Why Should User Experience Be Your First Focus?
Businesses spend an average of $600 billion per annum on advertising, but an incredibly small percentage of this amount is spent on actually driving sales. In fact, 52% of marketers spend 5% or less of their entire advertising budget on conversion and user experience. While some situations, this lack of a budget is a conscious decision, for most, it is just a clear-cut oversight; however, this is an oversight that costs money.
User experience, usually abbreviated to UX, is the means of designing a visitor’s experience on the website so that as much of their visit is planned out prior to their visit. It is also about creating the experience to make sure that every component of the page, from the size of the call-to-action buttons to the pictures and the feelings evoked by colors, is positive. User experience enables you to control every visitor’s experience so that they have a positive one and are more likely to convert, and it is especially crucial for you to think about as a number one focus for your website, e-commerce store, or blog.
User Experience Enhances Your Website
Consciously designing a website around the users, the devices they use, and their preferences can assist to enhance the site’s performance. For instance, after observing that a large percentage of their readers were from mobile devices, Time magazine changed to infinite scrolling on their homepage and reduced their bounce rate by 15%. Designing a website around your users and their needs will positively increase the time they spend on your website. Visitors will spend more time on sites that meet their needs and on sites that will need the least amount of complication steps to find new content.
Users Leave Websites They Hate
Result found that 88% of customers are not likely to go back to a website after a bad experience. What can be defined as a bad experience? Slow-loading sites, difficult to navigate menus, and pages that are not responsive are all one of the worst offenders. In fact, 73% of mobile users highlighted that they had encountered websites that were too slow, and with the same study, 43% of mobile users stated that they would leave a site if it requires more than 3 seconds to load.
In another study, users were found to leave if it took even 250 milliseconds to load. About 39% will stop reading on a page and will abandon the site if pictures do not load properly. So how badly do you think slow loading speeds affected companies?
Research estimates that it cost businesses approximately $2.6 billion in revenue in the whole of 2015. While loading speeds are just one of the many issues experienced by website users, this data shows that visitors will leave if they are not happy with the website. By ensuring that the site loads quickly, the page is designed for different devices, and that content is easy to find, companies can improve the user experience and drive more traffic.
User Experience for E-Commerce
User Experience involves using several persuasion triggers to assist consumers to commit to buying a product or service, but one of the most critical triggers is happiness. Visitors usually tend to make a purchase when they have a positive experience. For instance, ESPN used a consumer survey determine changes to their homepage, and they managed to increase 35% in revenue after going through with all the changes. By tailoring your site to the needs of your users, you can considerably improve the value of the website, and therefore the willingness of your consumers to carry out purchases. User Experience can also drive sales by enhancing Call-To-Action (CTA) buttons, making it easier to find information, and by considering the whole user journey.
Visitors Develop Brand Impressions Instantly
Users pass judgment on your website from the moment it loads, and most of them use aesthetic and design to figure out if your site is credible and trustworthy. While eye-tracking plays a considerable part in this, 75% of customers use their first impression of the aesthetic to decide whether or not the business is credible. An additional 94% judge the website predominantly based on design. Research has shown that when given 15 minutes to read something, two-thirds of test subjects preferred to read content that is beautifully designed over something plain. Design and aesthetic are extremely important, and your user experience should encompass them. If this fact is ignored, your website visitors might be leaving more quickly than you would imagine. However, after judging that your site is credible using design impressions, an average of 64% of visitors will look for contact information, your product listings, or even your ‘About Us’ page to further confirm that impression.
Mobile Responsiveness Creates Positive Experience
Currently, more than 60% of all website traffic comes from mobile, and this means your site must be optimized for mobile. Google mentions that a bad mobile experience makes visitors more prone to avoid hiring the company. Mobile users are also more likely to leave a task (such as checking out on shopping cart) if a site is not optimized for mobile, and that 48% of users feel frustrated and annoyed when websites are not optimized for mobile. According to findings, mobile users make up more than 60% of all local searches intended on making a purchase, with over 70% of mobile users search for products while in a store or before visiting a physical shop, and many conduct research on their phone. For B2B businesses, this is even more important, because Google stresses that small business owners spend their free time looking up for services or solutions on their mobile phones. If you are not optimizing your mobile experience, you will risk losing half or more of that traffic.
User experience is about optimizing your website for the users, so that they can easily navigate and use your website. It is also about ensuring that the elements on the pages are optimized to guide visitors to where they wish to go, make sure that the user trusts the site or the business, and communicating the right information to them. While traditional design is majority on aesthetic, that is no longer sufficient. Today’s consumers are service-centric, and they want to do business with companies that pay attention to them.
Integrating user experience into the website design is the perfect chance to communicate that to your consumers while improving their website experience, and optimistically boosting sales.