions, thus increasing the conversion rate.
Therefore, if you desire to convert your website, visitors or users, dedicating careful attention to user experience and overall web design is imperative. In this article, we will discuss the 15 different ways to improve the user experience of your website and mobile app. So let's get started.
The term user experience was coined by Don Norman and refers to the experience of the users while interacting with a product, system, or service. User experience addresses the requirement and expectations of the end-users for the UX design. Let us take an example of a tax-paying website. If the website gives simple, user-friendly, and hassle-free filling of forms and paying tax, the user experience will be positive. Similarly, if that website is complex and problematic to navigate, with a cluttered interface, or keeps getting stuck, the user experience will be bad.
“UX is impact” - Austin Knight, senior UX designer, HubSpot
To deliver a better user experience, marketing, product, and design teams must have their end user’s pain points on their tips. They also need to continuously take feedback and monitor their behaviour to optimise the product or website. An improved user experience will ultimately lead to user satisfaction, better engagement, and higher revenue.
Here are the key points one needs to focus on to improve the user experience:
Now, let us understand how to improve user experience on websites and mobile apps in the next section.
We know from the above discussion that creating a seamless and enjoyable user experience is crucial for the success of your digital product. To understand how to improve user experience, let's take a look at the following best ways:
In order to ensure an improved user experience, it is crucial to have a deep understanding of your customers before implementing any components. These components can be any user interface elements, features, content, design elements, or any other building blocks that contribute to the overall user experience. Conducting research to familiarise yourself with your users' habits, skills, and needs is essential for mapping out their journey.
To know the target customers, you can use the approach of gathering and analysing data from different types of sources, such as customer interactions, surveys, user behaviour tracking, website tracking and market research. You can also seek feedback on your site or app from different customers. This will help you identify any underlying challenges that customers are facing while engaging with your website or app. Teams that know their customers create products that thrive; after all, there is a cost for ignoring your customers.
Knowing your users better can greatly enhance your design process and knowing what to build, leading to a better user experience. Here are a few ways to understand your users can help you:
Seek feedback on your product from both current and prospective users to identify the challenges they are facing and how they would like them to be addressed.
When designing the user experience, it is important to rely on qualitative and quantitative data about your potential customers. Using session replays can help you gather information on how your users are behaving on your app or site and what’s making them drop. It’s a good idea to understand session replay in and out and even explore the session replay tools in the market. For this, you refer to the session replay guide to have a better understanding of the recording and reviewing of user sessions on a website or application.
One of the most used session replay tools is Zipy which can be used to improve website user experience.
Monitoring users is one of the best ways to enhance user experience across both the website and the application. Here, user data is collected and analyzed by the organization and using such data; it is easy to gain insight and information on their behaviour, preference and pain points. What is done by this information? It's simple; this information is used to make an informed decision to improve user experience to align with the user’s needs and expectations.
Real User monitoring is a crucial part of monitoring users; it allows product managers and marketers to evaluate every action of their website visitors and existing users. This is also referred to as real user measurement, real user metrics or end-user experience monitoring (EUM). This helps in observing user behaviour and reaching real conclusions which could not be derived from data alone. To track your users you can go for a product and website monitoring tool. Let us now understand how to improve the user experience by analysing the benefits of real user monitoring.
Here are the benefits of real user monitoring:
User monitoring tools like Zipy have way more to offer. It even supports error monitoring and debugging tools. So that once you identify the gaps, you can even get them fixed. Sign up for a lifetime free plan.
Zipy combines session replays and error and performance monitoring to track user behaviour on your site and product.
User monitoring tools help you:
A user monitoring tool can be your partner in identifying gaps and getting them fixed for a super smooth user experience.
Undeniably, one of the most crucial factors that cannot be emphasised enough is the loading speed of a website. As reported by the 2023 Statista Survey, a mere additional five seconds of page load time can result in a staggering 26% increase in website abandonment rate. To prevent your website from being abandoned due to a poor user experience, it is imperative to prioritise page speed optimization. Consider implementing the following measures:
In the present day, we find ourselves surrounded by various devices with screens of different sizes. Almost everyone carries a smartphone, making mobile devices the primary means of web browsing. Neglecting mobile optimization can result in a fivefold increase in website abandonment, effectively shutting out a substantial number of potential customers. Therefore, if your website lacks responsiveness and mobile-friendliness, you risk losing a significant number of users.
You can use the following strategies to ensure your website is responsive and mobile-friendly:
It is essential for the design to adapt seamlessly regardless of the screen size of the device being used. Nowadays, many designers adopt a mobile-first approach in their UX design process.
Calls to Action (CTAs) prompt users to take particular actions that allow for easy navigation, stimulating conversion. It is crucial to have prominent CTAs on every page of the website and even within web and mobile applications.
A call-to-action (CTA) directs your audience towards the next action they should take, instilling a sense of urgency. Typically presented as a clickable link or button, it guides users to the next stage of their journey, whether it involves signing up for a download, booking a demo, or making a purchase.
Consistency refers to the harmonisation of heading sizes, colours, fonts, buttons, illustrations, and spacing throughout your website. Adopting consistent design elements ensures coherence in your website's and application’s overall appearance. Sudden and drastic design changes can confuse your visitors, while consistency helps establish brand credibility and awareness.
By employing consistent design and messaging across all your marketing and sales channels, your brand becomes more recognizable. Here are the ways that can be used to achieve consistency in product and website design:
Errors and user issues are common in tech products. However, marketing and product teams must ensure that they are fixed right away to maintain a smooth digital experience. This requires regular error monitoring and prompt bug fixes to ensure that your website and apps are fully functional.
Error monitoring is the process of where you detect, report, analyse and debug errors found in the product. With this approach, you will be able to ensure that your software product maintains stability and quality. This image shows how error monitoring tools can track errors on your product while giving you the flexibility to filter, segment, and manage them
Here are the key components of error monitoring:
It’s best to go for an error monitoring and debugging tool like Zipy to identify, manage, and resolve errors in your website and app. It allows you to track your users in real-time by recording their sessions, monitoring errors, and helping your development team resolve issues. It’s a complete package for end-to-end error monitoring and digital experience. And you can try Zipy for free.
The errors captured in Zipy can be easily analysed on the basis of frequency, error type, error message, and more. To top this, your engineering team can use Zipy to debug these errors and customer-reported issues with advanced dev tools.
You can enhance the readability and clarity of your website pages and apps by simply introducing white spaces in the right places.
While it is not imperative for the design background colour to be white, the essential aspect is that it specifies the space between elements on your website. By incorporating whitespace, you introduce simplicity and elegance to your web pages.
Here are a few techniques to leverage whitespace in order to elevate the user experience (UX) of your website and app:
By implementing these strategies, you can effectively utilise whitespace to optimise the design and usability of your website.
When considering UX design practices, one of the first things that comes to mind is its design and layout. However, it is crucial to pay attention to UX writing and clarity of written copy as well.
Ensure that your messaging and text on CTAs are user-oriented and easily understandable. Here such content mainly includes the heading, button, CTAs, instructions and other written content. It is always advised to avoid complex words or excessive terminology that visitors or users have to search for. This will help the users to grasp the content effortlessly. But you may question, how can it be done? Here is the answer:
Testing the software or application is a crucial aspect of the development process as it helps ensure its functionality and performance as per Software Required Specification (SRS). It is essential that the developed application work consistently across all the browsers and gives a seamless user experience.
In the initial three months of 2023, mobile devices constituted 58.33% of the total global website traffic. It is essential to test the usability of your website on both desktop and mobile devices to ensure cross-browser compatibility. Strive for a responsive website that seamlessly adapts to any screen size, which we have discussed earlier in this blog.
Testing helps identify website and app issues early on so that you can address them promptly. It's best to test your product before pushing any changes live.
To get testing done, normally product managers and marketers work with software testers or quality assurance teams to identify gaps in the product. The engineering team takes up the role of fixing the identified issues.
Since company websites or blogs include fewer dynamic elements, testing them is usually easier. However, testing e-commerce websites or web or mobile apps can be more challenging. There are different types of tests designed to ensure that the different elements of the app, like usability, performance, security, and more, are working as planned.
There are many tests out there, but for now, we are introducing you to only the prominent ones:
Two out of three users abandon online purchases because a website fails to instil enough confidence in them to share their personal information. Security is a paramount consideration for any system. Even if a website employs outstanding security measures, it may still fall short of its objectives if users don't feel secure.
You can take these steps to communicate to your users or visitors that your digital product is secure:
Striking the right balance between security and user experience can significantly enhance trust among users.
Many website and app owners do not realise that user feedback can unlock new opportunities and even disclose prominent gaps, which can affect a large user segment. User feedback can help identify bugs and uncover usability issues that might otherwise go unnoticed. This is applicable to businesses of all sizes. Furthermore, engaging with your target audience in this manner can provide invaluable firsthand insights, which can be easily overlooked.
One effective method of gathering feedback is through online surveys. Consider utilising platforms such as SurveyMonkey, Google Surveys, QuestionPro, or SurveySparrow.
However, it is crucial to maintain an open mindset and be receptive to feedback from various sources. Once you adopt this attitude, feedback can be found in abundance.
For example, by thoroughly examining comments, you might stumble upon a hidden gem that prompts a complete redesign or sprouts into a game-changing feature.
404 errors commonly occur on websites which can negatively impact the user experience. Picture this- you eagerly click on a link, hoping to land on a page where you can take action, only to be met with a discouraging "Page Not Found" message. How frustrating that would be! 404 errors not only annoy users but also disrupt their seamless journey through a website.
If you're aiming to enhance user experience on your website, it's crucial to address your 404 errors. You can employ tools like Google Search Console to accomplish this and spare your users from encountering dead ends. It gives detailed reports on the identified URL with 404 errors and the primary sources for the broken links.
The reason for the occurrence of the 404 error could be several. For example, if the user gives the wrong or misspelt URL, the server fails to search for the corresponding page, which leads to a 404 error. In the above example, giving an incorrect URL is the main reason for the 404 error.
However, it may also happen that sometime website owners may reorganise the site or rename the page, which makes the server return a 404 error. Further, External websites may link to pages on a site that no longer exists or has been moved. When users click on these broken links, they will encounter a 404 error.
User metrics are a measurement of how users engage with your website or product and what marketing channels and strategies are working for different segments. Similar to user metrics, website metrics also measure analysing the user behaviour and effectiveness of websites. Let us learn those metrics in detail.
Typical metrics/UX Key Performance Indicators (KPIs) include:
Fully utilise the potential of user metrics as the data they provide is invaluable. You can employ metrics to comprehend user behaviour and club it with user feedback to validate ideas and improve user experience. To find user metrics, you can leverage Google Analytics (GA), which is one of the most robust website tracking tools and analyse website or application data. GA is able to track and access different types of user metrics, which mainly include number of visitors, traffic sources, user behaviour, engagement data, and more.
In order to leverage the user's experience, it is important to follow established norms. For instance, your header logo serves as the optimal point for users to return to your homepage, acting as a guiding beacon for lost visitors. By clicking on it, they can easily start afresh.
Similarly, you can enhance user experience by focusing on other common web design standards that facilitate easy navigation and help users find what they are looking for:
Let us understand the need to improve the website user experience by taking an example of an e-commerce website. The site needs to function in a way that most sales are done.
One of the cases where user experience can be improved is the checkout process on e-commerce websites. These days the majority of online shoppers find the checkout process to be really difficult and time-consuming as they have to add much information, which can lead to frustration and cart abandonment. Here are two examples showing this issue:
From the website user experience examples explained above shows that improvements in these areas can significantly enhance user experience during the checkout process. Simplifying forms by only asking for essential information and providing a guest checkout option can streamline the process, reduce friction, and encourage more successful purchases.
Complicated forms and mandatory sign-ups don’t just impact e-commerce sites but can be applied to any website or application. The key lesson is to extract only the pertinent information and eliminate any obstacles from the user's journey.
Creating an improved user experience involves ensuring that your product resonates with your users and solves the problem they are facing in a straightforward way. Essentially, a well-crafted UX guides website visitors and product users towards the information or action they need, while eliminating any obstacles in their path. Although the objective may be universally recognized, achieving it can be somewhat challenging.
If users cannot reach to something, it might as well not exist for them. Now this could be because of broken navigation or a broken form. Both compromised design and code issues lead to a compromised user experience. As business owners, managers, product managers, or marketers your goal should be to build interfaces and interactions that are intuitive and functional.
The ways to improve UX we have discussed in this blog will help you uncover elements that resonate with your target audience, figure out what's not working, and make your design and navigation effective.
If you have any more questions feel free to reach out to us at email@example.com.
Improving user experience is a multifaceted endeavor that involves understanding and addressing the needs and challenges of the users. It's about creating a product that is not only functional but also delightful to interact with. This can involve simplifying navigation, speeding up load times, making interfaces intuitive, and ensuring accessibility for all users. Zipy.ai contributes to this process by offering tools that pinpoint areas where users may encounter issues. Through its Session Replay and Real User Monitoring features, Zipy provides insights into user behavior and interaction patterns. This data allows teams to make informed decisions and targeted improvements, ultimately enhancing the overall user experience.
Developing user experience (UX) is a multi-faceted process that involves understanding user needs, designing engaging interfaces, and creating seamless interactions. The process begins with research to gather user insights, followed by design and prototyping. Continuous testing and iteration are key to refining the UX. Zipy.ai plays a pivotal role in enhancing UX by providing tools like Session Replay and Real User Monitoring, which offer real-time insights into user behavior. By analyzing user interactions, Zipy.ai helps in pinpointing areas for improvement, making it an invaluable asset for UX developers aiming to improve user experience.
The five elements of user experience, as conceptualized by Jesse James Garrett, include Strategy, Scope, Structure, Skeleton, and Surface. Each layer builds upon the last, forming a complete experience from the abstract to the concrete. Strategy refers to user needs and business goals; Scope defines the features and functions; Structure is about the design and system organization; Skeleton involves the interface, navigation, and information design; and Surface is the visual design of the final product. Zipy.ai enhances these elements by providing insights and data through its analytics tools to improve user experience. With Zipy, teams can understand user behaviors, refine strategies, and scope, and optimize the structure, skeleton, and surface of their products based on real user data.
The four fundamental steps of user experience are understanding the user needs, designing the solution, prototyping the design, and evaluating the outcome. Zipy.ai enhances each of these steps by offering tools that improve user experience. Through its Real User Monitoring and Session Replay features, Zipy captures and analyzes user interactions, providing insights into user needs and behaviors. This data informs the design process, ensuring solutions are user-centered. Prototypes can be evaluated using Zipy's analytics to see how real users would interact with them. Finally, continual evaluation is supported by Zipy's comprehensive error debugging and performance tracking, ensuring the user experience is always at the forefront of product development.
A good user experience (UX) is characterized by intuitive design, ease of use, and the satisfaction that users gain from interacting with a product. It encompasses a seamless journey from start to finish, with every touchpoint designed to meet the user's needs and expectations. Zipy.ai plays a pivotal role in improving UX by offering tools that allow businesses to observe and analyze how users interact with their products in real-time. With features like Session Replay and Real User Monitoring, Zipy.ai provides insights into user behavior, highlighting areas where the experience can be enhanced. This focus on user-centric data makes Zipy.ai a valuable ally in crafting a user experience that is not just good but exceptional.
Zipy provides you with full customer visibility without multiple back and forths between Customers, Customer Support and your Engineering teams.