A high-performing website depends on strong user experience and website feedback is one of the most reliable ways to uncover what your analytics can’t. While tools like Google Analytics show what users do, only feedback explains why they leave, struggle, or convert.
Based on thousands of feedback insights gathered from Mopinion customers, we’ve identified the most common UX issues and how to fix them quickly using a mix of UX best practices and targeted website feedback.
Below are seven effective ways to improve your website user experience.
- What is website user experience?
- What does it mean to enhance the user experience?
- Tip 1: Focus on clear content
- Tip 2: Website user experience starts with UX design
- Tip 3: Speed up your website’s loading time
- Tip 4: Make the login procedure easy
- Tip 5: Bugs everywhere?
- Tip 6: Deliver a mobile-first experience
- Tip 7: Ask for feedback
First: Let’s get back to basics
What is website user experience?
Website user experience (UX) refers to how easily visitors can navigate, understand, and complete tasks on your website. It includes design, content clarity, loading speed, mobile performance, accessibility, and overall ease of use.
A strong UX makes it simple for visitors to find information, complete goals, and feel confident interacting with your brand. Poor UX, on the other hand, results in frustration, drop-offs and lost conversions, insights you can often detect early through website feedback.
What does it mean to enhance the user experience?
Enhancing your website’s UX means making targeted improvements that create a smoother, faster and more intuitive experience. This has a direct impact on core business outcomes, including:
- Higher conversions and sales
- Stronger customer loyalty
- Better engagement
- Improved brand perception
- Increased ROI
Even small UX improvements, such as faster load times or clearer content can have a measurable impact on user satisfaction and performance.
How to improve your website user experience: On with the show!
Tip 1: Content is king: Focus on clear information
Clear, easy-to-scan content is one of the biggest drivers of good website user experience. When visitors land on a page, they want information quickly, without effort.
Prioritise content that is:
- Easy to find
- Easy to understand
- Easy to follow
How can you get clearer content?
Map out the customer journey
Identify what visitors come to your website to do, where they get stuck, and what information they expect. This prevents confusion and reduces unnecessary drop-offs.
The first step to address this problem is to map out your online journey and create your content based on this. Try to write down and decide:
- Who the people visiting your page are (buyer personas).
- Who your target customer is.
- All the reasons why a visitor might be on your website.
- How they behave while they are on your website.
Invest in UX writing
UX writing focuses on clarity, simplicity and task-completion. Unlike copywriting, its role is to guide users smoothly through your content and improve overall website usability.
Tip 2: Website user experience starts with UX design
So what can you do to create good UX design?
Keep it simple
Use clear headings, bullet points, concise copy, and strong calls to action. Each page should lead the user to one clear goal.
Include whitespace
This is the quickest way of improving the UX design of your website. Whitespace is the space between text, graphics, images, and blocks. It allows your designs to breathe and adds to the simplicity of your website.
According to Human Factors International, using whitespace in designs increases visitor comprehension (and therefore also the website user experience) by almost 20%!
Tip 3: Speed up your website’s loading time
Slow loading times remain one of the biggest UX issues. In many cases, performance problems appear during promotions or traffic peaks and they heavily influence conversions.
How to improve your website speed:
- Invest in reliable hosting. Cheap hosting often means overloaded servers and slow performance.
- Optimise assets. Compress images and videos before uploading them.
- Enable caching. Caching tools or plugins (e.g., in WordPress) can significantly reduce loading times.
Want to optimise your website?
Start collecting feedback to see how you can improve your website user experience.
Tip 4: Make the login procedure easy
Online services are an important feature for many companies. Think about all the accounts you use regularly: Streaming services, webshops, banks, energy companies, telecom providers, etc.
It’s hardly surprising that issues with logging in to a website can be the most infuriating thing on this planet for many users.
In other words: Everything you can do to make it easier to log in, will greatly improve your website’s user experience.
What can you do to create a seamless login experience?
Don’t reload the login page
Have you ever entered your login details into an account, convinced that you have the right information, only for it not to work?
The page keeps reloading and giving you an error message. On the fourth try, you finally notice that you accidentally typed “name@domain.con” instead of “.com”. These kinds of experiences are quite disruptive.
The good news is that the issues can be fixed with the help of a Javascript or Ajax validation! This immediately lets the user know that they have made an error, like filling in an invalid email address.
Did you forget something? Optimise the password retrieval process
Today, it is more or less standard to give users the possibility to reset a password. Often, this option is not shown until after the user has tried to log in incorrectly. But this might not be as helpful as you think.
Imagine that you are logging into a streaming service, like Netflix, and you know you don’t remember the password. But there is no button to retrieve it in sight. This leads to two issues:
- You might not realise there’s a way to reset your password, leading you to contact customer service or search the FAQ before even trying to log in.
- And even if you do figure out that you need to attempt logging in to access the reset option, it still adds an extra step to an already frustrating journey.
In summary: Include the button saying “Did you forget your password?” already from the start.
Tip 5: Have everyone be on the lookout for bugs
Even with extensive pre-launch testing, bugs still appear once the site is live. Your customers often spot them first!
To reduce them, you can use tools that allow you to test your website in all possible combinations. This usually helps with bugs in the front-end. But all kinds of different things can still go wrong in the back-end software.
Did we mention that bugs are sneaky?
Your customers are usually the first ones to discover the lingering bugs after your website has gone live. So make it easy to report them! This can be done by putting in a form where your visitors can explain what is going wrong.
This is a quick way to give you relevant insights into which pages need your attention. And it improves your website’s user experience in the process!
Tip 6: Deliver a mobile-first experience
Here is an aspect where trusty old Google Analytics doesn’t fail us! Have a look at your website traffic. Are most of your visitors using a desktop or a mobile device to browse your content?
We are betting that a large number of them are mobile visitors. More than half of all web traffic comes from mobile devices.
That’s why it isn’t surprising that users are five times more likely to leave your website if it isn’t well-optimised for smaller screens.
Even if most of your visitors use desktop, you still need a mobile-first mindset and the reason is simple: SEO. When Google indexes your site, it crawls both desktop and mobile. So if your mobile version isn’t optimised, it becomes harder for customers to find you.
So what can you do to create a mobile-friendly website?
Lots of things! But here is where you start:
- The images. Start with the smallest screen and then work your way up to larger devices when designing your website.
- Pay close attention to your texts. Stay away from too thin and complex fonts. Increase the readability by handling the space between the letters and the lines in a smart way.
- Make sure that your menu is easy to navigate by touch.
Tip 7: Ask for user feedback
Asking for feedback is the only way to get a concise answer to what your users are missing from your website.
As we said at the beginning of this post, it can be hard to deduce visitor behaviours with the help of traditional marketing analytics alone. They will show you THAT people exit on a certain page, but not WHY.
Asking for feedback fixes this!
How can I improve my website user experience with feedback?
Measure your customers’ experience and take action
There are many KPIs for measuring user experience, but one of the most relevant is the Customer Effort Score (CES), it shows how easy (or difficult) it was for visitors to complete their task on your website. Simply ask them how much effort it took.
Always include an open comment field so they can explain their score and tell you exactly what needs improvement.
Want to know more about how to create a user experience survey? Read about 5 different user experience questionnaires here.
Ask for missing content
Do you have pages with complex information or high drop-off? Those are ideal places for a feedback form.
Ask a simple question like “Did you find what you need?” and include an open comment field so visitors can explain why. This gives you clear direction on what to improve.
And if around 60% of responses say they didn’t find what they were looking for, it’s a strong signal to act, whether by improving navigation, simplifying content, or adding a search bar.
Don’t be afraid to go in-depth
Do you need more in-depth feedback? Then it’s a perfect moment to create a user experience survey. This is beneficial when you have more extensive questions. For example, regarding the look of your website, your product/service, or even how your visitors found your brand.
Are you ready to see how feedback can help you improve your website’s customer experience? Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
Ready to see Mopinion in action?
