02. A perfect way of consistently engaging with a user and visually represent a touch point could be, for instance, to publish a post using a thumbnail picture with a prevalent colour. Users do not want to waste time thinking about what they have to do in order to find what they are looking for, but designers should enlighten the way. Words: Francesco Martella
Francesco Martella is digital strategist and web developer at OnePoint. 03. Keep it relevant! Use images
An image should be used not just as a creative component but as an effective way to set a mood and recall that emotion through a properly labelled call to action button. Keep displaying consistent call to actions using the same colour, which could be very helpful in driving positive responses from the user. Displaying tons of links, articles, products and options will only confuse the audience and waste the efforts made through online marketing activities. Call to actions should be divided into the following: primary, as a highway towards the sales funnel, secondary, aimed at re-engaging a user that fell off track and ultimately the last type offering a single option that prompts information relevant to the journey. 05. Keep it clean
The best UI/UX offered online are able to assist the user during each step of their experience. It is really important to plan the journey that the web designer wants to offer to his/her audience. 04. Websites are becoming more and more fundamental components of any well-tailored digital strategy aimed at contributing to the success of a business. The average user is attracted by multiple things all at once and sometimes it causes frustration, indecision and often the decision to leave a web page. An always-visible menu can trigger a loop where users start jumping from page to page, never following the soft paths strategically placed and ultimately leave the website. A business’ website is effectively the first channel used by users to evaluate the reliability and quality of a service or product while transitioning into the stages of a purchase cycle. It is time for web designers to step up and reinvent the way the web experience is offered to their audiences. Study heat maps
Heat maps are incredibly useful to identify and correct usability bottlenecks throughout the website understanding how far, on average, users scroll a page down, as well as what the most clicked links are and followed soft paths in order to better integrate signals pointing towards the right direction. While in the process of designing there are multiple factors that, if not planned carefully, can highly reduce the performance of a digital strategy that uses a website as a primary conversion funnel. He has been developing websites and digital strategies for agencies all around Europe, USA and Australia. Avoid too many links
The first rule is to avoid displaying too many links that might be distracting.

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