The user experience (UX) is critical for the success of any business’s website: A bad UX will drive visitors away, leading to lost sales and other problems, while a good one will keep visitors hooked and make them more likely to take the actions the business wants them to. The same goes for apps. If you’re curious about ways to work on the UX your company presents, just keep reading for several tips.

Don’t Ask for Too Much Information Up Front

One pitfall to avoid is asking for too much information upfront. If users need to spend a large amount of time filling out forms before they are truly able to use the app or website, then they will likely go elsewhere in search of a less frustrating experience.

Keep Calls to Action Focused

Calls to action need to be singular and focused, or else it will be difficult for users to hone in on the action you want them to take. For example, if you want a page to gather contact information from customers, every design decision should be made with that goal in mind.

Focus on Responsiveness

Mobile usage is more ubiquitous than ever, and The Manifest’s Ian Heinig recommends handling UX in a way that ensures mobile users have an easy time accessing information. For websites, Heinig points to “trimming the secondary elements” of each page as a great way to streamline the experience for mobile users. Pages can be relatively minimalist yet still engaging.

For mobile platforms, apps should undergo extensive testing to make sure they are easy to navigate on small screens. The same goes for tablets.

Solicit Feedback

Feedback is important for continually improving any UX. For example, in an e-commerce setting, an easy way to obtain feedback is through surveys that ask customers about how their online shopping experience went. Another method is to offer a small reward in exchange for people spending time with your app or website, then reporting on their experience.