Before we get into why user experience (UX) is important for your business, it’s important to know UX’s purpose. The user experience and user interface design is the user’s experience on your website: navigating, reading content, clicking buttons, and eventually purchasing the product or reaching out about a service you offer.
What is Branding?
Website branding is more than a logo; it is more than visuals and includes your brand differentiators and user pain points. Visuals increase engagement with your site’s content, but only if they are relevant to your product or service. Differentiators help users decide why they should work with you over your competitors. User pain points are for identifying where and why users are leaving your site.
Improving User Experience
Connecting with Users
No matter what you’re selling, connecting with your audience is key, and incorporating your brand into your website can help with that.
Part of engaging your audience is having a site that’s three things: organized, with well-defined places for people to contact you listed on the site; clear, which includes not using industry speak so it’s easy for people to learn when they might not know what you to do; and easy to use, which means don’t be fancy with design trends.
It’s easy for your users to get frustrated if things are hard to find on your website, and users won’t want to keep coming back or refer your business.
Word Of Mouth
The most effective audience building strategy is word of mouth or referrals. Word of mouth is out of your control, but you can control how your brand is represented through your website. Almost all referrals or word of mouth references will start by looking you up online and if it doesn’t align with what the referral said, they will leave quicker than you can say “but wait, there’s more.” This goes hand in hand with keeping your audience coming back: if your site’s user experience is pleasant, people will keep coming back and leads will grow.
Look At Analytics For Validation
Tracking analytics in Google Analytics and Google Search Console and checking in on them regularly is one of the best things you can do for your website. Are people leaving the site just before purchasing the product? Are they engaging with your content?
Periodically checking in on how users are using the site lets you know where people are dropping off in the sales process or what you might need to add or take away from your website.
Let’s say your end goal for users is that they submit a contact form, but users are leaving the site after they visit your About page. What were they looking for that they didn’t find? Was there an opportunity for them to get from your About page to the Contact without having to go back to the navigation?
If this is happening more often than you would like, it might have something to do with user experience. Maybe your contact form is in a drop down so it’s hard to find, or it doesn’t show a “form submitted” page so people aren’t sure whether or not their submission has gone through. Improving your user experience is fixable, and it’s an important fix.
Improving user experience (UX) helps your business because it drives conversions and helps increase word of mouth for your website. This leads to more purchases of your product and an increase of overall engagement. Do you think the user experience design on your site could be better? Contact us for more information.
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