Website users can become your potential customers if the experience they get while they navigate through your website is such that it creates a good impression of the company. You need to understand the user’s lifetime on your website to know what is stopping them from becoming a customer. Why are some not becoming a customer? Are they unable to find answers to their questions or cannot figure out how to check out the cart items? UX design agency San Francisco can help you find and apply the best practices.
When users struggle to use the website, they may decide it is not worth the trouble and exit the site to never come back. On the other hand, when you create a seamless experience, you will see more successful conversions and repeat users, which will lead to higher revenue.
Hence, it is essential to measure your website’s UX and work towards improving by using the following methods.
1. Track Page Views and Time Spent on Page
If users are spending time on your site, it is a promising sign that the content is interesting and easy to navigate. They are enjoying the experience and deciding to stay and visit multiple pages.
Typically, you would want the users to stay on a page until they can gain enough information from that page to proceed toward the call to action buttons that take them to the sign-up page or the cart to checkout. Users spending a long time on the page is also problematic as it may indicate that some changes need to be made. If a user spends a long time on a page and chooses to leave the site, you need to rework the page to improve its UX.
2. Run a Survey
Run a website survey to measure how many visitors are satisfied with the website’s UX and what improvements they hope to see soon. Ask them about their willingness to recommend your product or service to other potential users and if you have been successful in solving their problems. Learn How To Get Survey Participants to run a UX feedback survey successfully.
3. Check User Navigation to Learn
Understanding how users navigate through the site helps measure the UX of the site. This way, you can understand what attracts your target audience and what pushes them away from the site. This will tell you what is more popular with the users and what they choose to do next. These insights help you tweak the website’s UX based on your desired user outcomes.
4. Track Page Load Speed
If you want the user to stay put on the site, the page needs to load quickly. Internet users’ attention span and patience are getting shorter and shorter, which means you need to boost the page speed to grab their attention instantly. One of the primary reasons for increased bounce rate is higher page load time, which needs to be significantly reduced. This affects your search engine ranking and the overall UX of the site.
5. User Interaction With Forms
Website forms are a common way for customers to contact you. They sign up by sharing their information, asking for quotes, or agreeing to share information for special offers. Customer data is really valuable; hence creating these interaction forms needs to be done carefully. Keep it short and crisp, and ask for the required information only. Usually, users bail on really long forms as they do not have that much time or patience.
The Bottom Line
When you build your company’s website, you may feel you have done most of the work, but maintaining the website is a more challenging task as it cannot stop. The design elements need to be modified based on the results from the best UX research tools and user feedback, and conducting a few A/B tests is a must to understand what works the best to improve customer conversion rate.