As a website designer for over a decade, I have worked both with agencies and as a freelancer, creating websites that not only capture the personality and vision of my clients but make it easy for users to find what they are looking for and be able to convert them into customers.
When it comes to search engine marketing, having a website that is properly optimized is essential, and part of this involves paying special attention to user experience (UX) which analyzes how visitors interact with the website.
I have seen beautifully designed websites in my day with various advertising campaigns running, and the user never makes it to the checkout page. Why? Because the button that would allow the user to add the item to the cart was not readily visible. Can you imagine!
If you are ready to improve your businesses’ website and create a smooth experience online with your website design, read on.
It Starts With Ecommerce Web Design Services
Not all website designers are well-versed in SEO or vice versa. Search Engine Optimization (SEO) is the process of helping a website to be the most relevant source/answer to a search term in the eyes of a search engine (such as Google, for example).
An SEO specialist will assist you with things like analyzing creating content that meets audience needs, analyzing user demographics and behavior, and making the website as SEO compliant as possible within Google’s guidelines.
A web developer is trained to understand code, design, and create sites that capture their client’s vision.
These two roles only cross paths in very specific areas. As someone trained and fluent in both disciplines (a rarity in my field), I feel I can give very honest advice about where both disciplines MUST work together, and that is user experience.
When working with an eCommerce website designer, the person you hire will listen to your needs and problems and offer solutions. User experience will need to be included in the design phase as “how” they interact with the website will directly determine whether or not a purchase will be made.
If the SEO is not on board at this time, it would be a great idea to include them in the conversation with the website developer so that a clear path as to how URL’s will be named, how many clicks it will take the user to be able to make a purchase, load time, etc. will play a big role as the developer begins to create the site.
5 UX and Web Design Tips To Boost Your SEO
Here are a few very important items that all business owners should mention and have included when using eCommerce web design services:
1. Color Scheme/Contrast
Something as simple as agreeing upon a color scheme not only for the main elements (navigation menu, titles, buttons) but colors that will be used for the call-to-action sections, promotions, and other announcements, will need to be made. You want a color that when used, draws the user’s eye directly to it easily, makes an emotional impact (learn about color psychology here), and is consistently used throughout the design as needed.
Contrast is also a key design tactic to aid visitors as 4.5% of the population has some form of color blindness or vision impairment. By using the power of contrast, the text is more legible, and important information is easier to find.
2. Target Audience Age and Design Tweaks
Knowing who the ideal customer is key to successful website design. How can a website be made if the developer and SEO have no idea who your target audience is? Are they over 50? Are they Millennials? Are They tech-savvy or require phone support for the sale? Here are a few items to consider:
- Be mindful of the information above the fold – in terms of website design, items that are “above the fold” are items the user can see on their computer or device before they ever need to scroll down. This is important, as a younger demographic will want to easily find what they are looking for within seconds above the fold.
An older target audience will need to be given special attention in terms of design as they often need direction. For example, for a large image or video that takes up the entire screen, unless an arrow or sprite is used to direct them to scroll down, many elderly users may think there is no more content to view on the page.
- Font Size – while 14px is a standard font size to use, if you own an online business that caters to an older demographic, using a larger text size will facilitate their online experience dramatically.
Font size is also used as a design element and based on how large or how small, can directly implicate how important or not a message is. Be very mindful of what font size to make items such as a call to action, button, etc. to ensure that you can direct your customer’s focus on where to go next.
3. Load Time
It is no secret that users will leave your website page if it takes longer than 2-3 seconds to load. Considering that Google considers page load speed one of their top 5 ranking factors, this needs to be a focal point as well during the entire site build. Designs that incorporate a lot of media such as videos, HD imagery, and fun extras are going to longer to load. It will be important to discuss what your options are for optimizing media and if it is better to place certain items on other pages or not use them at all.
4. Conversion Flow
From the moment they land on a page to making a purchase should take no more than 3 clicks typically. Work with your developer to ensure that there are various ways to reach the desired product/service purchase page. A clear path, great copy, and supportive imagery should all help to make it easy for a user to find what they need on the website. If it is taking too many clicks to find something, a portion of users will simply become frustrated and leave the page.
5. Focus Groups & Analytics
One of the most important aspects of user experience is to monitor and test behavior and to stay up to date on consumer trends. Make sure to present your new website design to a focus group made up of your target audience for feedback before the website is launched. Then, periodically make improvements based on more group feedback and using the information you have gathered from your website’s analytics reports. Google Analytics is a powerful free tool that all agencies use and can provide you with the insights to make informed decisions to improve your website and marketing efforts.
Are You Working With an eCommerce Website Designer That Understands UX?
As mentioned earlier, working with an eCommerce website designer is one necessary element of building a website. But, simply designing a website that looks “pretty” is not going to lead to more sales. Implementing recommendations from an experienced SEO who knows about UX and web design will lead to a well-rounded design that will generate higher conversion rates.
Take the time to find a professional who will have the knowledge and experience to elevate your vision to a new level for your users. Contact me today to get started!