At ASP, we understand the importance of good User Experience (UX) in event websites. In fact, our research shows that potential visitors to a show make up their mind on whether they like that show or not in 2.6 seconds. So first impressions count.

Understandably exhibitors, sponsors and potential attendees want an easy, efficient, and fast user experience when using your event website. Which is why good UX is a crucial factor in converting web traffic into those all-important leads, sales and registrations.

Women In Exhibitions Webinar - March 2024

We were delighted that the team at Women in Exhibitions UK asked us to take part in their events programme. Our resident UX expert, Halini Varela hosted a discussion around the importance of good UX along with top tips for improving the interactions on your site.

Ahead of her talk Halini gave us a run-down of some of the things to think about when designing your website in a UX friendly way.

User-Centric Design
Your user should always be at the centre of your design process. If you understand their needs, preferences and likely behaviours you can shape the design of your website accordingly. Insights via user research, surveys and usability testing can provide helpful insights into how your users interact with the website and what improvements you can make to enhance their experience.

Intuitive Navigation
Site navigation is the roadmap for users to explore your website with ease. Ensure that menus are clear and concise and that you have a logical page hierarchy which simplifies the browsing experience and allows users find what they're looking for quickly. 

Implementing familiar navigation patterns and minimising the number of clicks needed to reach important or useful content can also significantly improve usability.

Responsive and Mobile-Friendly Design
Responsive design means that your website adapts dynamically to the screen size and orientation of your user. In an age where large numbers of your website visitors will be viewing your site via smartphones and tablets ensuring a seamless experience across different devices is crucial.

Fast Loading Times
Users expect websites to load almost instantly. Slow loading times not only frustrate users but also impact search engine rankings so ensure you optimise your website's performance to minimise loading times. How do you do that, we hear your ask. Here's a quick checklist:

• Compress images to reduce file size without compromising quality
• Use appropriate image formats (JPG for photos, PNG for graphics)
• Enable browser caching so that returning visitors can load the cached resources instead of downloading them again
• Prioritise above the fold content
• Avoid long pages

Visual Appeal
First impressions count, and the look-and-feel of your website plays a significant role in shaping them. Think carefully about your colour schemes, typography, and imagery to ensure they evoke the right emotions and convey the personality of your brand. Once you have nailed that, consistency of design across pages ensures brand coherence and helps users navigate the website with ease. Additionally, don’t be afraid to use whitespace (let the information on your site breathe) and make sure you use proper alignment to make pages readable and draw attention to important content.

Accessibility
Accessibility ensures that everyone, can access and interact with your website effectively. Incorporating features such as accessibility adjustment options, alternative text for images and keyboard navigation.

Clear Call-to-Actions (CTAs)
Effective CTAs guide users towards desired actions, whether it’s registering for your event, booking a delegate place or enquiring about exhibiting or sponsoring. Designing and using prominent, clear and visually distinct CTAs with compelling copy encourages users to take the next step. Placing CTAs strategically within the content hierarchy and using persuasive language can increase conversion rates and drive business objectives.

Need help with your website UX?

In a digital landscape, where competition is fierce and user expectations are continually evolving, prioritising user experience in website design is non-negotiable. By sticking to principles of user-centric design, intuitive navigation, responsive layouts, fast loading times, visual appeal, accessibility, and clear CTAs, you can create websites that not only delight users but also drive engagement and conversions.

Our digital marketing Learning Hub has lots of events that can help you boost your digital marketing strategy, or if you'd like a bespoke UX clinic or content health check get in touch - we'd be happy to help!

About Halini Varela
Halini Varela is Front End Developer at ASP, the event industry’s leading website and event tech company.

She has over 7 years’ experience as a developer, having previously worked for award-winning digital solutions developer iMedia8 before joining ASP in September 2019.

Her role as front end developer means she is responsible for creating the user interface and experience of the events websites, her primary focus is the visual aspects of the sites ensuring they are intuitive, responsive, user friendly and visually appealing.

With a passion for crafting intuitive and visually captivating user experiences, Halini has been instrumental in shaping the digital presence of events both large and small in her time at ASP. She blends creativity with technical prowess to deliver results that exceed expectations.