The level of usability determines the success rate of a website. If a user can easily access your website and can flow in and flow out through your innermost pages, then I would say, your page is a success. Creating an effective user interface design is the demand of the current market. A visitor has the entire power in his/her hands. Therefore, a user-centric web design has become the most common approach for increasing conversion rate. Creating an effective user interface requires the knowledge of the person who will be using it. We need to know how users interact with the websites, their behavior, and their patterns.
Since, you are the seller; you would be having at least some knowledge about your target audience. A website visitor’s habit is similar to the habit of a customer in a store. It is as easy to handle them offline as difficult it is to handle them online. You have no control in this case.
After landing on a page, users’ click on three types of elements:
- A Useful Link or a Product.
- An Interesting Link or a Product
- A link which is interesting as well as useful (this is our target)
Users mainly come to find something useful. Now our task is to give them that useful element, quickly by making the link interesting.
Let’s see some of the most common practices of website visitors.
A. Quality over anything:
There is a vast majority of visitors who tend to prefer quality over anything. If provided with high-quality content, they are willing to compromise with the designs and the advertisements. This is the reason why not-well designed websites providing top quality content receive a lot of traffic. In this case, content is more important than anything.
B. Users’ scan and they scan quick:
Users don’t read a webpage, they scan it. They look for some fixed anchor points which holds their attention.
C. Users are impatient:
Users are very impatient. They want instant satisfaction. If a website fails to meet users’ expectations, then the designer has failed to do his job. Users simply click back to the search engines to find some more alternatives.
D. Users follow intuition:
Users simply tend to follow their intuition. In most cases, the users muddle through the informational content instead of going in a linear fashion. Just design your interface in the way your users want it.
E. Users want control:
Users want to have complete control over the site. They do not want some pop-up windows with a no “Back” button on it. Do not navigate them. Let them navigate themselves. Your task is to simply direct them.
Create an effective user interface design by following the concept of A.I.D.A.
- A – Attention/Awareness: Attracts the attention of the customers
- I – Interest: Instill interest in customers by focusing and demonstrating the benefits and advantages of your products.
- D – Desire: Convince visitors that your product will help them and create that feeling of desire by showcasing it will satisfy their urgent needs.
- Action – Lead customers towards taking some kind of action.
Here are some basic principles for designing an excellent user interface:
The first and foremost thing that a designer should do is to make the interface self-explanatory and obvious. Do not make the users think, when he/she wishes to navigate within the site. Give relevant links and elements to eliminate the confusion in users’ minds. A clean and clear structure with moderate visual elements and easily recognizable links can help the users to find a path of their own. It’s all about creating a page which lets users’ flow from one place to other with a minimal obstruction. Make it easier for the visitors to grasp the idea of the website, once they look on it. People will definitely not use your website, if they don’t know what it is about.
B. Do not test Users’ Patience:
Whenever you are going to offer some free service or product, try to keep your user service requirements to a minimum. The less time it takes for a user to test a service, the more chances there are that they actually test the service. Do not ask them to create an account before you offer your free/paid service to them. Let the users explore the site without forcing them to share private data. Do not pop-up a form as soon as they click on your service link. Users would probably be more eager to give their email address once they have checked your work and only if they have some idea of what they will get in future.
C. Focus Users’ Attention:
Controlling and driving users’ attention is one of the beneficial but tough tasks in designing a user interface. Modify the content of your website to drive your visitors from point A to point B. Modifying visual elements are one of the best ways to drive visitors. The less confusion users’ have, the better sense of orientation they develop and hence, develop trust towards the website. Less thinking in users mind enriches and entices the users’ experience.
D. Show your features:
It is a good practice to clearly show the features and the functions available on your website. The underlying fact is how you show it. Some use guidelines while some use visual elements. It doesn’t really matter how you do it until you satisfy your visitors with the web content. Be sure that the content is well-understood by them and they feel more comfortable while interacting with the site. Let the users clearly see his/her options of what he/she can do in your site.
E. Effective Writing:
Effective user-required writing is essential in building a landing page. It’s very necessary to adjust the writing style and tone to users’ preferences and browsing habits. Company centric promotional writing will definitely be ignored. They are here for their problems, not to read your promotions. Long text blocks with no images and keywords will be skipped over. The basic here is to talk and write about business. Do not play with words. Avoid using cute, clever, marketing induced, company specific or technical names. Do not exaggerate statements. Stay focused and write content which your target audience can relate to. Here are some of the recommendations:
- Use short and concise phrases. Come to the point as quickly as you can.
- The page layout should be scannable. Categorize your content, give headings, sub-headings, bulleted lists etc. Use visual elements to break the continuity of long text.
- Use a simple and a plain language. Do not simply promote your product. Give them a suitable and an objective reason why they should buy your product i.e. explain briefly how your product can solve their problems.
In marketing world, K.I.S.S is an acronym for Keep it simple and smart or some say it Keep it simple, stupid! It should be the primary goal of your website design. Your visitors are not in your site to appreciate your design. They are here for some information that can solve their problems. Therefore, do not waste your time in the process of creating a complex website design. Simply strive for simplicity instead of complexity.
G. Make full use of white spaces/Clarity:
Effective use of white spaces can really work wonders for your site. It increases the possibility of perceiving a greater amount of information presented on the screen. Whenever a visitor lands on a page, the first thing that he/she does is scan the page by dividing the content into digestible pieces of information. Complex structures are difficult to read, analyze and scan. Use whitespaces to its full effect to reduce the complexity of page.
H. Communicate Effectively:
The way and the process of communication play a major role in determining a site’s credibility and usability. There are three elements for a better communication:
- Organize: The content should be well-organized and well structured. A clear and a consistent structure, good navigation and an excellent screen layout are required.
- Economize: Use cues and visual elements, economically. Simplicity, clarity, distinctiveness and emphasis are the four pillars. Effectual combination and contribution of each of these points is required.
- Communicate: match the presentation to the capabilities of the user. The user interface must keep in balance legibility, readability, typography, symbolism, multiple views, and color or texture in order to communicate successfully.
I. Test Again & Again:
Continuously test your website with different landing page designs. These usability tests often provide crucial insights into significant problems. It helps you to identify the landing page issues and problems. Find out your best design which provides you a high conversion rate.
Providing a good user interface design is not as easy as it seems. Complete customer knowledge is required to give them what they want.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.