To maximize your chances of bringing your users to the end of your purchase tunnel, and to encourage them to return, you need to make their browsing experience on your website intuitive and user-friendly. This is what we call a user-friendly site, where the UX (user experience) has been optimized.
Mobile first!
If your website is mostly consulted on mobile, your web design must be designed with Mobile First in mind. Even if mobile browsing is in the minority, your site needs to display properly whatever device you're using: computer, tablet or mobile. Make sure every page is responsive!
Loading time under 3 seconds
Your site's loading time is essential. If your pages take longer than 3 seconds to load, 53% of visitors abandon their visit when on mobile (Doubleclick study by Google).
Simple, intuitive navigation
The trend is towards simplicity. Your navigation should be as intuitive as possible, your page names should be clear and your URLs should be self-explanatory (this will also facilitate your natural referencing). Sub-navigations should be kept to a minimum. The more fluid your conversion tunnel, the more users will reach the end.
Clarity of form and content
Today, information is digested quickly, and the main risk is that it will be drowned out by other information. The key is to adopt a direct style in both form and content. In concrete terms, we recommend you use bold color contrasts and airy content. We also recommend short sentences, simple, concise language, headings, subheadings and bullet points so that your text can be read diagonally.
Be reassuring
Be transparent, responsive and available. Your contact information should be easily accessible, and a telephone number is a plus. This reassures your customers that you'll be able to satisfy their requests or just answer their questions... Customer satisfaction ratings, various certifications, customer testimonials and customer references are all reassuring elements that help customers move forward in their purchasing process.
Conclusion
In conclusion, it's important that UX is a concern shared by all stakeholders in your website. It's a web design philosophy at the crossroads of graphic design, navigation, front-end design, content writing and web marketing.
