Customers are looking for the best experience when they do business with your company. Therefore websites should be informative and easy-to-use. You need to design user experience to reflect their needs and not yours. This is where ‘user experience’ (UX) requires your full attention. UX refers to:
- The look and feel of a website
- The flow with which the brand presents the options
- The ease with which solutions are found
In short, UX is all about understanding what your user wants.
Consumers no longer use the ‘stereotype’ marketing funnel to analyze and buy products. So your topmost marketing goal should be to reach out to customers and influence them. You need them to feel engaged and passionate about buying your services or products. Providing phenomenal customer service is something a brand would often do, but there is more to it when it comes to good UX design. Your business should understand consumer experience. You can then design to satisfy the customer’ need easily. The aim is to make them believe in your brand.
So what kind of user experience are you delivering?’ If your user’s goal is not immediately evident then the problem lies with you. Remember, lack of good customer experience leaves your brand’s reputation at stake.
Here are a few stats that prove the importance of UX design:
68% of users leave a site because of poor UX design.
A whopping 97% sites fail owing to bad UX designs.
48% of users say that, if they arrive on a website that isn’t working well on mobile, they take it as an indication of the business not caring.
44% of online shoppers tell a friend about a bad online experience.
Yes, User Experience matters more than ever! It is now considered to be a big part of marketing. This not only because it has a direct impact on your revenue and conversions, but it also influences customers’ overall feeling towards your brand or product. UX goes well beyond impressive web design. If your website is not giving users what they expect and helping them make the best choices, you’re more than likely to lose revenue. Not only this users are unlikely to return and that is a massive opportunity lost.
Consumer Decision-Making Explained
Consumers have more power. They know what they want and they want service fast. They take an active role by choosing which information they want to see and when. A significant majority of consumers assumes control of their buying process. A recent report states that ‘more than 80% of consumers research products online before making purchases’. Not just that, they even spend time researching a product they are about to buy, right from the store. So, Yes! The power lies in the hands of the consumer. Therefore your website design has to attract, inform and help them buy what they want.
Ratings and reviews also play a more significant role in consumer decision-making. Almost 50% of consumers rely on product ratings/reviews when looking to buy a product. They do make conversations with sellers and other buyers, to learn about the products, brands and buying experiences. So the success of any business largely depends on customer experience. And that’s why customer experience matters! Make sure your UX design shows what other people think of you.
Customer Experience & User Experience
Customer experience and user experience go hand-in-hand! Customer experience wouldn’t be that great without a good UX design. UX not just helps with the effective functioning of the mobile & website presences, and offers a smooth experience for users, but it can make the buying journey easier for the consumers. By using live chat you can make a huge impact on your customer service ratings.
User Experience in Mobile
According to a recent market study, 52% of consumers said that a bad mobile experience made them less likely to engage with the company. No business will want a poor UX to be the reason why customers leave them for a competitor. That’s where an excellent mobile UX design comes into play. After all, UX is not just about the theme and flow of your website; it’s about everything that is involved with the user experience. Customers want quick and easy solutions on the move. People are much more likely to act on a mobile search. Usually it’s a quick decision, probably quite spontaneous with a need for immediate, accurate information; bear this in mind too.
If you’re moving forward with improving your UX design consider these things:
Focus on your Consumer – Get a deep understanding of how users are navigating and clicking! Take time to understand user behavior. If you don’t know what users are doing on your sites, how will you make the needed improvement and optimize the site for upcoming visitors?
Help Your Customers with Decision-Making – Remember, your UX design should be automated, navigable and predictive of consumers’ needs. They should be allowed to make easy decisions. Personalized recommendations increase their loyalty and bring new opportunities to your business.
Improve Your Customer Service – Good customer service is an integral part of user experience. If you’re not giving your customers prompt action, fair treatment and anytime support, the chances are that they’ll leave you for your competitors.
Ways to Enhance Mobile User Experience
Below are some techniques for enhancing your website’s user experience on mobile phones:
Design for the Device
Users who browse the internet through mobile phones are mostly goal-oriented; they search for a specific reason. They want to reach their target easily without any delay and would prefer not to jump from one page to another. So the website should have a simple and clear design to help users reach the information they’re seeking.
Reduce the Length of Forms
Don’t make the forms look lengthy; it may not interest your users. Try making them short and only include necessary fields. Keep the fields and submit buttons bold and clear. Make the process of filling out forms comfortable and fast!
Use Images Carefully
It’ always a better idea to make use of images to illustrate your important points. But it won’t be the same for mobile websites since images take longer to load on mobile phones. So choose your images carefully. Ensure your images are impactful and clear. They should be sized properly; do not exceed the limit of the largest pixel required.
Optimize your Website for Speed
Users hate waiting for pages to load. They are most likely to wait for less than five seconds and then move on to your competitor site. Ensure your website has a faster loading time. Try installing speed enhancing plugins if it’s a WordPress website.
Keep Typography Clear and Concise
The sizes of mobile screens are smaller than other screens. Titles should not be too long so that the users have to zoom out or small enough that the users have to zoom in to read them. Font sizes should be large enough for the users to read.
Simplify your Navigation
A website should always offer easy and convenient navigation. There should be a navigation bar, a search bar and other important elements for satisfying user experience. You can either shrink your navigation bar to a few necessary options or make use of a sticky navigation bar on top of your website for greater results.
Summarize Popular Information
Add on different categories and blog options for making it convenient for the users to quickly find things they are looking for with just one click!
Optimize Mobile Website Colors
Smartphones differ in many features including color support. This creates a significant impact on your website graphic design. With a vast range of colors, you can display better graphics with brighter and clearer images.