Website user experience is a broad term that encompasses many different factors and aspects. In short, the user experience refers to how much pleasure and ease of use your website visitors have when browsing your site.

The higher the quality of your user experience, the more likely users are to return to your site, share it with friends, and continue to spend time on it. Websites with a great user experience have certain characteristics which make them stand out from others in their niche.

They are easy and pleasant to navigate, load fast and without any glitches or bugs, have engaging visuals that keep users coming back for more, and most importantly, deliver value to visitors by meeting their needs on the first visit.

In this article, you will learn about the importance of user experience in website design, its primary characteristics, tips for improving yours if it’s not so great right now, and examples of websites with excellent UX.

What is User Experience in Website Design?

User experience, or UX for short, is a culmination of all the different aspects of your website that play a role in the experience your website visitors have when interacting with your site.

Generally, the greater the ease of use, enjoyment, and satisfaction a user feels when they visit your site, the more likely they are to come back. You can think of UX as the glue that holds together all of the different parts of your website, including the layout, design, features, content, and marketing strategy.

If any one of these aspects is subpar, the entire user experience will suffer as a result. A website with a great user experience is easy to navigate, visually engaging, quick to load, and offers real value to the visitor.

It is also designed with careful consideration for the target audience. UX is important because if it isn’t great, fewer people will use or visit your site. And the ones who do use it might not return because they have a negative experience.

Why Is User Experience Important?

The importance of user experience in website design is arguably higher than ever before. In today’s ultra-competitive digital landscape, many brands are fighting tooth and nail for their share of the website traffic pie.

Unfortunately, not all of them have optimized their websites as much as they could have. Having a well-optimized site that maximizes its conversion rate is an integral part of succeeding in the modern business world.

If you want to make sure that your business thrives, you can’t overlook the importance of UX. A website with a great user experience will naturally attract more visitors than one with a poorer UX, and they will be more likely to take action.

In fact, research has shown that a positive user experience can increase conversion rates by as much as 88%! This is because visitors will have a great experience and will, therefore, most likely, want to return.

Characteristics of a Website With Great UX

Let’s examine some of the top characteristics of a website with excellent user experience. You can then use this as a checklist to see where your site stands today.

Easy navigation

Navigation is the process of moving visitors around your website so that they can easily find what they are looking for. A website with excellent UX will have a navigation menu that is easy to use, intuitive, and well-labeled so that visitors can find what they want with minimal effort.

Quick load time

Website speed is a huge factor in determining whether or not a visitor will stay on your site. Studies have shown that 80% of people expect websites to load in less than 3 seconds. If yours takes much longer than that, you run the risk of losing many potential customers.

Engaging visuals

Visuals are another important part of any website’s UX. The images and graphics you include on your site should be relevant to the topic at hand and thought-provoking. They should also fit in with your overall branding strategy.

The real value to the visitor

The best websites have a specific and actionable purpose. If your site offers a solution to a problem or helps visitors get something done, it will have a higher chance of having a positive user experience.

Tips to Improve Your Website’s UX If It’s Currently Not Great

If your website currently doesn’t have a great user experience, it’s not too late to make changes to improve it. Follow these tips to help make your site more user-friendly and increase engagement.

Put yourself in your visitors’ shoes

 One of the best ways to improve your website’s UX is to step into your visitors’ shoes and ask yourself what they want out of your site. Ask yourself why they would come to your site, what they would hope to get out of it, and what they would want to do once they’re there.

Get feedback

Once you have a better idea of what your visitors want, you can start to make changes to your website. However, you may not be able to see all of the issues with your site as clearly as you would like. In this case, getting feedback can help.

Hire a professional

If you don’t have the time or skills to make the changes to your website that it needs, consider hiring a professional to do it for you. While it’s not cheap, it’s likely much less expensive than paying for new visitors who never visit again.

Examples of Websites With Excellent User Experience

Now that you know what characteristics a website with excellent UX has, let’s take a look at some examples. You can use these examples to help inspire you or as a checklist to see where your site currently stands.

Netflix

The layout of Netflix’s website is very straightforward and easy to navigate. It’s clean and uncluttered, has engaging visuals that keep users interested, and offers real value to visitors by helping them find movies and TV shows to watch.

Buzzfeed

Buzzfeed’s website features a unique layout that is engaging and keeps visitors on the site for longer periods of time. It’s visually appealing, easy to navigate, and full of content that offers real value to readers.

Nike

Nike’s website is simple and easy to navigate. It also has engaging visuals that fit in with the brand while offering real value to visitors by helping them shop for Nike-branded goods.

Wrapping Up

As you can see, a well-designed and well-optimized website is integral to the success of any business. If your website has poor UX, you’re leaving money on the table.

However, if you make UX a priority, you’ll open the door to many more potential customers. Thankfully, improving your website’s UX is easier than ever before, thanks to new tools and technologies.

All you have to do is make it a priority, put in the time and energy it takes to make the necessary changes, and your site will be sure to reap the rewards.