Is the user experience flow of your website instilling trust in your visitors? Whether you operate an e-commerce business or any application that requires personal information, your website should dispel any insecurities the user may have about doing business with you and seamlessly lead them further down the conversion funnel. How is this process achieved? I’ve present four trusted steps in ensuring an intuitive user experience, below.
Get to Know Your Users
Before embarking on any website creation process, it’s necessary to understand the goals of your users as not all of them are the same. Goals for users can run the gamut from buying a gift, to signing up for a service, to learning a new skill. Identify the objectives of these users and how they relate to the goals of your business. Do you want more subscribers, sales, or sign-ups? Once you have narrowed down the goals from both the user and business, you can begin to sketch a user experience flow that will meet their needs.
Create a Compelling & Long Enough Page that Tells Your Story
Your user might arrive to your landing page from a source such as a banner ad, so, providing enough detail while creating a design that elicits trust is mandatory. Think back to the goals you’ve established for the user – your design should inspire them to move through your page with ease. Here are some key takeaways:
- Relay the key benefits of your product or service on the landing page. This includes a distinct headline, subheading, bullet points, and testimonial.
- Design a clear and inviting call-to-action in eliciting the desired response.
- Don’t overburden the user with too much information, as this may scare them away. This includes the number of fields for a sign-up.
Photo courtesy of Ben Jesson, Conversion-Rate-Experts.com
Optimize Your Checkout Page
Allowing your users to feel secure by adding design elements and call-to-actions that are clear and compelling will define a well-defined line of trust between you and your user. Be sure to create a distinct headline on your checkout page and provide a FAQ section below your call-to-action as well. Additionally, let your users know that they are in safe hands when buying and are covered by buyer protection. A small banner can do great justice. I mean, it’s hard enough for us online buyers to feel a sense of trust when taking out our credit cards to plug in a purchase.
Photo courtesy of eBay.com
Taking Your Users’ Experience to a More Meaningful Level
A well-designed page that speaks to the needs of your users is one piece to the user experience-flow puzzle. Turning your visitors into paid customers is a whole different terrain; to navigate and keep them around a year from now is even trickier. The bottom line is: you need to make your users feel valued. If you don’t care about your visitors, why would they care about you? Here are some key points in establishing a rapport with your users:
- Do you introduce yourself to new users and allow them to contact you anytime with questions regarding your service?
- Do you check in with them from time to time to ask how they’re doing and to see whether they’re making the most of your website or app?
- Do you thank them for their loyalty each year?
I’m an avid proponent of implementing usability tests to understand your users’ objections, where they are getting stuck, and where you can improve in design. Usability tests with tools such as Crazy Egg, KissMetrics, or Clicktale can assist you in your taking the next step to successful web design. You can have the best-designed website on the internet, but at the end of the day the reason a user sticks around is because they feel appreciated for their service and are in control on your website. An intuitive user experience tailored to the goals of your visitors, along with a seamless customer experience are ways to ensure users approach your website with trust.