Learning UX From the Pros; Part I of III

Billy Attar
March 18, 2011

Know What You’re Dealing With

Successful site design revolves around the user experience. The user experience expert needs to understand three basic concepts to get the most out of his or her site: usability, sales, and branding. After all, the whole point of your site is to get people impressed enough to want to convert and to make it easy enough for them to do so.

user experience 3 Learning UX From the Pros; Part I of III

In this three part series, we’ll help you get started on your path to becoming an expert.

Three Parts to the User Experience

The user experience is composed of three equally important parts on which you should focus.

Usability

a. Layout/Design: Visitors need to be able to easily navigate your pages. Otherwise, they’ll leave. Therefore, you need to focus on key components that make up a good, usable web design. As nicely explained in a Designshack article, simple layouts often make up the best looking websites. Although going for the intricate and impressive design can reap its own rewards, it might not be worth your time or investment, as visitors to your site are probably just looking for an easy navigation path.

b. Debugging and Reducing Errors: Find out which are the most and least engaging web pages on your site. Knowing where your visitors are actively spending their time, for how long they are really engaged, and which pages they abandon could make or break your business. You could reveal conversion steeling bugs and expedite the web page optimization process on your site. Find and correct usability errors instantly, increasing your conversions and maximizing your return on investment.

c. Technology: The use of helpful technology and platforms such as JavaScript and AJAX can make your site more convenient to use. For some guidance, be sure to check out Web Resources Depot.

d. Site Features: The addition of site features can increase your visitor interaction level with your site. This great article from Smashing Magazine advises on how adding the power of persuasion to your features can entice visitors to initiate engagement.

e. Physiological Triggers: Not all web users are web designers. Therefore, judging a good site is not always an obvious fact, rather a subconscious opinion, which can be expressed through the ease and frequency with which visitors navigate your site. This can be triggered through color, form, space, etc. Have a look at this thought provoking Abuzeedo article.

Sales

Making a great sales pitch is a product of both killer instinct and acute cleverness, which should play out on your sales/conversion web pages. The content should motivate customers to buy without a desperate plea. The visual of the call-to-action button should be clear, obvious, and to-the-point, encouraging visitors to go that one click further. Copy and the flow of information needs to feed into the visitor motivation, providing information, excitement, and reassurance when and where needed.

sale Learning UX From the Pros; Part I of III

Branding

Your visitors need to be inspired to browse, convert, return and spread the word. So facilitating this process for them should be one of your primary objectives. And, your design should be at the root of your branding strategy.

branding logos Learning UX From the Pros; Part I of III

Font, style, colors, and imagery have a powerful impact on consumer brand awareness and contribute to business success.

Decide the shapes, colors, content, even typography you want your business to adopt as its own. Your design and branding efforts should communicate the positioning you want in the market and appeal to the segment(s) you’re targeting. The ultimate goal is persuasion, so keep in mind that your site has to cater to your visitors’ tastes and not your own.

Stay Tuned…

Now that we’ve recapped what the user experience is all about, stay tuned for the next segment, detailing what to do with what you know icon smile Learning UX From the Pros; Part I of III

About the Author

Billy is a UX and UI consultant at ClickTale working with some of the internet’s largest websites. billy profile Learning UX From the Pros; Part I of IIIHis clients have ranged from small business and non-profits to Fortune 500 companies. Billy is a New York University graduate with advanced degrees from NYU and Texas A&M.

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5 Comments

  1. Keith Hagen Says:
    March 18th, 2011 at 12:22 pm

    Well said! I’m going to post this on VisitorCentric.com for the community to read!

  2. Learning UX from the Pros; Part II of III | ClickTale Blog Says:
    March 29th, 2011 at 10:35 am

    [...] what the user experience is about is the first step to optimizing a website. As discussed in the first post of this series, usability, sales, and branding are the three basic concepts to focus on. The next step is putting [...]

  3. Learning UX from the Pros; Part II of III | Analytics Expert Blog Says:
    March 29th, 2011 at 12:25 pm

    [...] what the user experience is about is the first step to optimizing a website. As discussed in the first post of this series, usability, sales, and branding are the three basic concepts to focus on. The next step is putting [...]

  4. Learning UX from the Pros; Part III of III | ClickTale Blog Says:
    April 7th, 2011 at 1:04 pm

    [...] From the previous two segments of this series (Part I, Part II), you have mastered what UX is about and how to put your knowledge in action. However, the [...]

  5. Learning UX from the Pros; Part III of III | Analytics Expert Blog Says:
    April 7th, 2011 at 3:25 pm

    [...] From the previous two segments of this series (Part I, Part II), you have mastered what UX is about and how to put your knowledge in action. However, the [...]

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