The world of User Experience — or UX — has exploded in recent years, becoming one of the most important aspects of a brand’s online presence. UX refers to the way a person feels when they interact with a system, product or service, including web pages and apps.
Your brand’s custom web design is the backbone of your business, and that largely has to do with the experience that users have when interacting with your page. In this post, we’ll explore some of the reasons why focusing on UX is so important, as well as touch upon some of the benefits you can expect when your UX is on point.
The Importance of a Seamless UX
Modern users have come to expect that a site or app is fast, beautiful and easy to use. The bar is constantly being raised for usability and efficiency within app interfaces. If your site takes more than a few seconds to load, chances are the user has already hit the back button. In this era, your app is either instantaneous or uninstalled.
According to Google, just changing the color or font on a call-to-action button can increase your conversion rate by up to 200%. This means that the visual elements of your brand can greatly affect your user experience and even your bottom line.
Understanding the Needs of Customers
The crux of presenting a successful user experience is understanding why prospective customers are using your service. That means putting yourself in their shoes and approaching your app or website as if it’s your first time. What is the first impression that you’re giving to those who aim to use your service to fulfill a need?
The whole point of UX is to meet the demands of your users in a way that is meaningful and satisfying. That means taking care of the entirety of their interaction with your brand, from start to finish. Understand your current and prospective user base, talk to them and listen to what they can teach you. The most important insights into your brand’s UX will come from actual user feedback.
There are various aspects to getting to know your customers. They include:
- Demographic data such as location, age and career.
- Personality factors such as stubbornness, creativity or willingness to take risks.
- Their motivation to seek out and use your service.
When you understand these aspects of your potential customers, you can cater your UX specifically for them.
Grabbing — and Keeping — Their Attention
Though your first impressions are critical, providing a meaningful, lasting experience to users can increase your conversion rate and SEO. When you present a stellar UX, coupled with content that is engaging and relevant, users will be invited to spend a longer time on your site. This is known to Google’s RankBrain SEO algorithm as “dwell time.”
When you have a longer dwell time, this indicates to Google that your site has quality content. Along with fast loading times and a mobile-friendly layout, dwell time can give your site a serious boost in SEO rankings.
Crafting the Perfect User Experience
There is no one-size-fits-all approach to UX. Providing a positive user journey is going to be unique to each demographic, and your approach has to be compatible with your overall brand identity and values. With all the moving parts involved, it’s no wonder why UX design has become one of the most important fields in the tech world today.
You may have heard about the potential benefits of working with a digital agency before. They can help to free up your team’s time to focus on other aspects of your business. If you find that your workforce has a hard time keeping up with the latest UX trends, or you’d rather delegate the tasks of this increasingly-complex field, you may want to consider partnering with a UX design agency.
Investing in the experience that users have when they visit your site or use your app is one of the best moves your brand can make. No matter how good of a service you provide, if your UX isn’t on point, you simply won’t connect as well with users. Take the time to look after every aspect of your user journey, and you’ll be sure to notice results.