Your buyer persona is a semi-fictional character representing your ideal customer. By creating content that speaks to them directly, you can get visitors to your website, but how are you keeping them there?
The user experience of a website focuses on having an understanding of its visitors, what they need and their goals of using the sight simultaneously. The overall design of a website is instrumental to the user experience and whether the visitor sticks around and reads what you have to say. What’s the point of creating content if no one is going to read it?
A few stats about websites and user experience (UX):
38% of people will stop engaging with a website if the content/layout is unattractive. (Adobe)
39% of people will stop engaging with a website if images won’t load or take too long to load. (Adobe)
Mobile devices now account for nearly 2 of every 3 minutes spent online. (comScore)
Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. (Adobe)
Elements of User Experience
To evaluate the user experience of a website, let’s start with breaking down the elements of it by looking at the user experience honeycomb…
Useful - We work hard to create content that speaks to our audience and we need to make sure what we have to offer is useful.
Usable - Is it easy to navigate your website? Can the user figure out to get from point A to point B?
Desirable - The site needs to be efficient in addition to attractive to the user - do they want to keep exploring?
Findable - Is the navigation designed to locate what the user needs to find?
Accessible - Can the user access the website on any device?
Credible - Are you providing information the user can trust and believe?
Valuable - Is the content valuable to them or just fluff?
Designing for Your Buyer Persona
So much of the user experience elements have to do with the overall design of the website. Everything from the layout, colors, font and images should align with your buyer persona. Before jumping in and designing a new site, it’s important to truly identify your buyer personas. Do some research, who are your ideal customers? Buyer personas are in-depth profiles of your ideal customer - by researching and developing them, you’ll be able to target those people specifically.
So, how do you design for these buyer personas? It starts with the color, font and style to match your buyer persona personality. Colors speak differently and can give off different impressions when it comes to a website. Is your brand tone more playful or professional? Blue evokes a feeling of professionalism while purple can be playful. By analyzing your personas and who you’re speaking to, you can choose your colors accordingly.
Your homepage is your first impression to strangers and it’s important to grab their attention and pull them into the rest of the website. There are four best practices when it comes to your homepage…
Clear Purpose. Your homepage should have a clear purpose - a typical homepage purpose is to educate what the company is about.
Simplicity. Clutter will confuse the visitor get in the way of delivering the pertinent information.
Engage. Use links on the homepage to help navigate the user through the website to pages of interest.
Calls to Action (CTAs). Calls to action are important in the inbound methodology. Making them visible on the homepage will invite visitors to complete the form, turning them into a lead.
Diving into page designs, it’s important to create page templates that are relevant to the buyer persona. Every page should have a visual hierarchy and by creating catchy headlines, you can entice the user to scroll and read more.
Through growth driven design, we help design websites how buyer personas would use them. By testing and analyzing, we can understand the user and make little changes that ultimately make it easier for buyers to find what they need. HubSpot capabilities allow us to tailor landing pages, case studies, offers, content and even calls to action according to your buyer persona. Ultimately, if there are multiple buyer personas, we can cater each buyer persona’s experience to their interests to increase the likelihood of converting them into a quality lead.
The user experience of a website indicates its ability for visitors to accomplish the goal they visited the website for. The overall design of the website is important to the user experience as well as the success of the inbound marketing methodology of converting visitors into leads.