Websites and user experience: why it is important

What is user experience and why is it so important for a website? When you decide to launch a website, as well as the graphics, or user interface, you must take great care with the functions of the platform which relate to the concept in question.

In order to find out whether those functions satisfy users or not, we should ask ourselves whether, for example, the site is useful, if finding the information we require is easy and if the content meets user expectations.

The user experience and interface enable users to navigate the site with ease, while encouraging visitors to stay as long as possible, increasing the probability that those who visit might convert.

Imagine the case of a consumer who finds the required product on a website which does not seem very professional.  What do they do? Do they make the purchase anyway or look for a platform which inspires greater trust?

In 90% of cases people choose the second option and the reason depends mostly on the fact that online fraud is now commonplace, so anyone intending to spend money prefers the peace of mind of using a trustworthy site.

So which factors influence user experience the most?

• Usability: anyone visiting a site must be able to navigate it easily, without feeling trapped or unable to carry out the necessary procedures;
• Usefulness: to function at its best, the site must have a purpose and prove its usefulness. In this way the user is encouraged to do what the owner of the platform wants;
• Desirability: the site must look interesting and attractive, while the products displayed must be tempting;
• Easily locatable: the platform must be easily locatable by users and in order to achieve this it is essential to use SEO and online advertising;
• Plentiful content: if there is plenty of interesting and useful content on the site, users are more likely to trust it. Over time this leads to client loyalty;
• Credibility: considering that those who browse the web increasingly use mobile devices, it is important that your site should be perfectly accessible whether users connect via a PC, smartphone or tablet.

These are our tips for improving user experience: practical suggestions which will enable you to maximise the performance of both your website and your company.

Translated by Joanne Beckwith