User experience will always be the key to success in today’s digital world.
When your customers click on your website, they want an experience that’s straightforward, engaging, and personalized to them. When your clients don’t get these things from your company, there’s absolutely nothing to stop them from hitting the back button and visiting a competitor instead.
In fact, up to 1 in 3 customers will stop buying from a brand that they loved in the past, just because of one bad experience.
A big part of making sure that your website is set up for success is making sure to include all of the right features, from an informative blog to an easy checkout process.
However, you also need to think about the things that you need to remove from your digital storefront too.
Here are just some of the top things you can cut from your website to deliver a better UX.
Distracting Social Media Icons
Social media can be an excellent way to advertise your business and build trust with your target audience. However, when your customers visit your digital storefront, they don’t want to be overwhelmed by the brightly-colored icons at the top of your screen.
Remember, social media campaigns are there to pull people towards your website. When you plaster buttons across your website, you’re pushing people away from your company instead.
If you must put social buttons on your site, then you should be placing them in your footer – where your customers are likely to look for extra information about your company. You can also consider including them on your about page.
Another excellent location for social media links is in the “thank you” page after someone buys an item. You can get your customers to share information about what they just bought on social media, which is excellent for social proof.
Or you can just ask them to follow you for future discounts, increasing your chances of recurring purchases.
Large Images and Videos
Although carousels of pictures, videos, and other visual tools can be a great way to engage your audience, they can also drag down the performance of your website.
All websites should have at least some visual appeal, but it’s important to find the right balance between making your site stand out and giving your customers too much information to deal with.
Excessive numbers of pictures on your website will slow down its performance and make it more likely that your customers will bounce away from your site.
Make sure that you compress the images that you’re using before you load them onto your website to reduce the impact that they have on your performance.
At the same time, avoid using any stock images whatsoever. These make it a lot harder for you to gain the respect and trust of your target audience because they make your business appear inauthentic. Stick to a handful of genuine, branded pictures instead.
Moving through your website to find information, products, and even contact details should be a streamlined process for your customer. If your website is difficult to navigate, then all the SEO and digital marketing efforts in the world aren’t going to get you sales.
Ultimately, your customers expect shopping online to be an easy process. They want an easy-to-see navigation bar that takes them straight to the pages that include the information that they need, and they need that navigation to work just as well on mobile as on a desktop device.
Remember, your entire website needs to be formatted to mobile standards, so your customers can feel comfortable browsing from anywhere.
Make sure that any buttons are easy to tap from a smaller screen and choose font and color combinations that make your website as legible as possible.
Remove any clutter from the pages that might make it harder for your audience to find what they need. This includes huge chunks of unbroken text, animations, and even widgets like count-down clocks.
Your Funnel Doesn’t Flow
Too many options on a website or landing page can be a double-edged sword in the business world. While it’s nice to give your customers some variety, you need to avoid presenting them with too many options.
The more information your customers have to process, the harder it is for that client to decide what they should do next.
Create your web pages with a consideration of the buyer journey in mind. Think about what will attract your audience to your pages, and what they’ll want to do next.
The checkout process should be as straightforward as possible. But if you want to increase your chances of upselling, you can consider offering a few other things related to their purchase.
The golden rule still applies here—don’t overdo it. You don’t want your customers to get lost exploring hundreds of unrelated products and forget about what they’ve come to buy in the first place.
A good inventory management system can help you simplify the decision of what extras to offer. For one, you can identify fast-selling and popular items so you can replenish your stock regularly and only offer items you have ready to ship.
Additionally, using the insights from your inventory system, you can see which items are often bought together, bundle them, and maybe even throw in a small discount.
This will give you a chance of boosting sales, while your customers are offered only a selection of items they might truly be interested in and most likely to purchase.
Finally, remember that your website is the first opportunity your customer has to get to know your business and what it stands for. This is your chance to show off what your brand is, and what kind of mission you’re driving before.
Every aspect of your website should consistently send the same message. With that in mind, it might be worth conducting an audit of your pages. Browse through your site and ask yourself if there’s anything that diminishes the experience you want to provide.
If you’re a professional banking brand, for instance, a section full of social media posts at the bottom of your page might not give the right impression. Perhaps you could switch it for a section with testimonials from happy clients?
Make Your Storefront Shine
Your digital storefront is a crucial component in your path to success. It can make or break your chances of earning a profit and determine whether you’ll end up with loyal clients or not.
When you’re building the perfect website, don’t just think about the features that you need to include.
Consider the things that you should remove too.
Jen McKenzie is an up-and-coming author from NY. She writes on business, marketing, and HR subjects. When not at her desk, you can find her taking long strolls in the countryside or enjoying her free time brushing up on photo editing. You can reach Jennifer @jenmcknzie