UX Keeps Them Coming Back For More

by Megan Wilson on February 13, 2014

in Design, Usability, User Experience

UX Keeps Them Coming Back for More, Time and Again.

keyboard3Every website owner pays very close attention to conversion rates and how many people continue returning to their site. These two elements can typically make or break a site. There are several strategies you can do to make sure these conversions are helping your site. By following these simple steps, you’ll be able to blaze past the competition and reap the benefits.

Before you do anything, you need to think about your users — even the ones who haven’t actually become users yet. It’s vital to think about this important question: why are people using your product and how did they hear about it? Too many sites and apps think word of mouth is strong enough to bring in the big bucks. Although this is true in many circumstances, WOM is hard to harness and replicate. While there are a select few who get lucky, many put a lot of hard work researching their target audience and getting as much exposure as possible.

Once you figure out how people come to your site, it’s time to examine how complicated your website processes are. The more complex these barriers are, the fewer customers will want to use your product. Though it seems simple, today’s user is accustomed to the simplest onboarding. Many people overlook the fact that the simplest websites are often the hardest to make. Anyone can create a page overrun with panels and buttons, but a true expert is able to trim off the fat and leave only the essentials. The more cluttered the site, the harder it is to navigate. It should go without saying, yet too many developers get caught up and add too much. Realize many of your users won’t understand the basics like you think they will.

In order to trim the fat, you need to get rid of any excess steps. Why have three pages to confirm a checkout when you can do it with one? Having to click through more pages than necessary isn’t just impractical, it can be frustrating. The easier it is for a person to achieve their initial goal, the happier they will be with the product. It’s understandable you want to show off all of the features and get people up to date on the latest programs, but it becomes an annoyance when it is thrown in their face. Have faith your site or app will be strong enough to do the heavy lifting and the interested users will dive in themselves.

Next thing you need to consider, users are very self-aware. Many will be very critical of their actions, which is not a good thing. It’s imperative to make the flow of your site as simple as possible. If users begin to doubt or feel lost, they’ll likely leave the site with a negative perception. Boost their confidence, and subsequent conversion rates, by easily portraying they succeeded in their goals.

Don’t underestimate the power of self-service. It’s understandable you want to help guide users as much as possible, but they don’t want to feel babied. Give them the tools to solve their problems, but don’t force them to dig for answers. Users appreciate when they are able to take care of an issue and keep their dignity intact. With WalkMe’s intuitive help tool, users in need of assistance can be easily guided through their respective task. Basically, the tool has the best of both self-service worlds: it’ll promote the confidence in your users while staying out of their way and not cluttering your site.

Lastly, be sure your site has a good look to it and flows well. User interface and experience too often go overlooked. Nobody wants to visit a clunky eyesore site, so be sure everything flows and they look forward to coming back. When you master these concepts, you’ll be able to increase your conversions, maintain your user-base, and expand to new customers.

Megan Wilson

Megan Wilson

Megan Wilson is the Lead Author & Editor of UX Motel - the User Experience Blog. She is also the Quality Assurance and UX Specialist at WalkMe. Follow her on Twitter @UXMotel

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