Planning to design a new website or redesign your existing website? If so then you must be focused on adding fancy features, business objectives, and various tools to enhance your business website. Well, not only your business but almost every business out there looking to create a website focus on adding these elements. But in reality, you are making a huge mistake by neglecting your potential customer.
The website design you are creating and offering can be effective only when it relates to your target audience. Before you integrate any feature, tool, or design it’s essential to demystify your target audience’s behavior or we can say it’s essential to perform in-depth research about your prospects to offer a user-centric website design. But it all comes down to how to reach the target audience and build a website design that meets user’s expectations?
If you are scrolling the internet to find the answer for the same then you have landed on the right article where we are going to highlight some of the important points on why websites should create a user-centric design? How you can research for your target audience and website design tips of creating a user-centric website for your business. So make sure you stock till the end of this article to explore some of the important facts about user-centric website design.
Table Of Content:
- An overview of user-centric website design
- What is user-centered design?
- Why is user-centered design important?
- How to Define Your Target Audience?
- How to create a user-centric website design?
An overview of user-centric website design
Whether it’s business or life you can shape your selection for everything and everyone. To be perfect you need to narrow down to who you really serve and make your business offering as well as marketing techniques specifically considering them that is none other than your potential client. The same goes for the website design. Before you start creating your website is essential to identify for whom you are building your business website.
Making your website design considering every user on this planet or your needs then you will end up having a website that drives less to no results. A successful website always tries to get a crystal clear idea of who their target audiences are, their requirements, needs, and most importantly how your website design can reach and engage them. If you jump in directly into the design process without getting a better understanding of your audience then you’re shooting the arrow in the dark without any aim, which can end up wasting your time, efforts, and resources.
Today the website makes use of different tools and trends to highlight their expertise and professionalism. However, the website design is not only about offering an attractive and converting design but should be able to meet user expectations and work according to the target audience’s mind. Businesses are often used to forgetting or ignoring research about their target audience. If you are doing the same then you might have an appealing website design but when it comes to conversion, users might leave your website without performing any action.
Remember matching your website design with your target audience’s expectation is a crucial step if you are looking to convert them into paying customers. The user-centered design starts with edifying option customer needs and ends with an answer in form of a website design that is tailored to meet individual needs. Once you start understanding the users that you are trying to reach then you automatically come up with a design that meets their expectations.
User-centered design is all about what your prospects think and how you are implementing it in your design. So to help you get the most out of the website design you offer, we are going to highlight some points on how having a target audience in mind while designing your website can be beneficial? And how you can create a user-centric design for your business. If you are looking to explore 2021 website design trends then make sure you check our blog on:
Web Design Trends 2021: 10 Unique Design Trends To Follow In 2021
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What is user-centered design?
If you are reading this article from the beginning then you must have a better understanding of user-centered design but still, let’s take a look at what actually is user-centered design? It is defined as the process of creating a design that reflects and meets user needs and preferences. But the question is does the user-centered design process actually make the product user-centered? Unfortunately, it fails to do that because some of the products are human-centered and others are user-centered.
It raises another question: what is the difference between human-centered and user-centered? The real difference between both the terms is that all the products are made for humans but not all the humans are your users. The human-centric design is the process of analyzing humans based on general natural characteristics of human psychology. Whereas the user-centric design dive in deeper or we can say it’s the concise version of human-centered design with a deeper analysis of the target audience.
That is the reason why it’s said designing your website keeping a human-centered approach has been outdated. Now if you are looking to drive more traffic and conversion then it’s essential to follow a user-centered design approach. This way you will be able to design your website for the right set of people that are likely to convert after visiting your website. Most of the time websites fail to understand the behavior of their prospects. That is the reason why they hire an experienced website design company that can help them to get a better understanding of their potential users.
Why is user-centered design important?
Now that you have a good idea about what is user-centered design. Next, let’s take a look at why having a user-centered design is essential for your website. If you are looking to understand why your website needs user-centered design then a fisherman could be the best example. Most of the people who are not aware of how to catch fish think that the wider the net is cast the more fish will trap into the net.
But a successful fisherman knows what type of fishes they catch and depending on that they make the nets, by keeping size in mind. Not only that but they know where they will find the fish and how fished will get attracted toward their nets. While designing your website you need to have a clear understanding of your target market. Having a clearly defined target market will allow you to create a more tailored website which will result in a better user experience and conversion.
By creating a user-centric website design you can make your site visitor feel that the website is designed for them which will directly help you to improve the user experience. By creating the user-centric design you are not only offering a personalized experience but also ensuring that users connect with your content after landing on your website and perform the desired action. If you are failing to do that then even after spending thousands of dollars on your marketing you won’t be able to convince your site visitors to spend time on your website and perform the action.
A well-developed website that meets user expectations offers a sense of satisfaction that encourages them to take action on your website. So let’s take a look at some of the reason why businesses should create user-centric website design:
Get a better understanding of the problem
When it comes to measuring the success of the product then it’s not done with the help of numbers or complexity of the features. Instead how easily users are able to accomplish their goal after landing on your website design the success of the product. When you place your business goal during the designing process it’s essential to a goal from users’ perspective as well. With the help of user-centric design, you will not only be producing just a design rather a well-crafted picture of users’ needs. The whole design is crafted in a way that makes it a more effective story.
When it comes to creating an effective story there is multiple people involved right from the business, analyst, IT, and more. Before creating a story website you need to understand the end user’s needs. But today most of the shyness goes with assumptions about their end-user without identifying what users actually need. Once you start understanding the user problem then it will help you to get a better understanding of flaws in your product and services. Depending on that you can make changes and improve your products and services to meet user needs.
Helps in cutting down extra development cost
Having user-centered website design for your business not only helps in gaining credibility but also allows you to cut down extra development costs. Yes it may sound strange to you but the more informed you are about your prospect the less you will be spending money on designing and marketing. Most of the websites fall into the trap of optimizing their website design multiple times because they neglect to understand their potential customers.
By getting a deep understanding of your target audience you are not only making your website relatable but also save the extra cost that website spends in redesigning their website again and again. Whenever you are creating a new website or redesign the existing one without having a deep idea about your prospects, all your designing efforts can go in vain. Having a better understanding of your target medicine allows UX designers to create more effective prototypes and save money that goes into making structural changes in the final product development.
The Prototype of your website impacts the whole overall development cost as it allows designers to estimate the cost more accurately, avoid adding unwanted features and test application content for cost-effectiveness. Once you are able to eliminate these mistakes then you will easily be able to save extra designing and development costs. By understanding your target audience, designers are able to create more effective prototypes and save a lot of costs during the designing and development process.
Helps in increasing customer acquisition and loyalty
By creating a user-centric website design you will offer more relatable content which will help you to acquire a maximum audience. Many times due to bad design and some sales-focused content websites tend to lose their site visitor. But with a strong and research-based design, you will be able to attract and retain more customers for your business. The aesthetic and pleasing your website design is for the user the higher chances will be to convert your site visitor into paying customers.
Most of the time websites successfully drive users to their websites but fail to convert them because the colors, typography, and other visual elements present inside the website fail to gain users’ trust. Remember one user starts trusting your website and brand then they are likely to turn into loyal customers. Today every website and business wishes to have more and more loyal customers because they are the ones who will continue using your product and services and also encourage their close ones to purchase the product from your store. So if you wonder why your need to have a user-centric website then this can be another reason that you could take into account.
Help you to gain more world of mouth referral
Once users start trusting your website and business then it will help you to convert them into loyal customers. When you have customers that are loyal to your product and business then they will never hesitate to recommend your product and services to their friends, family, and other closed ones. Yes, the word of mouth referral is popular in the offline world. But now as people have started shifting to online platforms the word mouth referrals are becoming one of the most popular ways to gain more customers.
But for that, you need to assure your customer that your product and services can help people solve their problems. When you start creating a user-centric design that relates with your potential customer and offers them the desired solution then they will never hesitate to recommend your website to people that are seeking help where your website and product can be a potential solution. Whether it’s social media, a forum, or any platform where people can interact with each other, there will be high chances of gaining more referrals if you are able to convince your customer that your website and business is the right solution for them.
Help in improving your website SEO
Even small activity or changes made to your website can have a direct impact on your website SEO. Whether it’s changing the design, URL, content, and more websites need to ensure that it helps in improving your website SEO. If you create a user-centric website then you will be automatically improving your website user experience which will result in better SEO results. Because today google is totally focused on offering optimized user experience to their searchers. So the same google expects from every website trying to rank their web pages for specific keywords in the search engine result page.
When you create and offer a user-centric website you are not only grabbing users’ attention and encouraging them to visit your website. But also showcasing search engines that users that are visiting your website are engaging with content that will indicate the authority of your website. This way you will be able to improve your website ranking and drive more organic traffic on your web pages. Yes, it’s true that you won’t be able to rank directly on the 1st position but if you continue to engage more site visitors with user-centric website design then with your it’s possible to rank on the top of the web page for a competitive keyword.
Well, there are many reasons that can convince you why you need to have a user-centric website design. All the reasons will conclude into one answer: that having a user-centric design helps in improving your website engagement and conversion. The more target-focused website design you are creating the higher chances will be users taking action on your website. By now you must be aware of why you need to have a user-centric design.
Next, we are going to answer one of the common and frequently asked questions by almost every business owner there are looking to create a new website design for their business i.e. “How do I design the target audience for my website?”. If you are searching the same then take a look at the below points.
How to Define Your Target Audience?
Business owners that are looking to create websites should focus on creating a user-centric design rather than human-centric. Most of the time targeting a specific segment of the population for your website offers more traffic, conversion, and revenue than targeting every user on the internet. The more segmented audience you have the more specific website you will create for your audience.
When it comes to defining an audience then most of the time new beginners that are starting from scratch fail to understand who their audience is because they don’t get proper guidance on how to get started with audience research. Below we are going to list some of the tips that you can consider while defining your target audience for your website design.
1. Start understanding with “who they are?”
If you are starting from scratch then you must be wondering how you can identify who your potential customer can be. Well, one of the best and convenient ways to find your target audience is by looking at your social media business page like the people who are following you, liking your post, sharing it with other people, and communicating on your post. If a user is engaging with you on your social media profile then there are high chances that they can be your target audience.
But there is another possibility that your potential customer might not be using any specific social media platform or not at all using any other social media platforms. Yes, they might be inactive on different social media platforms but there are high chances that they must be visiting a website (if you are running paid ads) and engaging with the content or sign up for the newsletter or to get future updates.
Users who visited your website and purchased your product and services for one can be considered as the target audience. Because they needed help and got from your website so they will not hesitate to make a purchase from your website in the future as well. If you have already started gaining more ideas about your target audience for other platforms then also we recommend not to neglect customers who purchased from your website and never returned back to purchase things again.
If you are just starting with a new website and reading this article then we recommend getting started with something so that you are able to get a small idea about your target audience for different platforms where you are advertising your business. Or you can also get in touch with an experienced website design company that can help you get a better understanding of your target audience.
2. Analyze your existing customer
Once you successfully get a clear idea about who they are then next comes the important part that is analyzing your existing customer base. Your website might get different types of user persona so it’s important to segment them depending on their characteristics for better results. Today the surveys are considered one of the most underrated techniques, but in reality, they can offer you some of the valuable insight that you can get from any platform or analytical tool. Because users are the ones they are taking action on.
When it comes to analyzing your existing customers then it’s essential to look at their characteristics and organize them accordingly. Every website today should focus on getting accurate reports about their new as well as existing customers. With the help of the survey form, you get access to tons of data that you can use to define your target audience and will also help you to make marketing and design more effective. You can also make use of RFM (recency, frequency, and monetary) analysis on your existing user to get a better understanding of your future target audience.
Now if you have planned to make use of a survey to analyze your existing customer then next you might look to know how to create a survey form. Well, when you plan to create your website survey form then make sure you are adding a maximum of 5 to 13 questions. Creating a long-form with more and more questions can discourage your customer from filling the form. Instead, try to be more specific and get as much as you can from a few questions try to limit it to 8 questions.
Apart from that when you create your survey form make sure you are making the answer as multiple choice or make use of filling in the blanks. Because true and false tend to offer less insight compared to fill in the blanks and multiple choice. If you are already aware of your target audience’s pain point then focus on getting their information to create a more targeted website design. These data can also be utilized for saving extra costs in marketing.
3. Increase interaction with your existing customers
Content marketing is one of the essential aspects of successful marketing and today it has become essential for every entrepreneur to invest in content marketing. Because it not only helps you to make your content, website, and product reach a maximum number of audience. But also allows you to start a new conversation with people who can be or become your target customers.
If your blog is reaching people who need it then there are high chances that people can comment on it which will open a new conversation with them. The more you are able to interact with your audience the better you will be able to understand them. Even if a user is thanking you for offering such helpful content you should be able to apply them back. So that they continue reading your blog and also leave a cheerful comment.
Depending on the type of content you are getting, you can take the conversation further away to connect with the user, and furthermore, if they start engaging with you then you can also ask them to fill the survey form. During the conversation, you will be getting multiple questions, sometimes criticism and more so we recommend you to pay close attention to them as it will help you to get a better understanding of their needs and problems.
The more you are able to interact with your audience the better you will be able to analyze what your target audience wants, thinks, and needs. Getting more and more genuine comments in your blog post can take up some time so we recommend you focus more on making your product reachable. You can do the same on social media by engaging more and more people who are commenting on your website.
If you are looking to know more about how you can research your target audience then we recommend you consult with an experienced website design company for your website and business.
4. Think who could get benefited
When it comes to understanding your target audience then we recommend you focus more on identifying who could get benefited from your website. You can start by determining who could be interested or might need access to your product and services. Going too wide can make this step less effective. Instead, you can start by pinpointing all the features inside your offering then analyze who could make use of these features for their needs.
Once you begin to get a clear understanding of your product and website benefits then you will automatically start to understand who could make use of these features. You should always think of your website and business as collusion. Try answering questions like “who could get benefited from your website and product? Who is facing the problem? And how can you make your product reach the right set of audiences?
To identify your target audience you need to go back to asking some of the critical questions which you asked while developing your product or starting your business. You can ask yourself who can be your potential consumer? What type of profession or hobby, age, income, and more do they have. When we start talking about these factors, one common term that comes up in every user’s mind is “Demographics”. Let’s take a look at how demographics can be the major factor in the target audience research?
5. Start collecting demographics data
Not that you know how you can make use of surveys and interaction to get a better understanding of your audience. So next comes the important question on how you can collect your audience demographics, well the answers in the above paragraph. To get a better understanding of your audience demographics you can ask your existing customer about it with the help of a survey form.
Or you can also start withdrawing the customer’s demographics portrait. Wonder how to do that. Think of it as creating a character in the video game wherein the initial stage character doesn’t have anything in the background and slowly it starts developing work, house, surroundings, hobbies, and more. So you can do the same with the demographics portrait but make sure the portrait you are creating is as detailed as possible. Apart from that if you have a direct competitor then you can also take a look for the target audience in their subscriber’s list.
Later on, you can target them with up targeting to advertise them and get a better understanding of their demographics after they land on your website and become your paying customer. When we talk about demographics then it’s always recommended to start collecting data depending on the user’s behavior, location, and more. The more you are able to expand your user profile the better you will be able to understand your target audience.
This particular process will not only help you to create a user-centric website design but will also allow you to produce more effective and segmented marketing campaigns. Identifying and understanding users’ demographics can be a difficult process for the new beginner so if you are starting new then we recommend you to get in touch with an experienced website design company that can help you get a better understanding of your target audience along with their demographics.
6. Make use of market mapping
If you are running your website for a long time then you must have heard of the term market mapping. Another way to identify the target audience for your website and business is by using one of the popular market analysis methods called market mapping.
With the help of market mapping, you will be able to identify the gaps in your industry as well as in the market. Not only that but with the help of market mapping you can also identify the gap in your website, product, and many more. In short, it can be utilized for multiple purposes.
So you can get started with the market mapping by drawing the x and y-axis on a page and you can mark one label as age and another as income level. Next, you can identify and place your competitor based on their authority and customer base. Once you start plotting your competitor then you will find the gap in your chart which will offer you a clear idea of the gap in the market.
Once you start bridging the gap then it will offer you a good customer base that can help you to get a clear understanding of your target audience. Remember target audience research is not a one-time process. Businesses and brands spent years searching and getting detailed ideas about their target audience.
So when you start your research we recommend you to be patient and look for every small opportunity that can allow you to engage with your customer to get a better understanding of their demographics. If you need further assistance in how you can create a user-centric website design for your business then we recommend you consult with an experienced website design company for your business.
7. Offer more to your audience to get the same
When your goal is to define your potential audience then you need to look at every small source that can help you to get a better understanding of your target audience. When it comes to creating an effective target audience research plan then you need to ensure that you are offering sufficient resources and comforts to your customers. Because the more you offer to your audience the same you will get in return. Once you know the benefits of your product and website then you can plan to visit blog comments, group discussion, social media, and more to identify your customer needs.
The better you understand your audience’s problem the easier it will become for your business to offer different solutions. The more you offer to your audience the easier it will become for you to make your audience fill the survey or feedback form. Remember until your offering is more, you can’t expect your audience to fill your survey form or any other type of feedback form. Before you start researching about your audience you should be able to build a customer base so that your target audience research becomes more effective.
Sometimes websites and businesses also ask users to fill the survey form in return they receive some type of cashback in the wallet or points which they can use in their next purchase. This way you can convince your customers to fill your forms. Apart from that you can also visit platforms like quora, Reddit to analyze who exactly is looking for help in your industry. This way you can engage them in a conversation that can help you to analyze important information like age, gender, location, and more.
8. Identify who aren’t your target audience
Above you must have read different ways that would help you to get access to different types of audiences. And by now you must have a variety of ideas that can help you to define your target audience. Well, the defined target audience can be an essential aspect of marketing as well as website design but if you want to make your target audience search more effectively then it’s recommended to know who to exclude from the list.
Yes, you read it right if you follow the able process in a more strategic way then you must be able to get access to a wide range of audiences. But targeting all of them can never be a wise decision. That is the reason why it’s recommended to remove users who you think do not fall into your target audience list.
If any user that is not in your target location or falls into the age group that can buy your product and services then keeping them in your list can do more harm in terms of money than good. By looking at the information you need to analyze who deserves your time and effectors and users who don’t. The more segmented list you have the more target campaign and website design you will defer to your audience.
For example, if your product is built for men then that means your website design and marketing campaign should focus more on men than women. If your list contains several users who showed interest in your product but their gender is female then you can keep them in a separate list. Because your business solely targets men so even if women are visiting your page then also you can consider them as your target audience.
Yes, they can be your customer but not in your target audience list. That is the reason why we recommend you to have a better understanding of your product so that you can easily identify who can get benefited from it. If you face difficulties with the target audience research then you can always reach out to an experienced website design company for your business.
How to create a user-centric website design?
By now you must have a clear idea about how you can create the right set of target audiences for your business. Next, we will look into some of the important tips that can help you to create a user-centric website for your business. Almost every business and site owner who is running a website for a long time must have figured out that until your website design meets user expectations you won’t be able to drive the desired amount of result.
After you have gathered all the information related to your target audience then the next thing that you need to focus on is creating a user-centric website design for your business. So below we are going to highlight some of the tips that you can consider while designing your website for your target audience:
1. Color scheme
The color scheme you select for your website will play a major role in making your website user-centric. Yes, the elements you palace inside your website will help in offering users the desired information but after the user lands on your website then the first thing they will come across is the color. The color scheme you select for your website plays a crucial role in the design as well as in the marketing. Part form information or content, one thing that will help you to make your website relatable is the color scheme.
The color you select for your website can influence the user’s mood, thoughts, and emotions. It can encourage your site visitors to engage with the content and perform the desired action. But it can also drive users away from your website. That is the reason why we said color can play a major role in making your website user-centric. But the difficult part is selecting the main color for your website. You need to have an in-depth understanding of color psychology.
While selecting the color for your website you need to ensure that it matches your brand and business and helps in delivering the right message. Joe Hallock managed to figure out the color response after asking multiple people what color they associate with. Below you can take a look at the color that gives rise to emotions:
- Reliability – Blue (43%), Black (24%), White (8%)
- Fun – Orange (28%), Yellow (26%), Purple (17%)
- Trust – Blue (34%), White (21%), Green (11%)
- Cheapness – Orange (26%), Yellow (22%), Brown (13%)
- Fear – Red (41%), Black (38%), Grey (5%)
- Security – Blue (25%), Black (16%), Green (12%)
- High Quality – Black (43%), Blue (20%), White / Grey (23%)
In the same way, there are different colors that evoke different emotions. Using the right combination of colors for your website can make it more relatable and can encourage site visitors to perform the desired action.
Remember understanding color psychology is not everyone’s cup of tea and the color they are working for others might not offer you the same result. That is the reason why we recommend you consult with an experienced website design company that can help you to create a highly attractive and conversion-centric website design that relates to your target audience.
Color is an essential part of user-centric website design. The next thing that you need to take a look into is the overall layout of your website. Although the website design you create should be easy to navigate and read, your target audience will analyze how easily they are able to navigate through different pages. During the target audience research process you must have figured out various data related to them. Some of your target audience might wish to have little navigation with a simple button and others might be okay with any type of optimized navigation you offer.
Depending on the data you can easily analyze and figure out which navigation menu is right for your website and relate it with your site visitor. Not only that but the type of site visitor you are getting will also play a major role in the layout construction. For example, if your website is getting visited by young children and older audiences then they will prefer to access a simple website with a lot of white space. Whereas your website is getting visitors from tech-savvy or young professionals then they might look for more visuals and other elements. So the better you understand your audience the easier it will become for you to create a user-centric website design.
Apart from layout the font and typography of your website will also decide whether the user will be related to your website design or not. The font type and size will play a crucial role in delivering your brand and business message. Websites there target young kids who will prefer to go with comic-style fonts. Whereas if you make use of the same type of fonts target tech-savvy professionals then it will give out a bad impression about your website and business.
If your target audience is young professionals, our decision-makers of the company then you need to focus more on adding fonts that offer a more professional look to your website and business.
The font size your select for your website will also play a major role in making and breaking your business online presence. Using small fonts for your website design can drive users away from your website. If users are finding it difficult to read and engage with the fonts then they will never show interest in taking action on your website. In the same way, adding too big fonts can make it difficult for users to skim the content. That is the reason why you need to focus more on selecting the right size and type of font for your website that separates your business out from the crowd.
Remember a website design plays a crucial role in making businesses successful online that is the reason why we recommend you to get in touch with an experienced website design company that can help you to create an attractive and conversion-centric website that relates to your prospect’s expectations.
Now that you have planned to select the right color, navigation, and font for your website. Next, comes the important aspect of website design that will decide whether your website is user-centric or not, there is nothing but the “CONTENT”. During the research process, you must have figured out the problems, needs, and questions of your target audience. To create a user-centric website design you just need to convert your product and services in the form of a solution to your target audience’s problems, which can be done with the help of content.
Apart from that, you can focus on the overall style of the content and the spacing between the letter m words, lines, and paragraphs. Every small spacing will come into count if you wish to make your target audience engage with the content you offer. Not only but the way you deliver your content will also play a major role. For example, if you are targeting a younger audience then you need to ensure that the content you create and offer should be easily understandable.
However, if you are targeting sophisticated users then they will like to read the text inside your content. Apart from that if you are targeting busy professionals then you need to ensure that the content is easily skimmable. Depending on the type of audience you are targeting every small thing will be different like the style of writing, the complexity of content, and many more. If you are hiring an experienced website design company for your business then you can also ask their in-house content writing team to create user-centric content for your website.
The next thing that you can look into your website design while making it user-centric is the images you select and imbed in your website design. Images are crucial for every website and most of the time images grab the user’s attention before any text element does. Some of your audience might prefer to engage with real photographs where others might prefer graphics images. During your target audience research, you will be able to identify the preference of your target audience. After selecting the right set of images you can look into optimizing the images for faster load time so your website remains top-performing on desktop as well as on mobile devices. t
Whether you are already running a website design or planning to start a new website, you might have figured out the advantages of having a user-centric website design for your website. Apart from that, we have also listed some of the steps that can help you to get a better understanding of your target audience. The better you are able to draw the picture of your target audience the higher chances will be that your website will drive more traffic, engagement, and most importantly conversion.
Remember the existing customer of your website and business will play a major role in defining your target audience. So make sure you come up with creative ways through which you can extract maximum data from them. Depending on the data you receive you can make the changes in your website design that meet your target audience’s expectations.
However, if you need further assistance related to how you can create a user-centric website design then we recommend you get in touch with an experienced website design company that can help you to create an effective and research-based website design for your business.