Public-Facing Website UX/UI Tips & Tricks

Websites are no longer just a way to learn more about a specific product or service. These days, they play a very important role in leads acquisition, and sometimes are even the channel for closing the deal. Overall, the digitization of company offerings makes websites an important tool to achieve business success in globalized markets.

Before getting ahead of ourselves, let’s first discuss the considerations of providing a great digital experience. While it’s true that UX/UI is a good vehicle to increase leads and draw customer attention to your company’s offerings, many behind-the-scenes aspects are just as important to the website experience.

While this blog post will focus on UXUI best practices, paying equal attention to each of the areas mentioned above is the only right approach to achieving business and user goals.

UX/UI Best Practice #1

Create an engaging “above the fold” landing page

1. Avoid showing too much on the landing page. Show only what matters.
2. Provide a compelling “call to action.” Always keep it above the fold.
3. Let visitors know your offer and value proposition. Avoid redundant text, and use simple, yet confident language.
4. Avoid stock images on your landing pages, unless they are completely relevant to the content. Use hero images that aggregate value.

Which websites do it well?

Wibbitz
Industry: Digital Products/Software

Why?
• Gets right to the point: “quickest, easiest, online video editor.”
• Includes a strong “Get a demo” call to action.
• Displays a few well-known company logos to increase their trustworthiness.

UX/UI Best Practice #2

Design an attractive, easy-to-navigate website

1. Make correct use of images and icons to generate emotional impact and add visual interest.
2. Use highlight colors to tell visitors where to go. Be explicit on what is actionable and what is not.
3. Maintain a simple layout and invite users to keep navigating.

Who does it well?

Care/of
Healthcare products

Why?
• The website uses meaningful images and iconography to suggest crafting and brand ideas.
• They use red for actionable links and buttons only.
• Layout is harmonic and simple to let users scan the page instead of reading it.

UX/UI Best Practice #3

Provide clear navigation, and always let visitors know where they are

• Provide an organized navigation pattern. Avoid using multiple menus.
• Always indicate where the user is located. Use breadcrumbs and/or submenus.
• Include a sitemap in the footer so users can navigate directly to whatever they’re looking for.

Who does it well?

Apple, inc.
Industry: Technology products

Why?
• Website navigation is very interactive and animates content while you scroll.
• Products/services menu stays persistently at the top. On-scroll options are limited to “Learn,” “Buy,” “Watch,” “Listen.”
• Users visiting a sub-page are shown a sub-header with more options, making the user’s current section and its options very explicit.
• They provide a footer sitemap that includes all website sections.

UX/UI Best Practice #4

Write content that connects with people

1. Speak directly to your users. Briefly describe what customers gain by buying your product/service.
2. Write your offer as if you are telling it to someone. Be honest, be specific, be trustworthy.

Who does it well?

Endowus
Industry: Financial Services

Why?
1. Uses bold heading messages: “Grow all your money,” “Fair fees, forever,” “Advice when you want it.” These are simple and give the user a sense of the company’s value proposition.
2. All landing-page interaction connects potential customers with videos, interactive tools and resources to generate trust.

UX/UI Best Practice #5

Gain trust with social proof and testimonials

1. If possible, show your product/service in action. Use a video or gif, offer a trial.
2. Use testimonials as social proof of success.
3. Cite testimonials from customers who believe in what you do and trust your brand.

Who does it well?

Protopie
Industry: Digital products, software

Why?
• They display a gif animation as their hero image that gives users a good sense of what’s the product about.
• They include some company logos and testimonials to generate trust.

How’s does your website or consumer mobile app stack-up to these best practices?

Anexinet offers a Mobile App Refresh Kickstart that encompasses all UX/UI best practices and takes into account the business, marketing and development efforts required to transform your business, delight users, and make your website or mobile app user experience stand out from your competitors.

Lastly, whether you need an instrumental UI, enterprise platform or consumer app, our team of designers, architects and strategists works together with your organization, tailoring our proven methodology to best accommodate your unique needs. For more information on how Anexinet can help your enterprise organization produce game-changing digital experiences, please check out our menu of Enterprise Mobility kickstarts now.