User experience, or as you may have seen it written, UX, is all about making your website human-centered. This means we make it as easy to use and not make people guess what they are supposed to do next. When creating and upgrading your website, you need to focus your design on people’s actions and how your visitors expect your site to work for them.
In our latest website course, we cover user experience fundamentals, in-depth, and teach wine marketers how to structure a website to make a visitor’s experience excellent.
To start, we suggest that you ask the following questions to audit your own winery website’s user experience.
1. Is your website mobile-friendly?
There is no excuse these days to make mobile users scroll from left to right to see your website. The design and language of your site should be clear, easy to read, and simple to navigate from a small screen.
52 percent of customers are less likely to engage with a company because of a lousy mobile experience—which is why you must make sure your website and ecommerce platform are optimized and “responsive” for all devices. Responsive means that your website responds and is viewed appropriately on any device. It doesn't just become a mini-desktop version but ultimately scales down to an experience that is ideal for each possible device whether it’s an iPad, iPhone, Android, etc..
2. Are your website and ecommerce seamless?
Keep your website and ecommerce solution as seamless as possible. Going from the home page to the product page shouldn’t make the visitor think they’ve left your website. Often times websites and ecommerce systems can confuse customers. Your home page may have a specific style and layout but your product and checkout pages may be totally different because they live on a different ecommerce platform. Make sure to keep your design and layout as similar as possible throughout your entire site from front-end all the way to the shopping cart.
3. How’s your site speed?
Load time on your website can have significant consequences on your sales. According to data from Kissmetrics, website visitors tend to care more about speed than all the bells and whistles we want to add to our websites. 40 percent of people abandon a website that takes more than three seconds to load. Additionally, page-load time is becoming a more important factor when it comes to search engine rankings.
Speed is associated with many different issues such as:
- a slow server
- a page that is too large
- images that are unnecessarily too large in size
- code that requires significant processing
- a slow database
- among other issues.
There are a lot of tools available to help you assess your website speed, try https://testmysite.thinkwithgoogle.com/ to test your site and get a free report on how to speed it up.
4. Is your checkout process simple?
According to Kissmetrics, problems in payment and checkout processes have forced two-thirds of shoppers to abandon their purchase. To avoid the dreaded abandoned shopping cart, one way is to avoid account creation. According to the Baymard Institute, 35 percent of people who abandon their cart do so because they didn’t want to create an account. People are less likely to take the time to fill out a form, especially if it requires information that they don’t have readily available.
Check out our latest course to learn more ways to enhance your winery website to meet your customer’s expectations and needs. Create a site that connects with your customers and leads them down the path to buy your wine. Learn more.