Improving the user experience of your website shows that you care about your users. This consideration can help improve your conversion rates, thereby increasing revenue. The goal here is to avoid losing customers (and hence revenue) due to a poor user experience.
There are lots of things that can be done to optimise the user experience of your website. Below are four primary areas that you may want to consider based on my experience in the industry.
All users have one thing in common - they dislike slow loading websites and may quickly leave your site if it is too slow to load. However, website performance improvements don't stop there. Hierachy of information, user navigation and a host of other things can play a big part in how your website is performing.
Perhaps your website is not converting as well as you would like or expect. Tips for optimising your online sales funnel might include creating educational content (Awareness), setting up a landing page (Interest + Evaluation), presenting social proof (Desire) and having clear CTAs (Action).
We might think we know what our users want, but rather than basing our decisions on assumptions, it is far better to base our decisions on hard evidence. This is where AB testing comes in. Successful AB testing can be achieved through a number of practices I have learned over the years, such as making sure you're only running one test at a time on any campaign.
From a design perspective your CTAs should be easily distinguishable from other content in your design. The goal is to make it very easy for people to perform the required action on any given page. One important tip is to use active and descriptive phrases rather than 'click here'. CTA placement is another important consideration.