It takes less than 5 seconds for a website to transition from being deemed good to being labeled as bad. Initial impressions hold immense importance. Crafting a lasting positive impression on your website hinges on achieving effective and captivating User Experience (UX). The consequences of a subpar UX can encompass the loss of customers, leads, and the tarnishing of your reputation.
Why is it important to prioritize User Experience (UX)? Consider the disappointment and erosion of trust that transpires when an eagerly awaited product fails to live up to your personal expectations.Similarly, a website that falls short of its intended functionality can trigger frustration and inconvenience for users, ultimately leading to customer attrition and potentially generating negative feedback. To avoid these pitfalls, prioritizing UX is of utmost importance.
Outlined here are 3 ways in which suboptimal UX can inflict harm upon your business, coupled with strategies to address the ensuing impact.
1. Revenue Loss
A poorly designed interface on your website can result in hard-earned visitors leaving your site without taking the desired call to action that allows you to turn that visitor into a customer. That’s lost revenue in a nutshell. A well thought out user experience strategy allows you to address your prospect’s expectations before they come to your website.
Effective UX invites users to explore, interact, and convert on your website, meaning more revenue for you. In fact, investing in UX has the potential to yield a remarkable Return on Investment (ROI). On average, each dollar directed towards UX generates a staggering return of $100, resulting in an ROI of 9900%. Regardless of your chosen evaluation metrics—be it conversion rates, drop-off rates, customer satisfaction, or retention rates—UX gives you the tools to generate better results.
2. Lower Search Rankings
UX plays an important role in Search Engine Optimization (SEO). A search engine’s value proposition is to determine whether a website effectively addresses the needs and objectives of its users. Consequently, a positive user experience proves pivotal for securing higher placements in organic search results.
To improve your search rankings, you can focus on the following strategies:
- Optimize Site Load Speed: A swift loading time of 2-3 seconds or less yields a positive user experience. Complying with Google’s recommendation of maintaining page weights below 3 MB is also crucial.This allows your users to load your web pages quickly even with more limited bandwidth on mobile devices, for instance.
- Deliver Relevant, Targeted Content: Website content should be well-crafted, relevant, and capable of delivering value to the intended audience.
- Perform Comprehensive Keyword Research: A clear understanding of the most relevant and popular keywords used in search by your prospects for your services is imperative.
- Design Intuitive Navigation: Navigational elements should be simple with clear expectations. Using clearly labeled drop-down menus, section labels, and even mega menus improve user experience. Allowing users to find their intended information quickly should be a primary concern.
3. Diluted Brand Identity
Your brand identity influences how consumers perceive your offerings and your company. Subpar UX can dilute this brand identity, as users associate unfavorable experiences with your brand.Your site should operate predictably, aligning with the user’s expectations, or your users will leave your site and may not come back!
Ensuring that your users find relevant and engaging content, paired with simple and easy calls to action, will yield stronger conversions for your business. Focusing on a proper user experience strategy will generate positive impressions of your brand.
Matching Your UX with Your Brand Goals
Losing Customer Loyalty
Customers won’t stay if the user experience is bad. To fix this, your website’s brand image and user experience must match. Understanding what users want and designing your website to meet those needs is key to a strong brand image.
Handling Negative Online Reviews
People often share bad reviews more than good ones. In fact, 46.7% of customers usually share bad reviews after a poor user experience.
To lessen the impact of bad reviews, address them quickly. Give a clear explanation and a practical solution, without excuses. Turning bad reviews into chances to make unhappy customers into brand supporters can be very impactful.
Fixing Bad UX
Bad UX can harm a business, but it’s not the end. The first step to recovery is finding the root causes of bad UX and quickly fixing them.
The Effects of Bad UX
Bad User Experience (UX) can seriously harm a business’s growth and reputation. Luckily identifying the issues isn’t as difficult as you might think. Your business analytics could offer very telling insights into where users are experiencing headwinds. Resolving those trouble spots are imperative to leveraging your online presence to its full potential.
Digiboost partners with businesses to improve their digital operations. We can assist you with determining the pain points for your clients through best practices, testing, and a remediation/retest methodology. Sometimes, the effort is simpler than you might think, while other times deeper considerations are required to remedy the user experience gaps. If you need help with your UX strategy, don’t hesitate to contact Digiboost today.