This article is brought to you by Higher Ground UX a Conversion Rate Optimisation agency based in Manchester.
Every business strives to improve, generate more sales, provide better service and keep up with the times.
Today, that means having a strong, dynamic digital presence. Your website should be continually evolving to meet your customers’ needs. Long gone are the days of ‘launch it and leave it’.
You may feel like website optimisation is a difficult, expensive process. This can be true in some cases – but it’s possible to improve your user experience in short bursts, and get better results from existing digital strategies.
Introducing: the lean UX approach.
Lean UX (user experience) allows you to streamline your digital optimisation by diagnosing and treating problems with your website. The process is broken down into bite-sized chunks to help you understand and address your customers’ requirements.
What is involved in lean UX?
Understanding customers is paramount. Without that, you won’t know their motivations, preferences and tendencies. These things can
Top task analysis
Before you start designing a page, just writing down your users’ top tasks (informed by research) can help you focus on what’s important.
- What are your customers trying to do?
- What is important to them?
- What problems are they trying to solve?
You don’t need an extensive list – in fact it’s better to have a short list of the main things the majority of your users want to do. For example, top tasks for a loan website might be:
- Finding out interest rates
- Comparing with other providers
- Learning how much they can borrow
Successful businesses tend to test their websites on real users before and after release, and it’s not as hard as it sounds. Useability expert Jakob Nielsen says you can learn most of what you need to learn from only just 3-5 people. The most effective way of learning from your users is few and frequent. You can test anyone from friends, family members or real customers. Split your tests up into tasks for the home page and different tasks for product pages or landing pages.
Mapping and Wireframing
Before you create fully-fledged website designs, you can sketch out the ideal journey using rapid prototyping and wireframing. These low-fidelity outlines can help you compare and make decisions on what the finished product should look like.
Online tools like Balsamiq and Moqup are very user-friendly and don’t require top design skills – they’re made for creating rough prototypes.
Your website copy should be one of the first things you consider when creating a website, and it plays an integral part in user experience. What is it your users need to know?
Use descriptive, helpful titles that resonate with your customers, and avoid lengthy blocks of text that will lose their attention. Break things up with useful images or illustrations that help to tell the story.
Your top tasks and user research can really help you decide what content your users will benefit from the most.
Design time can be reduced by using templates from websites such as Invision. You can also use icon libraries during the prototyping stage. Of course, there’s no substitute for a well-planned, thorough design phase.
Introducing Lean UX PAX
This article is written by Higher Ground UX – a North West Conversion Rate Optimisation (CRO) agency. They have spent more than 20 years optimising websites for better customer acquisition.
Higher Ground have created a suite of Conversion Rate Optimisation packs to give you the insights you need to improve your digital strategy. Their UX team can help you research, discover and plan ways to improve your digital strategy.