Jun 25, 2018
Your website is your brand’s face to the world. Increasingly, potential customers will visit your website prior to doing business with your company, and will leave immediately if they cannot find what they are looking for. Keeping your user’s site experience top-of mind is critical and needs an intuitive functionality, continually refreshed content and a strong understanding of your user’s end goal, to name a few. Wondering where your website ranks on the UX scale?
Here are five signs that your brand’s site might be in need of a UX overhaul:
1. People rely on your global site search instead of your main navigation
This may mean there are fundamental issues with how your content is organized and how your navigation is structured. Instead of taking time to learn a navigation that is not intuitive, they fall back to a keyword search in hopes that it would help them find what they want.
2. Bounce rates are high
As a rule of thumb, a bounce rate above 70% is not ideal for anything outside of a blog or news sites. If it is a business goal to push users to stay on your site longer, either through engaging with content or continuing shopping, it is important to take a closer look at this data. Analytics will tell you where there may be problems, but not why this exists. User research can help.
3. You are unsure where your users’ touch points are within your site
You may know who your audience is, but what are their goals, and how do you get them to achieve what they want to do? By uncovering this information, key calls-to-action and relevant content can be surfaced at appropriate points to help push users along their customer journey.
4. Your customers are not a part of your design process
While it is important to execute on stakeholder needs, many companies unwittingly neglect the end user by focusing solely on business goals. Putting the needs of your audience at the forefront of your consideration set is pivotal and helps to both mold a positive perception of your brand and make an impact on your company’s bottom line.
5. Your site does not have a cohesive and compelling content strategy
Customers may have misconceptions about what your company does, or have a lack of awareness about who you are and what you offer. Think through how you are telling your brand story throughout the site and make sure that each page has a clear objective.
If any of these points resonate with your brand, prioritize your users’ needs by considering a UX overhaul. If want to discuss your brand's needs, please feel free to get in touch.