When marketing a product or service, user experience (UX) matters. From your website or app to the product itself, it is crucial to make sure the user is satisfied. With the web offering a variety of options for consumers, it is important to make sure you offer a positive user experience or you risk customers taking their business elsewhere. More than 95 percent of respondents agreed that “good user experience just makes sense.” These tips can help you build a positive UX:

  1. Give users what they want.

The first thing you should consider when building your web page is user intent. What is the user looking for when they come to your page? People do not want to spend time learning how to use a site; pages with the best user experience should offer a solution to meet the user’s needs as directly as possible. It is also important to consider the demographics and psychographics of your audience. A user design that appeals to you may not be the same one that appeals to your users; design to their tastes, not your own.

  1. Make sure your pages are readable.

Not only should your copy be easy to read for the average user, but it is important that the pages are legible and scannable. Make sure your pages are not text heavy, your font sizes are large enough to be read without squinting and that the background and font colors contrast well. It’s important to remember the value of white space; avoid clutter by removing everything that doesn’t add value to your content.

  1. Ensure pages are easy to navigate.

While the Three Click Rule might be a myth, the more people are forced to jump between pages on your website, the less likely they are to make a purchase. It is important that users can easily tell where they are, where they can go and how to get there. When designing a user experience, you should assume your users are not stupid. Let users navigate away from the homepage naturally. Have clear labels on links to let users know about the content they can access.

Making an effort to avoid underlining non-links can help ease navigation and user experience. Underlining has become the universal sign of linking, and if a user tries to click through, they may feel like they’ve been tricked, giving them a negative experience.

  1. Personalize the experience.

Consumers love feeling like brands care about them. Personalizing the site experience to the preferences of individual users can create a positive experience that brings them back. Technology gives us the opportunity to customize user experiences based on things like past use, preferences and location. YouTube is a great example of a website that personalizes the user experience by recommending videos based on a user’s viewing habits.

  1. Don’t ignore user feedback. Always work on improving.

No one is a better judge of your user experience than the user themselves. Take any feedback about your user experience seriously and adapt to what users tell you they want. By giving the user the best experience possible, you leave them with a positive impression of your brand.