5 UI & UX key points to
really make your website convert

Author: Ryan farrow 
5 Minute Read

  • Website Design
  • UX/UI

One of the biggest trends in the world of design is a heavy focus on the user. It is about asking the important questions like “What does the user want?”, “What are the user’s hesitations?” and “How can we best serve the user?”. Using the 5 following key points we can start you on a usability road that ends with better conversions and happier users.

01. Personas

Know your audience is the key message here, and to do this we create a fictional character. This character will become a reference point for later decision making, keeping you well targeted. The best way to do this is to collect massive amounts of analytics and to then process it, if you have the time and resources. However, most people don’t and there is another quickly and simpler route, ask yourself! If you know your business/ industry, then you probably know most of the answers to questions such as:

  • Average Age?
  • Predominant Gender?
  • Typical Occupation?
  • Average Education?
  • Where do they live and work?
  • Typical Income Range?
  • How comfortable are they using technology?
  • Goals?

Once you have this information you can start to build your persona. As your fictional character starts to develop and expand, you can start to get a better picture of what he or she would prefer. This becomes an essential way to start thinking and planning going forwards.

02. User Flows

Now you understand your user better, you can take your character and start making the story. The story, or scenario is the narrative that describes how the persona behaves as a sequence of events. For example, how does your user begin their story? Are they typing in your url and going straight to your homepage? Do they Google the problem they have and visit the top results? Are they looking for recommendations from review sites? 

 If you can create as many useful entry points for users as possible then you can start to tailor, the information better to their needs. For example, you may have a complex product with intricate details that an average industry expert can understand because they have pre-existing knowledge. However, if you want to expand outside of this persona and into new personas that are less knowledgable you will need to cater to their needs. Will they require a help guide that directs them to the appropriate product? On-boarding, through a series of questions? An online calculator, to take what the user knows and turn it into what they need? 

03. Website Audit

A website audit may seem out of the realms of UI & UX however, all the best decisions are made when you have good information. By learning what pages rank well, what users are searching for and how the website performs you can build a bigger picture of your personas.

This also creates metrics that you can look back on and see tangible improvements. How are you going to measure the success of the newly implemented UI UX improvements? The task of goal setting is important and should be continually checked and updated.

If you are looking to improve your website but don’t know where to start, then click here to find out more about our FREE website audit.

04. Usability Review

The next step can be painful as you will now need to critically analyse your products usability from a users perscpective. The usability audit aims to answer one simple question, “Is the product usable?” You can use annotated notes and screenshots to do this but essentially, we are looking for areas we can improve, not a list of issues or problems.

Rather than get lost down the rabbit hole of going from page to page, covering the whole sitemap and repeating the same problems time and time again, break your review down into key areas such as: User Journey, Design, Mobile & Desktop. This helps to concentrate on the bigger problems that will really help to improve those numbers from your website audit.

05. Opportunities

The final and most positive key point (and a good way to end this blog) is “Opportunities”. All the information from the previous steps should provide you with a list of areas you can start to improve.

Based on all the information gathered where are the current gaps in the users’ experience? What can you now change to better suit your personas and to improve the users flow? Be careful not to make swooping statements like “If I add a banner, sales will increase”, rather look at the two below examples:

  • Adding related services will aid the users' journey and help them see the range on offer
  • Reduction of fields on contact forms could improve usability and could help to provide additional leads

Now that you better understand these 5 key points about UI & UX, hopefully you can start looking at your own website with a better consideration for your users. This is how we approach all our projects and believe our happy clients speak for this process.

If you are looking to begin your journey to a better user experience with our thorough UI UX audit process, please contact us and talk to our team who will be more than happy to help. Alternatively, look around our services or even our projects to get a taste of what SourceCodeStudios can do for you.

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