What is UX and Why Will It Improve My Conversion Rate?
UX, also known as User experience, can be described as every single thing which happens to the users when they are interacting with your organization or business through your website, software, application or other online communications. It generally includes everything they hear, see, do, and also their emotional reactions. The term “UX or rather, User Experience” was actually coined by a cognitive science researcher by the name Dr. Donald Norman, back in in the mid 1990’s. He was the 1st to describe importance of a user centered design.
The goal of UX (User Experience) design in businesses is to enhance customer loyalty and satisfaction through ease of use, utility, and the pleasure that’s provided in the overall interactions with the site or product. It is about enhancing the experiences which people have while they are interacting with your website or product, and making sure that they find good value in what you are providing. The purpose of your website or product is to fully serve and meet the customer’s goals, and UX is the difference between having a product or website which the customers hate, and having one which the customers love.
Apart from creating a satisfactory user journey which reflects your brand’s personality, great UX also addresses the business needs to guide the users to take certain actions which result in your website/product achieving business goals. People who work on UX (also called UX designers), keenly evaluate and study how various users feel about a particular system (like a website), and look at things such as utility, ease of use, efficiency in performing certain tasks, perception of the system’s value, utility, and more. UX designers can also look at the sub systems and the processes within the system. For instance, they may study the check out processes of an eCommerce website so as to see whether the users find the website’s buying process easy and pleasant. They can even delve deeper and study components of the subsystem, like determining just how efficient are the experiences of the users when filling out various input fields in the Web forms. The main objective of UX designers is to solve the all of the end users’ problems. A professional UX designer will ensure your website/product has a great user experience, which in turn offers you several benefits including;
- -Increased sales and improved online conversions
- -Improved Google search rankings
- -Reduced customer dissatisfaction
- -Improved brand perception
- -Reduced the cost of development and support
How UX Can Help Improve Your Conversion Rates
Conversions is what website design is about since almost all sites want to get the users/visitors to perform an action or do something on their websites. Conversion rate is the actual percentage of the people (out of the total site’s visitors/users), who take the desired action such as making a purchase, registering on website, downloading content, liking or following you on social media, subscribing, among others. For many years, the highly successful companies like Twitter, Google, Amazon and ebay recognized that UX has direct impact on the conversion rates. This is because on the web, the customer is the king. At any given point your visitors/users may opt to leave your site and go somewhere else, most likely your competitor. This basically tells you that if your visitors/users cannot find information easily, or they’ve trouble purchasing your products, they’ll quickly leave your site and shop somewhere else.
The best way of increasing the conversion rate is by ensuring that your website’s user experience is top notch and leaves absolutely nothing to chance. UX and Conversion rate are inextricably linked. As aforementioned, user experience is the overall experience of the users while they are interacting with your site. It is broad and encompasses a wide variety of things ranging from content hierarchy, to navigational structure to simple button designs, and much more. If your site’s user experience is pleasant, then users/visitors will go on using it. This consequently widens the funnel; as the prospects (visitors/users) increase, so will your customers and conversions. A great UX design basically increases the sales along with the online conversions. That’s why any kind of investment in the UX design will certainly show up in the conversion rates over time. UX designers are highly trained in conversion rates optimization, and will design great wireframes which will increase your business’ conversion rates by combining research, analysis, and all the other appropriate UX elements. Here are some of the ways a UX designer can help improve your conversion rates;
Users or visitors can only purchase products if they are able to find the products they need or if they can see the call to action to purchase. In addition to this, your web content will only be of use and value to the site’s visitors if they are able to find it. The most crucial element in helping the site’s visitors find what they’re looking for is your site’s navigation. Professional UX designers will address the site structure and how it’s reflected in the site’s navigation. They will ensure that your site is easy to navigate, and the navigation bar/menu empowers users to easily find everything they are looking or searching for on your site in an efficient manner; this consequently leads to increased conversions. Moreover, your brand perception will be positively enhanced when the site’s visitors/users have an easy time surfing through your site.
When a potential buyer can’t interact with your site because of certain limitations, you’re losing a customer. If you know that a certain portion of your target market might experience particular limitations, it is imperative that accessibility is taken into account in the user experience design. A professional UX designer will take into account the accessibility of your site and will cover different user scenarios and design a platform that’s fully inclusive. Good accessibility results in higher conversion rates.
A pretty site may make a good 1st impression, however if it happens to have terrible usability, visitors/users will not be able figure out or understand what they need to do, the web forms will not get filled, and the overall user experience will be terrible. A UX designer can do the appropriate formatting, and will help improve your website’s usability; this is particularly crucial for improving your conversion rates on the sales pages.
All smart business owners know that focusing on great UX in their business’ online web presence is very strategic and will lead to many more satisfied customers, improved conversion rates, and ultimately increased sales and profits. By hiring a professional UX designer you can bring life to the stifled customer conversion rates, and can help you achieve your marketing goals.