8 Ways You Can Improve User Experience On Business Sites

Last updated on Oct 13th, 2023 | 9 min

People expect websites to be intuitive, visually appealing, accessible, and fast-loading. Yet it's easy to miss out on these and, as a result, fail to deliver a positive user experience. Fortunately, you can easily improve user experience on your site with some simple practices and climb your way up the conversion ladder. 

From simple design changes to more complex strategies, we will discuss the 8 ways to enhance your site's usability. By the end, you’ll know how to create a website that users love to navigate and interact with. You’ll attract and retain more visitors and convert them into loyal customers

So, let’s get started. 


Why Is User Experience Important?

The ROI of UX
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User experience determines how well people will perceive and interact with your brand. 

Imagine landing on a website that’s cluttered, confusing, and takes ages to load, it’s frustrating, right? By keeping these factors in mind, you can make your user’s experience a lot smoother and more enjoyable and, in turn, encourage people to stay longer on your site. 

Think about your site like it's a storefront on a busy street. Just as a physical storefront needs to be clean, organized, and attractive to draw in customers, your website needs to be easy to navigate and visually appealing to attract people. 

Here are the 4 main benefits of improving user experience on your site: 

  • Reduced bounce rates: While bounce rates differ among industries, it keeps people anchored to your site. They'll dig deeper into your articles, click through various pages, and share your content with others, helping you reduce your bounce rate. 
  • Enhanced brand reputation: Reputation matters on these digital seas. A website with a stellar user experience speaks volumes about your brand. It shows that you care about your customers, value their time, and strive for excellence. Overall, it reflects the quality of your offer.
  • Increased customer satisfaction: When they find your site easy to use, informative, and visually appealing, they'll be more satisfied with their interactions. This satisfaction translates into a positive perception of your brand and a higher likelihood of repeat visits and recommendations to others. 
  • Improved conversions and ROI: A well-crafted user experience makes your site a breeze for users to navigate and take the actions you desire. Whether it's adding items to their cart, making a purchase, or filling out a form, a smooth and intuitive user experience removes obstacles and raises your conversions by up to 200%

Now, let's explore how you can turn your website around by developing your site with user experience in mind. Your site is just some steps away from being a more engaging, attractive site that people will love to use and interact with.


8 Proven & Tested Ways To Enhance Website User Experience

When it comes to user experience, you want to put your user at the forefront. This means that your site should be made easy in all aspects - navigation, purchasing, and finding information. Follow these 8 tried-and-proven strategies to make your site one that customers enjoy and can keep coming back to. 


1. Use White Space 

White space is the empty space you see around design elements on a site. Essentially, it helps to create a clean and visually appealing design by making your content seem less cluttered and overwhelming for your users. 

It doesn't even have to look boring. You can use it to draw attention to the most critical elements of your site like CTA’s, important messages, and headlines. For instance, take a look at Luxurymodo’s website. They’ve leveraged white spaces to draw user attention to the destinations they feature. 

White space example website

Remember to take your overall design when considering whitespace. It should work together with other elements, like typography, color, and imagery, to create a cohesive and visually appealing layout. 

Don’t be afraid to use color, either. Consider using light shades of gray or other pastel shades to create a similar effect.


2. Simplify Navigation

When users visit your website, they want to find what they’re looking for immediately. Your navigation encompasses everything from your menus, links, and buttons that users interact with to move around your site. If it’s too complicated, users will get frustrated and leave the site. 

So, how can you simplify your navigation and, in turn, improve bad user experience? 

Consider keeping everything straightforward, including your menus and buttons. The last thing you want to do is to confuse your readers, so avoid using complicated terminology or industry jargon. The labels on your site should also be clear and descriptive so people know exactly where to click. 

To make your navigation more intuitive, group related items together. This applies if you have multiple categories of products. You can create a drop-down menu that lists all of the categories in one place. You don’t want to overwhelm your readers either, so limit the number of items in your menu to the most important pages of your website. 

With the help of visual cues, like icons or arrows, you make your navigation more intuitive. For example, you could use an icon of a shopping cart to indicate your eCommerce section.

Website with simplified navigation
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An excellent example of a website that has simple and clear navigation is CleaningBusinessAcademy. The main menu at the top of the page is straightforward with only 5 options that cover the main areas of the website, so it’s easier for anyone looking for information to start a cleaning business. 

Plus, when you dive deeper into their website, you’ll find that it's easier to find the relevant content you’re looking for, with all of their cleaning tips under one main page. Their use of white space, clear typography, and minimal design also help people quickly find cleaning posts they're interested in. 


3. Ensure Accessibility

Accessibility means making sure that everyone can easily navigate and enjoy your website regardless of their limitations or preferences. Users will have different needs when accessing your content. 

For instance, users with visual impairments may require screen readers or magnifiers to browse through the website, while those with mobility impairments may rely on keyboard shortcuts to navigate around the site.

Either way, ensuring that your site is accessible will make it a welcoming place for all users and, in turn, increase your page’s conversions and engagements. 

Some essential elements that can improve accessibility on your website include:

  • Alt text
  • Color contrast 
  • Video captions
  • Keyword accessibility
  • Clear and concise language

Implement these features to improve your site’s accessibility and make it more user-friendly. This way, you can also reach a wider audience and improve your overall online presence. You can also leverage Google PageSpeed report. It features an accessibility score to help you identify areas you can improve on.


4. Use Responsive Design 

With more and more people relying on their mobile devices and tablets for internet browsing, responsive design is needed to stay ahead in today’s digital landscape. 

A responsive or user-centered design allows your site to adapt to different screen sizes, regardless of whatever device users are browsing from. 

Website with responsive design
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But how do you ensure your responsive design provides the best possible user experience? 

As mentioned before, a simple design will help your website appear less cluttered and, in turn, help online visitors navigate easily, regardless of any type of device they use. Determine which elements are most needed by your users and prioritize them for smaller screens. 

Although this may require you to make some adjustments to the layout and remove non-essential elements to maintain a clean and focused design, you should strike a balance between providing enough information and avoiding clutter. 

Also, consider using collapsible menus, hamburger icons, or other mobile-friendly navigation techniques to save space on smaller screens.

Essentially, your website’s typography should also be easy to read and large enough for mobile devices. Staying updated on these latest trends and considerations will help you improve your user experience and make sure your website is engaging on all devices. 


5. Optimize Page Load Time

No one likes waiting around for a site to load.  Slow loading times frustrate users and cause higher bounce rates. 41% of internet users expect a website to load in 2 seconds or less. If your website fails to meet users' expectations for application fast load times, it will harm the user journey, retention, and revenue. 

To make sure your page loads fast, minimize your HTTP requests. Each element on your page, including images, scripts, and stylesheets, requires an HTTP request to load. Minimizing the number of HTTP requests will speed up load time. Combining multiple CSS and Javascript into one can also help you reduce the number of requests. Watch this video to get a comprehensive list of techniques you can apply. 

Moreover, consider using a content delivery network (CDN). It distributes your website's content across a network of servers, so users can access it from a server that's geographically closer to them. This can decrease the distance that data needs to travel, which will help your site load faster.

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6. Provide Clear Call-To-Actions

Your calls-to-action (CTA) is the gateway to conversions on your website. They can make or break the user experience and ultimately determine the success of your website. Essentially, CTAs are the buttons or links that encourage users to take a specific action, like purchasing or signing up for a newsletter.
 
An excellent example you can look at is how the website Going.com created a clear and compelling CTA.

Website homepage CTA example
 

  • Simple & clear language: The phrase “Get free flight alerts” and “Sign up” are concise and to the point, which lets users know exactly what they will be getting and what they need to do to receive it. 
  • Prominent placement: Their CTAs are prominently placed in the center of their homepage, making it easy for users to find and interact with them. 
  • Eye-catching design: It stands out from the rest of the page because of its bright green contrasting color. This technique makes it more noticeable and increases the chances users will click on it. 
  • Value proposition: They offer a great incentive for the user to sign up and engage with the website. Their value proposition to the user - l receive free flight alerts is clear and compelling enough to propel people to take action. 

Overall, the website Going has a well-thought CTA that you can take inspiration from. Remember that the ultimate goal of a CTA is to encourage users to take a specific action, such as creating an account and purchasing. 

This goes for blog pages too. On Going’s how to find cheap flights guide, while they had some CTA sprinkled throughout the content, they had the header as a sticky, so there’s always a CTA no matter where they are on the page.

Hence use action-oriented language and create a sense of urgency. Action buttons like "Limited time offer" or "Only a few spots left," for instance, can create a sense of urgency and prompt users to act quickly. While phrases like "Sign up now" or "Join the community" are more effective than more passive phrases like "Learn more" or "View details”.


7. Keep Your Website Design Straightforward & Brand-Consistent

A well-designed website can make all the difference in how users perceive and interact with your brand and can even impact factors like bounce rate and time spent on site.

Fortunately, it’s not that hard to design a site that provides a positive experience - factors like keeping it simple, using consistent branding, and high-quality images can help you improve your site’s design. 

Consistent design in your branding is also key. When you use the same color scheme, logo, and typography throughout your website, you reinforce your brand identity and make your website more recognizable to people. At the same time, adding high-quality images to your site can help to break up text and make your site easier to read. 

Straightforward design
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Overall, a well-designed site is easy on the eyes and engaging. It’s simple, has a clear CTA, and gives your brand its name while providing a positive customer journey. If you can easily interact with a website with little to no distractions, you’ve found a well-designed site. 


8. Test & Iterate 

Improving the user experience on your site is not a one-and-done time of a task. It’s an ongoing process that requires regular attention and updates. Moreover, as technology evolves and user behaviors change, you will need to continually adapt your website to make sure it’s user-friendly and meets your audience’s needs. 

Hence, regularly test different aspects of your site (design, layouts, and features) and analyze how users respond to them. Ultimately, this proactive approach will help you to identify what’s working well and ensure your visitors will return to your site again and again. Here are tools you can use.

  • Google Optimize for conducting A/B testing, multivariate testing, and redirect tests. It allows you to create different versions of your web pages and see which one performs better in terms of user engagement and conversion rates.
  • Hotjar provides heat maps, session recordings, and surveys. It shows where users are clicking, scrolling, and spending time on your site. Session recordings help you identify how users are interacting with your website. Surveys can be used to directly gather user feedback.
  • Crazy Egg is similar to Hotjar, it provides heatmaps and session recordings. It also has A/B testing features to compare the performance of different design elements.
  • Adobe XD, a design and prototyping tool allows you to create interactive prototypes of web pages and apps that can be tested with users for feedback before the actual development begins.
  • InVision allows you to create interactive and animated design prototypes. It gets you a feel for the UX of a design, and it also allows for user testing and feedback.
  • UserTesting connects you with testers and provides video and audio feedback. You can watch them use your site in real-time, giving you valuable insights into how different design elements are working.
  • GTMetrix or Google PageSpeed Insights analyze your site's speed and performance. They provide reports and recommendations for improvement.
  • Screaming Frog is an SEO tool that can crawl your website to find any technical issues that may be hurting your site's performance.

Don't forget to analyze user behavior. Essentially, data integration platforms like Airbyte and Fivetran can help make this process easier and more efficient. You can also leverage Google Analytics to track user behavior, including ( how long they stay on your website and which pages they visit) to help you find areas for improvement. 


Conclusion

Enhancing the user experience on your site is like unlocking a treasure trove of customer attraction. With the 8 strategies laid out in this article, you'll craft a user-friendly website that caters to your customers' every whim.

Remember to keep your users in mind throughout the process because they will be the ones who will determine your website’s success. So, gather feedback, listen to their suggestions, and address any pain points they encounter. By Understanding their needs and desires, you can fine-tune and polish the user experience to perfection.

Improve user experience with a faster website. Install NitroPack today →

 

This is an exclusive guest article written for NitroPack.
Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement revenue-driven SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?

 

Lora Raykova
Web Performance Buff

Lora has 7+ years of experience developing in-depth, specialized content for SaaS companies in the CEE region. She has sourced and collaborated with subject-matter experts on site speed optimization for WordPress, Core Web Vitals, and the future of web performance. "If you can't explain it to a 7-year-old, you've not researched it well enough" is Lora's guiding principle when publishing professional insight for complex technical topics.