The Risk Of Underestimating UX

You’ve seen it before. You enter a new website, looking for a product or service you need, and without warning you’re lost- adrift in a sea of pop-ups, confusing text, and unclear directions. You forget what you were looking for and exit out of the page without buying anything, frustrated and irritated by the experience. This is NOT how you want your customers to feel– and prioritizing customer experience can help prevent this from happening on your sales page. It’s essential to consider User Experience (UX) when designing your sales page. UX encompasses every aspect of the user's interaction with the company, its services, and its products, including how the user feels about their time spent on the site. To help your customers get the most out of your content and enjoy their time on your page, design with them in mind. Here’s how to do so:

1. Get To Know Your Audience

Determine who is likely to buy your products, and focus on their needs. Are your customers knowledgeable about your services, or do you need to give a brief explanation on your home page? Are your customers looking for a service you don’t provide– if so, can you extend your content to meet that need for them? Ask your audience for feedback after they check out, and be receptive to what they say. You never know when a piece of feedback will give you a new great idea to boost your sales! Once you know your customers, you can streamline your sales page to direct them towards what they need, and cut extraneous content that distracts them from checking out.

2. Be Accessible

Accessibility is huge in the current UX field, but its trendiness is not the reason you should design with it in mind. Making your content accessible to people with disabilities expands your audience and tears down walls that otherwise would limit people from accessing your content. Here are some ways to make your sales page accessible:

• Choose high contrast text and background colors. If your page’s background is white, use black text, or vice versa. Don’t use color as the only way to differentiate links– if one link is red and one green, someone with red-green colorblindness might not be able to tell the difference. An alternate way to differentiate links is by using shapes to guide users (ie: “Click the square button”).
• Add closed captions to your audio or video content. While manually typing captions isn’t the most fun task, it’s essential for hearing impaired people to have this feature. Fortunately, there are AI services that can automate your captions, or you can hire a freelancer to complete this for you.
• Avoid strobing lights or rapidly changing brightness levels, which can negatively affect photosensitive viewers and people with epilepsy. Some websites should feel like a dance party, but your sales page is not one of them.

Accessibility is not a one-and-done fix, and it’s best to keep it in mind whenever you’re building something new on your sales page. Check out the Web Accessibility Initiative to keep your page up to date with the latest standards.

3. Be Consistent

Use the same terms to refer to your products throughout the site, to keep your audience from becoming confused. Don’t call your the same product a pamphlet, instructional manual, comprehensive non-fiction handbook, and guidebook companion all on the same site. Stick to one title so your audience will understand what they’re buying.

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With these tips, you’re ready to take a look at your sales page and make sure it meets your newfound UX standards! We’ve got pre-made sales page templates, proven to convert, which you can test out for free with our 7-day trial. Try SamCart today for free, and see for yourself why thousands of people like you have made the switch.