Every business owner understands the importance of giving customers and clients exceptional service. But the truth is that excellent customer service won’t be good enough in and of itself.
A large chunk of your potential customers will discover and first interact with your brand online, so you’ve got to make sure that your website measures up to their expectations as well.
Today, websites have become a more potent marketing tool than ever. With its 24/7 sales capability, your website can be your most valuable asset, central marketing hub, and pivotal fulcrum in your company’s digital marketing strategy.
All that said, every element of your website must contribute to a wonderful user experience (UX) for your visitors.
What is User Experience?
Users visit a website or use a mobile app to perform a task or find what they are looking for.
As they go through the site, their perception of the brand is either enhanced or diminished based on the quality of the interaction and how the site satisfies their needs. This is called user experience or UX.
In digital marketing, user experience is primarily influenced by website design. Responsive web design is all about making a website or an app easier to use and navigate, while also enhancing its marketability.
6 Reasons Why User Experience Matters
The adage “customer is king” is more relevant than ever before. With product options expanding and almost everything being offered online, consumers are becoming more selective and meticulous with their purchases.
Frustration and disorientation are powerful emotions that have a significant impact on a person’s decision-making process.
Whether it’s a website, mobile app, or desktop software, any human-to-computer interaction will benefit from a well-thought-out user experience.
Here are six good reasons why good user experience matters – a lot.
1. Elevates Your Website
The importance of speed and ease of use cannot be overstated. A user’s primary objective when visiting websites is to accomplish one of two things: make a purchase or gather information.
Users don’t have time to slog through a maze of complicated link structures to find what they’re looking for. They want a prominent CTA button, a search bar, or a simple menu to help them get to where they want to go quickly.
2. Differentiates Your Brand
Numerous digital products provide similar features and services, so it all usually comes down to design and user experience.
The elements of your web pages should help you build trust with your users and give them confidence in the functionality and performance of your website.
Brands with good UX stand out and are easily recognized by users.
With customer experience overtaking product and price in importance nowadays, differentiating your brand through positive UX becomes even more critical to your digital marketing success.
3. Keeps Users on Your Website Longer
Today’s Internet users have a short attention span; you usually only have three seconds to capture their interest before they leave your site for another one.
If your website is difficult to use, visitors will go elsewhere to find what they’re looking for. The same goes for apps that are poorly designed.
Good UX is the key to engaging users and reducing your bounce rates. Well-designed and user-friendly websites have a much better chance of keeping visitors and conveying their message.
4. Improves Conversion Rates
Visitor satisfaction is directly related to time spent exploring and moving between pages on your website.
Customers are less likely to buy from you/avail of your services if your website is difficult to navigate or plagued with overly complicated processes.
On the other hand, a positive website experience encourages visitors to explore more.
UX is critical to driving sales whether they occur online or via a mobile app. For each additional minute spent interacting with your web resource, your conversion rate increases.
5. Fosters Customer Loyalty
If you want your customers to keep coming back for more, but great UX strategies are in place. Even small changes to your website’s user experience can have a significant impact on customer satisfaction.
A user-centric, dependable, and value-adding website will help you build trust and dependability with your audience. Positive experiences encourage people to return and have more of the same quality experience.
Customers who are happy with your product or service are more likely to buy from you again in the future and even recommend it to others.
6. Establishes Brand Reputation
Great user experience may be taken for granted, but a poor UX rarely goes unnoticed.
Users who are dissatisfied with your website may not only stop patronizing your brand, they’re also likely to spread the word about their bad experience – hurting your brand image in the process.
Investing in your website’s UX is one of the best things that you can do for your brand. Once your brand develops a good reputation in the industry, consumers will actively recommend and choose your products or services over that of your competitors.
The most successful websites take the time to study user behaviour and understand user motivations to design better digital experiences.
Only then will you be able to create a genuine connection with your audiences and eventually strengthen your brand.