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07.24.08 Simple Ways To Improve Your User Experience  By
Richard Hearne I'm fascinated by human psychology, and in particular online human psychology. What makes a user complete one action while ignoring another. How changing some text can double the number of desired actions, or changing the layout of your page can increase your profits exponentially. And so I'm also fascinated by User Experience ("UX") and trying to apply online behavioural study from the user perspective. So this post will (almost) totally ignore SEO, and focus purely on some small changes I would make to the website of the Vhi, Ireland's dominant private health insurance company, in order to improve UX by 100%. Vhi - Voluntary Health Insurance (vhi.ie) As a long-time Vhi customer I'm always delighted with the friendly customer-centric approach of their staff. Whenever I call their landlines the vibe and response of their call centre staff is quite inspirational. Seriously - I've never had a bad experience calling these guys. But does that translate to a great online experience? Replicating the Offline Experience to your Online Channel Unfortunately for me the simple answer is no - I always find the UX on their website far less compelling. So I've put together 5 simple actions I would take to improve the online experience. My top tip is so simple, but incredibly the issue it fixes is quite likely losing Vhi sales. I'll go in reverse order, keeping the best till last:
If it's a button don't tell me to 'click here' I did say 'if'. This is a pet hate of mine, but I think many people would agree. If you have to tell me to 'click here' so I know an element is a button then the element isn't doing its job:  Click here.. oh it's a button? 4. I'd love to talk These days there is real global push on business efficiency. And many companies are directing support and customer service to more effective communication channels. Judging by the Vhi site they must feel that email is more efficient than the phone line. How can I tell this? The phone number is buried 2 clicks from the homepage. Here's what you see when you click the 'Contact' utility link in the header: Continue reading this article.
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