Creating a strong online presence for your business is one of the most important aspects of marketing that you should emphasize. In fact, you can even run a business entirely from your smartphone once you get things in order.
In order to reach this level, though, you’ll need to focus on both the user experience (UX) and user interface (UI) of your website. But, not everyone knows the difference between the two (or how to go about it). Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know about UX vs UI.
What Is User Interface?
As the name implies, this term refers to the interface that your site’s visitors use to navigate through its contents. If the UI is clunky, unresponsive, or otherwise unpleasant to use, you’ll likely see a huge amount of traffic leaving your site as soon as they get there.
This affects a metric known as a ‘bounce rate’ and could negatively impact your site’s ranking on Google since it shows the search engine people don’t want to stay on your site.
Conversely, though, a strong UX will go a long way in keeping people interested in what your site has to offer. Solid user experience could even transform otherwise mundane content into something enjoyable.
How Do I Optimize My User Interface?
The aesthetic appeal shouldn’t be the only value that your focus on when designing your UI. Functionality also plays a significant role. The most important concept to keep in mind, though, is the anticipation of your user’s wants, needs, and actions.
Let’s explore a few key factors that you should keep in mind.
The placement, size, and amount of space in between elements on your site’s pages are crucial for developing a good UI. Something too large can be offputting and unpleasant to look at, while something too small has a risk of being overlooked.
Similarly, placing important elements in areas of the site where few users navigate to (such as the bottom corners) won’t leave you with optimal results.
Instead, make your site scannable and ensure that the most important info is in an attention-grabbing area.
Clutter is sure to result in people leaving your site (or otherwise missing important content). Keep things as simple and streamlined as possible so that scrolling through your website’s pages is a natural, seamless process.
Avoiding unnecessary wording and images is a great way to maintain clarity.
When a user complex an action (such as submitting a form), your site should communicate to them that the action has been completed. This is especially true if there was an error during the process.
For example, someone who enters their personal info into a signup form for an email newsletter may be immediately taken to the site’s homepage with no confirmation message. This may lead them to attempt multiple signups or forego the process altogether.
What About User Experience?
This term is just as easy to infer as the previous one— it refers to the overall experience your user has while they’re on your company’s website.
While it’s possible for a user to have a ‘neutral’ experience as opposed to solely positive or negative, you should prioritize creating a positive experience as best as you can.
You can learn more about UX/UI trends for 2020 here.
To define more clearly, UX is the overall quality of the customer’s journey as they navigate through your site. As with UI, there are attributes of good UX you should strive for.
Let’s dive in.
Perhaps the most important factor in developing a solid UX is a focus on quality content. No matter how you present your content, it won’t make much of a difference long-term if it’s of poor quality.
Your site’s copy should be well-written and engaging, and its graphic design should be eye-catching and flow smoothly with the rest of the site.
Your content should also be arranged in a way that offers logical movement along the customer’s journey (interest, desire, action, etc.).
The more specific you can make your content for your users, the more likely you’ll provide them with a noteworthy experience while they’re on your site.
Taking into account a user’s geographic location, for example, would allow an athletic apparel company to provide users with the closest store pick-up locations for their orders.
Additionally, analyzing a user’s behavior will allow you to recommend the products or services based on their previous purchases or browsing habits, allowing you to save them time (and potentially money through special offers).
With the number of people who use mobile devices as their primary browsing method steadily increasing, offering quality UX also means voice search integration.
Many people aren’t quite sure what they’re looking for on a company’s website (especially if it’s their first visit). They also may not know how to phrase their questions regarding their destination.
So, incorporating a speech-based search tool that analyzes relevant spoken keywords can provide a huge boost in UX.
Understanding UX Vs UI Can Seem Difficult
But it doesn’t have to be.
With the above information about your website’s UX vs UI in mind, you’ll be well on your way to creating the strongest online presence possible and set yourself on track for higher numbers in the future.
Want to learn more business tips that can help you out in the future? Be sure to check out the rest of our blog.