How to enhance the user experience on your website.

We know that your website is the most important member of your sales team, so in this post, we want to help you enhance the user experience on your website. 

Website User experience (UX) is the practice of designing a website’s interface around the needs of users. For this reason, it’s sometimes referred to as ‘user interface design’ (UI). 

No matter your business or industry, the seven principles of good user experience are the same. These include:

1. Usefulness. The website’s content is useful. 
2. Useability. The website itself is functional on desktop and mobile. 
3. Desirability. The image, branding and design elements are attractive to the user. 
4. Findability. The website is easy to navigate.
5. Accessibility. The website’s design is accessible for people with disabilities. 
6. Credibility. The website invokes a sense of trust. 

When used correctly, a good user experience is a powerful (and inexpensive) marketing tool everyone can embrace. Short term, a good user experience will provide your domain with search engine optimization (SEO), more unique visitors and will improve your website’s bounce rate.

Long term, businesses that provide an enhanced user experience acquire more customers for less, retain more customers and experience a competitive advantage over their competitors. Sounds, good – doesn’t it? 

When embracing user experience, many businesses choose to employ the services of specialists, including: 

• Business analysts, who determine the best website layout for your customers. 
• UI / UX designers, who can enhance your website for you. 
• Mobile developers, who can optimise your website for mobile or build you a betting app. 

However, there are many ways to enhance the user experience of your website without employing specialists. Here’s how. 

Before you start enhancing your website user experience, you’ll need to conduct market research. There are two primary forms of user experience market research, including: 

• Exploratory research that analyses your competitors and explores what an enhanced user experience will do for you.
• Specific research that analyzes what your customers want from your website. 

After conducting market research, set your website primary goals. Some common goals include:

• Expand your blog post collection. 
• Increase your website speed. 
• Develop a mobile-friendly website theme.
• Increase the number of images. 
• Implement eSports betting content into your betting website. 
• Develop a betting app for mobile users. 
• Use calls to action on every page. 

With each of these goals, implement small solutions. While overhauling your website may seem exciting it can take time for your customers to adjust. Start slow and make gradual changes. 

As you implement your new design, it is essential to conduct user testing. During user testing, you’ll need to test the security and performance of your new website while gaining feedback from customers. 

The best way to gain feedback is to send out customer feedback surveys.

Tracking your website metrics is also a great way to measure your website’s user experience. Try measuring the following metrics in the month before and after enhancing your website’s user experience. 

• Page load time.
• Bounce rate. 
• Error rate. 
• Unique visitor traffic.
• Landing page conversions. 
• Sales conversion rate. 

Naturally, building a good user experience requires a period of trial and error – as well as some advice from the pros. 

When it comes to enhancing your user experience, some expert tips are always helpful. Here are three tips we swear by. 

Spice up the look and feel of your website by making it visually appealing. White space, or ‘negative space’, is the clean area between design elements. This space serves several purposes. It highlights key elements of your website, makes your website look professionally built and increases the legibility of your content. 

Within boxes of text, white space also keeps the reader engaged for longer. White space is easier on the eyes and breaks up large chunks of text into bite-sized morsels visitors are more likely to read. 

Remember, white space isn’t always white –  it’s simply a clear space built into your design. 

A good user experience depends on the functionality of your website, which is why optimisation is important. There are four things you can do to increase your optimisation, including:

• Increasing your website speed to under 2.0 seconds. 
• Using a mobile-friendly design across your entire website. 
• Removing old pages to decrease the number of 404’s on your website. 
• Remove information silos (ie. pages that lead the visitor into a ‘dead-end’ with no calls to action). 

If the majority of your website traffic comes from mobile devices, you may also want to look into using Accelerated Mobile Pages (AMP). 

Good user experience relies on simplistic and easily digestible design. To achieve this, we recommend you:

• Avoid large chunks of text outside of blog posts. 
• Use plenty of headlines and keep them descriptive of the text below.
• Remove unnecessary pages from your homepage and focus on directing visitors towards the most important elements of your site. 
• Use a website footer with your company’s information and pages for easy navigation. 

An enhanced user experience doesn’t just include your website. As a bookie, you want to meet the needs of your customer – including the ones outside of your direct control. Connect your customers with tools to help them bet, including game calendar tools and game analysis tools. Although you’ll be directing traffic outside your website, these tools are game-changer ways for your customer to engage with your website and services. 

As a bookie, you’ll also need to ensure you are using the best pay per head software. 

A good user experience doesn’t just stop at your website. Optimising your customer’s betting experiences is essential for keeping your customers happy and engaged for longer. 

For that, you’ll need five-star pay per head sportsbook software like Realbookies. Over the past twenty years, we’ve developed the best bookie software on the market with an unrivalled user experience.

Want to see for yourself?

Start your free trial today.