The negative consequences of an unoptimized user experience are numerous. This is why web design must occupy a central place in your strategy.
You can consult the white paper “UX design: 10 points to boost the conversion rates of your website “to discover all the techniques to use to achieve your goals thanks to UX design.
There are, more generally, major principles to remember to improve the user experience of your site:
Technical performance: you must present a successful website. This means fixing potential bugs and making sure pages display quickly. Also pay attention to accessibility: the site must offer a satisfactory experience whatever the web browser (Firefox, Chrome, Opera, Edge, etc.) or the medium chosen (mobile, computer, tablet). Also consider offering navigation options adapted to people with disabilities (blindness, deafness, for example).
The ability to provoke positive emotions in the visitor: your site must offer a pleasant experience, which makes you want to discover the content and come back. The better the user feels about your site, the more likely they are to buy a product or fill out a form.
Ease of use: this is to optimize the ergonomics of your site. The simpler and more intuitive it is, the more enjoyable you make the experience. It is also decisive for visitors to be able to carry out specific actions.
Credibility: the content and form of your site form a cohesive whole that inspires confidence.
Usefulness: a site should not just be aesthetic or ergonomic, it should be useful for the visitor. Its added value (its ability to provide information on specific points, to offer sought-after products or attractive offers) is decisive in attracting the attention of visitors.
For example, imagine a site that sells food supplements. To increase your number of customers, you offer a free download of a guide presenting the different products and their benefits. By optimizing the UX design, you ensure that the CTA (Call to Action) is visible, highlighted and easy to understand. Thanks to your efforts, the visitor is in a positive state of mind, they are more inclined to trust you and to take action. He immediately knows where to click, what he will get by clicking on the link and how to perform this action (eg: by filling out a form).
User experience has a direct impact on your conversion rate. By adopting good practices, you can turn your website into a powerful conversion tool that will help you achieve your goals.
Looking for best digital marketing information?
HOW TO IMPROVE THE EFFECTIVENESS OF AN APP WITH A GOOD UX / UI DESIGN
