If your customers are feeling frustrated due to clunky navigation they are likely to click away.

Online retailer startup Kent & Lime, operating solely in Australia, has generated $700,000 in revenue to date and signs up 2500 new users a month, 3% of which go on to make a purchase through the site.

The website targets men shopping online and offers a three-step personalised shopping service that allows a user to create a profile and become paired with a stylist to help select their clothing package.

Deciding on the best website design for your business is dependent on your audience and the kind of people you’re targeting and these are important considerations when working with a supplier to help build the best online experience you can.

Here are some common tips that will take a website to the next level, according to Kent & Lime product manager Nick Tong.

1. Map the customer journey 

By observing how people use the prototype you’ll figure out how you need to tweak the design, so wireframe and test with customers to see how they would navigate it. If you observe that users aren’t clicking on a specific call to action button it could be the placement, or that the wrong colour has been selected.  

2. Create a style guide

This helps especially when you get more resources on board. By defining style elements such as colours and typography it keeps everything standardised.

3. Build user personas

Mapping out your typical website user should cover details such as demographics (age, gender and location), the user’s needs (why are they coming to the site?) and even their business needs (what are you trying to get them to do?). Understanding your audience will help you work out how to write your copy and lay out your website.

4. Create clear navigation

If your customers are feeling frustrated due to clunky navigation they are likely to click away. Ensure navigation across your web pages is clear, direct and easy to use – it’s just one way your website can gain an advantage in a competitive online marketplace. For example, the Kent & Lime homepage breaks down their service for users into three steps separated into three boxes: step one is pairing the user with a stylist; step two is receiving a kit in the mail to try on the clothes; and step three is when the customer is only required to pay for the items they decide to keep. The guesswork is removed for customers.   

5. Include clear call to action buttons 

Create leads by placing a button or link on your site. This is how you drive prospective customers to complete forms or lead them to click on a link to get more information on another section of your site.

6. Make good use of white space

White space is the negative space between the elements of a design. It is very important for readability and usability.

7. Test your user experience

Research shows your website user experience (UX) can affect your search engine result rankings, so it’s important to get this important element right. The easiest way to discover if you’re providing a good user experience is to watch customers interact with your website and see if they understand how it works. 

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