User experience, or UX as it is often abbreviated, is where great development and graphic design meet.
It’s more than just a good graphic design, and it’s more than just making sure that your site is functional.
A good user experience is one of the most important aspects of a website and should be considered from the beginning of the website design process and reflected upon for all ongoing updates and improvements.
Here are five reasons why good UX design matters.
Good UX Keeps Prospects on the Site
68% of visitors leave websites because of poorly-designed UX.
If visitors to your website find it clunky and hard to navigate, chances are they will become frustrated and simply give up. How many times have you navigated to a site only to find that it is bloated with intrusive advertisements or is too confusing to navigate? What did you do?
If you’re like most people you clicked the back button and tried to find a competing site that gave you the results you were looking for without all the crappy design.
To be clear: Once visitors have left your website, you just lost a potential customer. (Well, there are ways to get them back. Things like retargeting can help… but not if your site still sucks.)
Don’t let prospects slip away because your website’s user experience is lacking! Keep your prospects engaged with your content and make it easy to find what they are looking for.
Above all else, don’t overcomplicate things. Overcomplicated websites with flashy design are usually made with one person in mind, the business owner or VP of marketing. They stroke the companies ego so that they can say they have a cool site, but in the real world they just don’t convert visitors into customers.
Tested UX Increases Revenue
UX has an incredible return on investment.
McAfee’s site redesign saved them 90% in support costs.
IBM, for example, gets 1:100 returns on usability testing. This may be obvious, but that means that for every $1 IBM spends on improving its user experience, it generates $100.00 in measurable revenue. That’s a pretty amazing ROI.
Or look at Amazon’s experience: after monitoring customer behavior on their site, they found that customers were abandoning their shopping carts. Digging deeper, they realized that unregistered users were required to create an account in order to checkout — and customers didn’t want to do it. So they removed the compulsory account creation and found that purchases increased by 45% during the first month, earning them an additional $15 million.
It’s also important to remember that as your company grows, these incremental improvements compound. So Amazon might have just made $15 million in additional revenue within the first month, but as their overall traffic grows so does their revenue at an increasing rate.
A Good User Interface Shortens the Learning Curve
A website with a good user experience is an accessible website.
People do not want to spend a long time trying to figure out how to use your site.
If it takes them too long to find out how to create an account, make a purchase, or get a demo — they will leave.
Use UX to Build Your Reputation
Great UX sometimes goes unnoticed, but you can be sure that a poor user experience will make waves — and definitely not in a good way.
44% of people will tell their friends about a badly-designed mobile site.
Or, think of the Healthcare.gov site when it was first launched: it was a tool that some people wanted to use and a site that some people were even legally were forced to use. It was an important site. But the user experience was so terrible, and people complained so much, that it only received negative press and the entire ACA’s reputation suffered from being portrayed as poorly-thought-out and unprofessional.
Don’t let that be your business.
On the other hand, Apple has done a lot of work investing in the user experience and has been wholeheartedly praised for how easy their products and website are to navigate.
Think about sites that you use often.
Sites like Google, Netflix, Amazon and Youtube all have one thing in common… They are incredibly easy to use. Just ask the nearest 4-year-old to use the mobile version of each of these sites if you need proof that they are dead simple to operate.
Use UX to Make the Experience Enjoyable
Repeat customers are the lifeblood of your business.
They spend 66% more than first-time customers and cost your business ten percent less. So it is absolutely crucial that you focus on offering up an excellent user experience and customer experience, to help convince them that they should return in the future.
UX can play a large role in this. 62% of online shoppers base future purchasing decisions on their past user experience with a business.
Make sure that your user experience is well-designed, and you will have less to worry about making sales or acquiring new customers. Having a robust stream of repeat customers coming back for more is a great feeling, it’s also the best way to assure that your business will stay in business during the tough times.
User experience is a crucial component of your site, but it takes an expert to do it correctly. We would love to help you improve your UX, or design a UX-friendly site for your business. Get your free inbound marketing assessment today or ask any questions you may have about UX in the comments below.