Business interactions have moved online, making it critical for companies to offer a frictionless and seamless digital user experience. Today, users consider an optimized user experience to be a basic requirement. In turn, companies have begun to treat UX design as a prerequisite implementation strategy across different devices and platforms.
The premise is to understand the reason behind why customers visit a site, and if what they discover benefits both them and the business. This methodology provides brands with the rationale to an optimized digital user experience. Companies can now impact their businesses more effectively with the application of targeted campaigns and strategies throughout its digital ecosystem.
A study by Forrester Research cites a 200% improvement in the conversion rate as a direct result of a well-designed user interface. This number skyrockets further to 400% against better constructed designs. The metrics speak for themselves. There are companies quick to adjust, but for those slower to adapt, a change might require fresh perspective, hard numbers, and a quality review of the digital environment. Here’s how you can go about it:
UX optimization can improve brand recognition, enhance user retention, and build trust with the audience at a faster than normal pace. At Marlabs, we understand the challenge around driving the importance of UX design to stakeholders that are swayed by numbers alone. But there is a simple way to uncover UX ROI, and that is by comparing before-and-after results post implementation.
In analogy, one may look to the book authored by Robert Pressman, Software Engineering: A Practitioner’s Approach, which highlights that every dollar spent to resolve a problem during design magnifies to $10 during development, and perhaps $100 or more after the product’s release. Likewise, every dollar invested in UX early on is the what’s most cost-effective.
This is interesting because, an eye-tracking study by the Missouri University of Science and Technology states that it merely takes 2.6 seconds for a user’s eyes to land on that area of a website most likely to influence his or her first impression. After studying varying factors such as time taken to focus on important sections of a page, logos, menu, social media icons, and more, researchers concluded a strong correlation between high user engagement and first impressions.
Interestingly, first impressions are often always about design 94% of the time. When British researchers assessed how information and design influence the trust of online health websites, it revealed the latter to stand the primary driver of user-based first impressions. In today’s world, a poor experience design is easily associated with the rejection and mistrust of the brand.
Consider this an important case, because Barry Staw and Ha Haon – two economists – believe that first impressions last for years.
It’s important to understand which conversion and UX strategies work for a specific brand or business. Companies might look to competitors for implementation-based ideas, which may or may not be ideal; reason being that UX impacts different target markets differently. An effective digital user experience begins with analysis, a comprehensive look at your own business strategy and how your customers interact with it.
An interesting part about UX design, often overlooked, is responsiveness. Users are known to prefer cross-platform or cross-device compatibility.
There are two scenarios to consider here; for example, a SaaS application could technically run on any internet-capable device with a browser, but regardless of similar core functionalities across devices, the possibility of varying experiences is bound to persist. This is why Google Docs on a desktop feels different than using it on a smartphone. And if your solution is marketed as being accessible from anywhere, but is a chore to use on devices other than the desktop itself, you could expect significant churn.
It’s easy to conclude with just this example that user experience design has a significant impact on conversion rates. On the flipside, if an application is seamless across devices and is enjoyable to engage with, users are also less likely to churn. Effectively, a responsive design is simply a means to maintain your brand experience across different platforms.
At the end of the day, UX design simplifies complexity – it creates a story that leads a customer from one stage to another, optimizing the chances for a closure or conversion. UX strategies redefines company-customer relationships and interactions beyond the digital ecosystem even. It applies to both internal and external operations, with several companies reporting lowered cost of customer acquisition, improved customer retention, reduced training costs, and increased market share and sales.
Businesses living within the digital ecosystem benefits from the process of user experience. And user acceptance is crucial regardless of whether it’s a service, product, or project; needless to say, positive user experiences lead to a loyal customer base. In turn, these customers transform to become your biggest brand advocates and ambassadors.
Summary of Everything Written:
- Digital User Experience, in combination with a solid user interface, can help you win the trust and confidence of your customers.
- Your website and online presence represent your brand, and a good UX establishes your brand name in the market. Usability, in addition to an attractive and seamless interface, is bound to help your organization race ahead in the digital world.
- The primary aim of working on user experience is to optimize design and present an experience that can satisfy your user base.
- Your bottom line can get an enormous boost, skyrocketing future growth, with the right aspects of UX and UI.
In conclusion, UX now possesses the ability to transform business models, thereby becoming a necessary part of our everyday existence and the evolving digital landscape.