Financial Data
Updated 30 Mar 2020

The fundamentals of improving your website's user experience (UX)

Your website has the potential to be your most powerful asset and marketing tool. But, evolving technology can outdate your site so a redesign is ideal. Do you have the time and money for this? Here are some tips. 

Andrew MacKenzie, 24 June 2017  Share  0 comments  Print

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All the answers to your unique business lifestage questions

White space

White space isn't 'unused real estate', but essential to good design: it makes content legible and enables users to focus. It can also make your website feel open, fresh and modern.  If your branding is consistent with this, it helps communicate that message.

Page speed

Users don't want to wait. If they do, they bounce. Google offers a free service where you can get information on your page speed, and offers suggestions to improve load time.

Calls to action

Clear calls to action enable users to navigate your site and get to where they want quickly, and users are accustomed to visual cues to find content. When creating buttons think about colour and its psychology. 

Researchers experienced an 11% rise in clicks to the checkout area of a retailer's website when testing colour and messaging variations. Think about what you want to communicate and choose your colours wisely. 

Also, consider word choice. Choosing the right word or psychological trigger is vital. So, make your words bold, time-sensitive and action-oriented. 

Hyperlink differentiation

Make sure links are easily identifiable. Researchers found that regular web users see blue and underlined text as links and know to click on them. You don't need to re-invent the wheel, as sticking to convention can be your best ally.  

Related: Create brand experiences to build lasting customer connections

Use bullets

  • Bullets allow users to get information quickly and will make your proposition more attractive.

Use images wisely

Users immediately recognise images they have seen elsewhere, or that resembles the non-personal style of stock photography. Using stock photography can decrease trust and stands out as generic. Unfortunately, these associations carry over to your brand. Only your images can convey your brand and speak to potential customers. Use images strategically and to support content, and make sure they are relevant and non-generic.

Well-designed headings

Your headings should be driven by what potential customers are seeking and should include keywords to attract the right audience. Search engines typically give headings more weight over other content, so choosing the right title and making it stand out can improve your ‘search-ability’. But, more importantly, headings makes it easy for users to scan and find content that speaks to them. 

Keep your website consistent

I'm talking: font and choices, colouring, button styles, spacing, design elements, illustrations, photos, etc. Your design should be coherent between pages, and for users to know they are still on your website. Design changes from page to page can leave users feeling lost and confused, and it lowers the perceived quality of your products/services.  

Related: 7 Tips for feeding your website’s need for speed

Catch your 404s

While search engines don't punish you for 404s (page not found), a user will. When a user approaches a link, they are expecting to be taken to where they want to go. To check if you have any 404s, you can set up Google Webmaster tools on your website and check crawl errors.

Be responsive and mobile-friendly

Technologies have advanced to meet our needs to be mobile. It is imperative that your website is mobile-friendly and easy-to-navigate no matter the screen type.

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About the author

Andrew MacKenzie

As the chief cat-herder of a team of creatives, Andrew has to constantly maintain an objective view on creative concepts, always aiming at big ideas that work for clients. He relies on almost two decades of experience, from his junior designer beginnings through to his current speciality – through-the-line advertising. A people person to his core, Andrew’s skill is drawing the best out of the creative teams he oversees. And how well is he doing it? We’ll let the awards speak for themselves, from the pinnacle of local and international awards shows, including wins at the Loeries, Assegais, Clio's, Epicas and Cannes to name a few.

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