4 ways to humanize the user experience on your website

humanizing the user experience on your websiteSo you’ve finally launched a website for your business, complete with a blog, social media integration, pages for all your services and products, and a shopping cart. But for some reason, people aren’t engaging with your website, and they’re not buying your products and services. What’s going on?

Try to think about how shoppers would view your website if it was magically transformed into an actual physical store. Is the experience interesting? Is the store exciting and fun? Does it inspire or influence you to buy products and services?

If your website isn’t succeeding in terms of visitors, sales, and business in general, it’s possible you need to enhance and humanize the experience for your users.

Check out these four easy ways to humanize the user experience on your site and get people coming back for more.

1. Understand that not all people are ready to buy right now

Isn’t it annoying when you’re shopping and sales associates pester you to buy their products and services? Maybe you’re shopping because you just want to browse and learn more about a product, and you’re not quite ready to make a commitment. In any case, nobody wants to feel pressured into buying something when they’re not completely ready.

The sales funnel exists for a reason. It helps you understand where visitors are in the buying cycle so you can provide them with the information they need to make an informed decision. Start sending out surveys, review social media feeds to see what people are saying about your business, and study site analytics such as keywords, page popularity, and incoming referral URLs. This offers insight into why your customers are leaving your site, and what you can do to fix it.

2. Simplify site navigation

People who can’t find what they need on your site will leave and go to another website. Clean up your website, and make it easier for users to find the information they need. Avoid cluttering your homepage with products, services, and special offers, and make sure buttons are labeled and easy to see. Also, consider whether your site is user-friendly for its intended target audience. For example, if your target audience consists of seniors above the age of 65, avoid sending visitors on wild-goose chases to find certain landing pages. They’ll get lost and never come back!

3. Improve the site search feature

Visitors who use the built-in search feature on your website are usually late-stage visitors thinking about making a purchase, according to several digital analytics and marketing firms. Beef up your internal search feature so it delivers what users are looking for. Offer suggestions for misspelled words, as well as weighted, filtered search results that reveal the top pages for certain search queries.

4. Create scannable content

Most people don’t like to read content on the Internet; they prefer to scan. Write shorter sentences, use subheadings, avoid using large, chunky paragraphs, and use bulleted or numbered lists whenever possible. These best practices can make content more interesting, eye-catching, and easier to read. Also, avoid using business jargon, and stick to using terminology your target audience can grasp. Pretty soon, you’ll have visitors subscribing to your blog and website excited to learn more about what you have to offer.

Does your business need help improving its Web design and content strategy? AGENCY H Inbound offers a number of services that can help you implement and launch an effective inbound strategy. Contact us today to receive a free assessment, and learn more about how we can help your business maximize ROI.