Website functionality is very important and helps to keep users engaged and moves them through the buying cycle helping you to convert prospects into loyal customers. Poor functionality will cause visitors to be less engagement and increased chance of users clicking off without converting and therefore reducing sales.
Every website should have a clear goal. In most cases this is to sell or to generate sales leads. Think about your call to actions CTAs carefully and create a a clearly defined user journey that takes them through the buying cycle.
Consider who your Audience is
The functionality and tone of voice of your site will vary depending on who your intended audience is.
Easy to Navigate
Sites should be easy to navigate. There’s nothing worse than not being able to find what you are looking for and users tend to be impatient. Unless they can find what they are looking for quickly, they click off and go to a competitor.
Knowing where you are on a site is important and aids navigation. A simple breadcrumb structure will help with this.
Easy to Remember URL
Domain names and URLs should be simple and easy to remember to make sharing them easier. Keeping URLs in lower case and simplify them where you can. It is an old best practise method but still an important one.
Consistancy is an important part of branding but it also improves the user experience too. A consistant layout makes it easier to find what you are lloking for
Your site needs to be fully responsive and work across all platforms. If it isn’t rankings will be reduced and the user experience will be effected
Landing Page Relevancy
There needs to be a clear buying journey where there is a landing page for each product or service which you can use multi-channel marketing to promote it
People are impatient so if your load times are slow, people often won’t wait and will bounce
Call to Actions on Landing Pages
The website is a business tool and call to actions are users to get users to enter into the buying cycle where you can use further marketing channels to help convert them
Your offering needs to be clear otherwise people won’t understand it and you will be missing out on opportunities
USPs Clearly Identifiable
This helps people to enter into the buying cycle
Social Media Buttons
Social media is great for interacting with clients and prospects alike and having clearly displayed social buttons helps users find your social sites
Encouraging users to share content by including social sharing buttons is a great way of building natural links and improving organic search rankings
Phone Number on Landing Page
Your phone number should be clearly visible so that you can be contacted. A common usability complaint is that website visitors can’t find the telephone number
If you have any questions about website functionality, write a comment below and I will answer it as quickly as I can. For more free digital marketing advise, signup to our newsletter.SIGN UP TO OUR NEWSLETTER