Your website may look great, but how do you know if it’s intuitive for visitors?
We’ve all been frustrated with a poorly designed website, given up and headed back to Google to look elsewhere. In fact, 75% of users make business credibility judgments on the basis of your web design.
Subtle mistakes could be sending potential consumers over to your competitors.
User experience design (UX design), aims to give consumers the best possible experience when interacting with your digital product. It’s based on scientific principles of interaction and, well, is a pretty big deal.
While you’ve probably heard that you should invest in UX design, do you really know why? Read on for 6 reasons that UX design will prove its worth as a business investment for years to come.
Let’s get started.
1. Increased Sales
How does a 9900% return on investment sound?
That’s right, the research shows that if you invest $1 in UX, you can expect a massive $100 return in the long run.
In fact, a study of 408 companies found that UX investment correlated positively with sales return. To be specific, companies with the largest UX investment saw a sales increase of 75%, on average.
UX design is literally proven to increase sales. But if the monetary gain is not enough to prove to you the value of UX (and it should be), don’t worry. There are plenty more reasons you should invest your money.
2. Lower Bounce Rates
Poor UX websites are plagued by high bounce rates. Still, it’s difficult to know what about your site is unappealing. It could be excessive calls to action, unclear services, or poorly highlighted menus.
It could even be something that you can’t see at all. A missing search bar, or specific function that you omitted to preserve whitespace.
Maybe it’s none of the above. In fact, there’s a good chance that, in 2017, your desktop is easy to navigate. Still, if your industry (like the vast majority) sees most of its traffic from mobile devices, then you need to provide a positive mobile UX, too.
It doesn’t have to be complicated. TIME found that their bounce rate dropped by a whopping 15% following the simple inclusion of a continuous scroll function.
If you feel that your bounce rate is too high, use Google Benchmarking to compare data against your industry. Do this again following UX investment and the value should be evident.
The changes themselves might be simple. But you’ll need to invest in UX to even recognize where they’re required. Only then can you create a platform that can hand-hold consumers from the first impression to the point of conversion.
Investment in UX design is an investment in the customer journey, which is paramount to the success of any business.
3. Free Promotion
Online reviews are the holy grail of social proof. In fact, 88% of people trust reviews online as much as a word-of-mouth recommendation.
What does this mean?
You need your visitors to be satisfied with your entire service and not just your core element. If you eat an amazing meal at a restaurant, but the service sucks, how likely are you to recommend it?
If a web visitor loves what you offer, but finds that it’s a hassle to get, they’ll hesitate to shout about it. There’s a good chance they’ll be happy… but quietly happy.
By contrast, fully satisfied users will sing the praises of your business, far and wide. Improving user experience is a great indirect method for online validation and a free channel of promotion for your business.
4. Decreased Customer Support Costs
An unintuitive design leaves visitors unable to find essential information. This increases both their confusion and your support queue. Handling frequent customer queries requires both time and workforce.
Over time this can become a real (unnecessary) drain on resources.
Invest in usability testing as part of your UX improvements, and you can ensure common queries are addressed within the core of your design.
To measure the benefit, track business chat-log times both pre- and post- UX investment. You’ll soon realize that as well as visitor time, you’re also saving your own.
5. Avoid Redesign Costs
After making a significant investment in your digital presence, it can be difficult to justify further spending — especially on what could be considered as a non-essential.
We get it.
But trust us, skimp out on a less than optimal user experience when it comes to design, and it will come back to bite you down the road.
A focus on UX design ensures you are taking the path of least resistance to meet user needs. This investment in the development stage will prove its worth in the form of fewer revisions, once you go live.
You’ll not only save big on redesign costs but also gain an enhanced level of customer understanding. The benefit of this extends beyond design and helps you waste less in other areas of your business.
6. Customer Retention & Brand Loyalty
Negative experiences tend to stick with us. All it takes it one unsatisfactory visit to turn-off the switch on consumer interest.
The good news? It works the opposite way, too.
Each positive experience a user has, the more trust that they gain from your brand. People form relationships with the brands they enjoy and are more likely to express loyalty in the future.
An investment in UX design not only aids current user experience. You’re also investing in the longevity of your brand and providing repeat satisfaction to your core target group.
Why You Need to Invest in UX Design
A quality user experience is now becoming a vital differentiator between businesses. The truth is, with most consumers you only have seconds to create your desired impression.
UX design could be the difference between a website which retains its visitors or sends them running to the competition.
We specialize in helping local businesses maximize their digital profile, through web design and digital marketing.
If you’re interested in enhancing your company UX or have any other questions about web design, get in touch.