This is the final post of a three-part series highlighting five user experience principles to keep in mind when designing your site. Using these principles will help provide a great experience for users on your site. To see these principles applied to an AdSense publisher’s site, we'll host a live Google+ Hangout on October 9th at 10:30am PT with an AdSense publisher. We will be applying these very principles to help improve their site! Go to the Google AdSense G+ page on the 9th to see it live!

In our first and second posts in this series we discussed how to identify your user’s goals, the structure of your site, how to help guide users through your site and a few tips for a better experience on mobile. In this post we’ll provide our fifth and final user experience tip and lay out some strategies for converting a casual user into a loyal one.

5. Turn casual visitors into loyal users

So far we’ve discussed ways to make sure you understand what your users are looking for and how to present it to them. But you may be wondering how do you keep users coming back again and again? After all, repeat business is the lifeblood of businesses both online and offline. To get users to return, you need to do more than just answer their questions; you need to give them reasons to return to your site.

Below are a few ways you can turn one-time visitors into repeat visitors:
  • New content: First and foremost, make sure to constantly provide new, high-quality content. Next, make sure you are showcasing new content on your top landing pages.
  • Related content: Show users similar content elsewhere on your site. Create a section that links users to popular content on the same subject. This will drive more engagement.
  • Social: Make it easy for users to connect with you via their favorite social networks. All major social networks have widgets that you can put on your site to allow users to follow you. Once you have them make sure you push out your most popular content to drive return visits.
  • Email: Make sure you have a way for users to subscribe to your email list for updates and/or a newsletter.
  • User engagement: Make it easy for users to interact with your content, through forums, a rating system or recommendations.
If you have a deal site where users can search for deals, you can first prompt them to sign up to be notified via email when new offers that match their interests are added to the site. You can also showcase how many people recommend a deal so users see which deals are popular. 

We hope you enjoyed this three part series on user experience and we welcome your comments below!

Thinking about implementing some of these changes? We’d love to hear about it! Let us know what you changed in the comments section below.

Don’t forget to check out the User Experience Google+ Event Page on October 9th at 10:30am PST/1:30pm EST to join a Hangout On Air and see a real AdSense publisher put these principles in action!

Posted by David Richards - Google AdSense

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