We take you step by step through our quick and easy User Experience review, detailing what to evaluate in each step, and how to uncover opportunities to create a better user experience for your golf customers at every turn.
How does it look?
The “look and feel” of a website is how the site looks to your golf customers and how it feels when he or she is interacting with it. It conveys your golf business’s “personality”, and should match your brand and business objectives while still fitting in with your customers’ expectations of the business and the golf industry.
The “look” is defined by the following components of your website:
How does it flow?
Not all website visitors are created equal. Prospective customers come from different sources (landing page, email, social media, etc.), with varying levels of knowledge and engagement, and with different goals. Map customer flows to conversion funnels that provide value to the customer as well as your golf business.
Include compelling calls to action.
Include easy, direct paths to the check-out process from the website’s internal content pages and blog posts.
Make the check-out process as frictionless as possible, and reinforce confidence along the way to help the buyer commit to being a part of it.
Is it engaging?
Online engagement is a website’s ability to hold a visitor’s attention or encourage the visitor to navigate through the website. In this case, we want them to stay on your site for longer than three seconds. It starts with:
Well-written content that is easy to read.
Clear, easy to understand headings to segment content into short digestible sections.
Include images and videos. Visitors are becoming more visual, and graphics take less attention span.
Improve visitor engagement on your website by providing information as quickly and simply as possible.
Your main goal is to convey useful information as quickly as possible in small chunks. The more effective you are at sharing information simply and intuitively; the greater probability visitors will stay on your page and view the content. The use of audio and video clips, images, infographics and slideshows are great ways to break-up written copy and convey content more simply for the visitor.
Does it make sense? Is it valuable?
Is your website easy to understand? Are YOU easy to understand? It’s important to determine—from your customers’ perspective—if the information you’re providing is useful and has value. Can your customers use your content in the real world to make informed decisions that will improve their lives?
Provide logical, customer-driven content that is easy to understand on the most basic level. Product content should highlight how is it going to help a customer advance their game.
Your visuals should communicate value.
Provide something of value in return for customer contact information.
The experiences you are offering should be helpful to the customer. Think “what’s in it for me” from your customers’ perspective.
Infuse a human element into your site. Go further than icons to showcase people and your site’s personality.
Is it conversational?
Every use of your website is a conversation started by a prospective or current customer and should be engaging and interactive. There are three types of conversational content that you can be using on your web site.
Transactional—This can be filling out a form and completing the checkout process.
Mutual—chat bots, or features with real time back and forth.
One way—where content is disseminated and customers are consuming it. The majority of websites we see are of this type, with content being presented for customer review.
Think of content as a two-way conversation with your customers for better, friendlier interactions.
Is it repeatable?
You’re getting some visitors to the site, but it seems like once they leave, the opportunity is over and you’ll have to work even harder to get other new visitors. You need to create an experience that draws customers back to your site.
Establish your site as an authority in the golf industry with blogs or vlogs
Promote your social profiles
Provide opportunities for opt ins for additional content
Golf Pulp can help you identify opportunities to improve your user experience online. See how we’ve helped other golf companies here.