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Ways to optimize your website's user experience
Thomas Huber
28/2/2023
3 minutes
Design
28/2/2023
3 minutes
Design
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While generating traffic to their site is often the obsession of brands, the crux of the matter lies downstream, in the site's ability to convert this traffic into leads and customers. Optimizing the user experience is an essential step in turning your BtoC or BtoB website into a genuine growth driver for your company.
The best way to optimize the user experience is to first understand who the site is aimed at. Identifying the site's target users will enable us to answer several key questions:
These issues are all related to website ergonomics. It is therefore essential to start the optimization process with thisUX research phase, i.e. identifying users and their expectations.
Auditing a website from a UX point of view means understanding what the friction points are. The aim is to make the website experience as smooth and pleasant as possible. This raises questions of ergonomics, and in particular calls on cognitive science resources: to organize a discourse, on mobile as on desktop, we need to know how users read screens.
To optimize the user experience, it's essential to adopt best practices that allow users to read content at the right pace. Too much information that is not sufficiently prioritized can make a page difficult to read. Optimizing the user experience therefore requires a clever balancing act between the volume of content and the way it is organized and prioritized. Bear in mind that the value of a product is not perceived if the arguments are not read. It's up to the brand to orchestrate its discourse in such a way that the user accesses as much information as possible.
It is also vital for a brand to direct the user towards its objective, and to ensure that this brand objective matches the user objective. Prioritizing interactions is one way of optimizing the user experience, offering smooth navigation and a seamless journey.
Optimizing the user experience enables us to meet both business and user challenges. It's about designing the easiest way to navigate from the user's point of view. Site optimization by a UX agency enables the site's beneficiary to achieve e-commerce conversion or lead generation objectives (converting visitors into leads and contacts).
UX adds value to a site whose traffic is already optimized by SEO and SEA. Traffic optimization and UX optimization are two sides of the same coin: when you generate traffic, you also need to think about how to convert it downstream. A good optimization strategy must therefore integrate this UX component.
Calling on an agency of UX experts is vital, because without this expertise, an uncontrolled attempt at optimization risks leading instead to a degradation of the user experience. UX experts have the right reflexes and always work in conjunction with their target users to prioritize content and distill your arguments, promise and value proposition into clearly readable pages. Above all, they will precisely identify your users and build your paths around them.
When a brand addresses different target audiences, the agency recommends the creation of landing pages dedicated to each of these targets. The aim is to redirect specific traffic to each landing page, where the discourse and vocabulary will be optimized to meet the expectations and objectives of each target user.
Contact Le Backyard to surround yourself with UX design experts and optimize the user experience of your sites.
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