Optimizing User Experience: Part 2: Websites


You already know what, let’s find out how.

Blog // 04.26.2019 // Optimizing User Experience: Part 2: Websites

ux design infographic

You already know what, let’s find out how.

Remember how excited you were to discover that your favorite movie had a sequel? Do you also remember how justifiably angry you were when it failed to meet your expectations? Well, rest assured that this part 2 won’t break your heart. In fact, we want to better enable you to identify, categorize, and obtain the necessary skills to improve user experience (UX as it’s commonly referred to).

Yes, that phrase is back, but this time we’re going to dig a little deeper than we did last time (missed our first post on UX? Not to worry, we’ve linked it right here for you!).

Now, a quick refresher…

User experience relates to a more holistic approach to building and maintaining your brand—on and off the web—that recognizes how people implement the digital realm in their daily lives by using the appropriate user studies, demographic knowledge, behavioral analyses, and industry-based solutions to create an efficient and smart experience for your customers.

As a business, you are challenged with analyzing your company’s entire brand to see where it fits into the trends of today’s best-selling products. Then, creating a seamless user interface that allows your customers to receive a heightened experience using the power of your digital presence.

But, how do you know if you’re anywhere near hitting those marks? You test for it!

yetter website ueser experience design done by mcdaniels marketing

What is usability and how can I quickly test for it?

Usability refers to the degree that a software (website or application) can be used by a consumer to reach measurable goals to be as effective, aesthetically pleasant, and user-friendly for optimal customer satisfaction.

The usability of your company’s website makes all the difference between a well-integrated digital presence and a frustrating experience for the consumer.

Susan Crisler, Account Manager for McDaniels Marketing, explains “There are a number of different aspects we try to take into consideration. The first and foremost is the audience.” Beyond that, your usability test should include some of the following:

  • What is the overall goal or actionable item that you want the website visitor to do?
  • What is anticipated to be the most predominant traffic source for your audience – mobile, desktop, combination?
  • How does your menu navigation operate between mobile and desktop?

Susan adds, “Home page layout is a critical factor in successful UX.”

A professional team of digital experts would recommend using A/B Testing. “This means testing 2 different layouts against each other and see which layout essentially has the most success on what you are benchmarking.”

center for prevention of abuse user experience example done by mcdaniels marketing

What if you need a quick way to test your site’s UX? Use these general pointers to see if your UX is on par.

  • Learnability – Does each link bring the user to the appropriate place? Does the search feature bring up appropriate results? Can users accomplish basic tasks?
  • Efficiency – Is there a ton of lag time in between an action and your site’s response? How quickly are tasks performed?
  • Memorability – After some time, can your user return to your site and feel comfortable operating within it? How easily can they reestablish proficiency?
  • Errors – Does your website have any spelling, grammatical, or structural problems? How many? How severe? How easily can you recover from those errors?
  • Satisfaction – How both aesthetically pleasing and user friendly is your site?

Susan explains, “You can design a very pretty site but if someone can’t find the information they are looking for quickly and easily then they are most likely not going to return to your site again. Your design needs to support the function of your website.”

person mapping out user experience

What are some key aspects to increasing user experience?

The intricacies of owning your digital market go beyond even your wildest guesses, but some surface level changes that can push your brand into the right direction include:

  • Consistent branding
  • Utilization of clear calls to action
  • Creation of content fit perfectly for your consumers
  • Consistent checks for broken links, spelling mistakes, refreshed content, and meta-descriptions, among other SEO tips & tricks

 Be honest… did you find your site to be lackluster in some areas? That’s okay! You are the master of your company culture, brand, and product best-sellers. The UX skillset is so detailed and constantly changing that an entire career is built upon it. So, there are people educated, experienced, and eager to take your UX to the next level!

Incorporating UX practices will boost your digital presence while building your brand equity. But you don’t have to take on this adventure solo! A team of dedicated, cutting edge, and quick-witted people stand ready to deliver a full-on user optimized experience. Are you ready?

 

Take your brand to the next level with McD Digital, contact us at tony@mcdmarketing.com or (309) 346 – 6974.

McD Marketing
UX, usability, user experience