It’s no one surprise that big companies and big personalities from the digital business world know the importance of delivering an exceptional user experience. They know that UX is a key weapon for success.
Jeff Bezos declared that in the first year of Amazon, he invested 100 times more into user experience than advertising. In the same way, Airbnb’s co-founder, Mike Gebbia, stated that he credits UX for taking the company to be worth 10 billion dollars.
“Focus on the user and all else will follow” – Rule #1, Google’s “Ten Things” Philosophy
In this article, we explore why UX matters, and how your business will achieve long-term success by adapting the user-centered mindset.
1. UX increases conversion rates
If you have a website or you are planning to start one as a distribution/sales channel, you should know that conversion rates and conversion events are fundamental to accomplish your business goals, even if that goal is selling a product/service on your e-commerce or getting people registered to your newsletter. As reported by Red Eye in 2017, only 27% of business are satisfied with their conversion rates, translating in many businesses that are not achieving their goals.
Conversion rates are not just affected by the digital marketing strategy. So, what can affect them?
Sometimes businesses take the basics for granted in the design of their website and by the result of this, they affect their conversion rates. As an example of this, HubSpot shared a case study where they increased the conversion rates of a software company in 105.9% just by making a homepage makeover and applying their 12 critical elements every homepage must have:
- Headline: a website has to tell visitors what the website offers in a clear and simple way, all of this in no more than 3 seconds.
- Sub-headline: it has to be a brief description of what you offer, talking in the same language that your customer uses.
- Primary Calls to Action: include from 2 to 3 calls to action (CTA’s).
- Supporting Image: use an image that helps your target market clearly understand what you are offering, try to avoid stock photos.
- Benefits: describe what you do and why it matters in an easy way to read and always speaking the language of your customers.
- Social Proof: include short quotes from your satisfied clients. Adding their names and photos will give trust to the company and more credibility.
- Navigation: make sure visitors have a clear path to navigate into your website. Your navigation must be visible at the top of the page.
- Content Offer: having a great content on your website will give you more leads. Examples of this are eBooks, whitepapers or guides.
- Secondary Calls to Action: offering additional conversion opportunities for prospects who are not interested in your primary objective will give them things to click on when they are exploring your website.
- Features: list some of your key features, this will give more understanding of what your product/service provides.
- Resources: not all your visitors will be ready to buy, be prepared to give them a resource center, so they can learn more before opting to buy.
- Success Indicators: in order to inspire a good impression, you can add awards and recognition.
Netflix home page is an exceptional example, where the value proposition, “delivering entertainment”, is translated for the customers in no more than 5 words, keeping the navigation simple and the call to action contrasty enough to catch anyone’s attention while focusing on three important benefits. Commitment, availability, and price.
2. UX boosts revenue
UX tends to be a tricky term to understand, most of the people that have listened to it more than once, think it is only for companies who have most of their operations in a digital base. UX is more than that. UX is empathy, Nielsen Norman Group states that it encompasses all aspects of the end user’s interaction with the company, its services, and its products.
When a company decides to invest in UX they tend to reduce their Customer Acquisition Cost (CAC), increase their customer retention and market share. As reported by Forrester, every dollar invested in UX brings on average 100 dollars in return, that’s a ROI of 9,900 percent. As well from 408 companies, the ones with the highest investment in UX increase their sales by 75%, on the contrary companies that less invested in UX saw their sales increase by 60%, according to The National Education Association (NEA).
3. UX avoids early failure
As mentioned in the past point, UX is a set of many other methodologies like qualitative research, which is not only used by big corporations, but it can also be adapted for every budget. In fact, Nielsen Norman Group found that you just need to test 5 customers to find 85% of your product usability problems, with the correct design of the methodology for user testing, you will prove your business hypothesis and achieve your goals by reducing failure probabilities.
Every business is not exempt from failure caused by internal or external factors, but those that are in our control must be in observation and have to be prevented when they still can be corrected, especially those that soak up resources.
An example of a challenging task for every company is keeping the development costs down, a development team with minimal or not at all user-centered mindset might be even duplicate its costs due to the implementation of unnecessary functionalities, or maybe not the ones that your user perceives value from.
According to IBM, discovering defects after the development lifecycle is 30 times more expensive than if you catch them in the design and architectural phase, among other problems, your reputation can potentially be damaged and lose customer confidence translated in a decrease of revenue.
4. UX improves customer satisfaction
Every interaction between your user and your product generates an experience that stays with him even after the interaction is over. Customers that perceive feelings of enthusiasm, interest, and inspiration, will create an effective bond with your brand and will likely become your customers for life.
Furthermore, according to the Harvard Business Review, 23% of satisfied customers, tend to recommend a product via word of mouth to 10 or more people. No advertising budget can compete with the effectiveness of an old-school honest recommendation from a friend.
Not only that but pre-empting some likely user problems by anticipating and testing with real users will lower customer support cost!
5. UX eases decision making
Adopting user experience as a guideline for decision making will let you make changes based on real user interaction and not just what you might think will be best for your customers.
The more you invest in knowing your user, the clearer the image you will get from their feelings and perspectives concerning to your product. The more user research you do, the more you will be able to empathize with your user and attend to his needs in a more efficient way.
“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.” – Tim Brown, IDEO
Always keep in mind that designing for the user is not a onetime process, it is a mindset that all your team must start adopting as soon as possible to achieve long-term success by meeting your user’s needs while aligning your business objectives.
If you are familiar with us, you’ll know we love designing with the user in mind. Every step of our process, from start to end, is made with your user’s needs in mind without forgetting the goals of your business. So, are you ready to build an outstanding digital experience? Then let us know by clicking here, we’ll be pleased to help.