User experience or UX is synonymous with UI or User Interface. However, the significance of UX to a website’s well-being somehow always gets sidelined, especially when the interface looks compelling. But User Experience is as important as good website design – or even more. Remember, even the slightest glitch in check out page or a marginal mishandling of the navigation can cause your traffic to bounce. All your marketing and advertisement campaigns will go in vain if the traffic starts to bounce.
Good UX design increases conversion
As you most probably know, UX is basically your visitor’s satisfaction with your website, which includes easy navigation, effortless transitions, and error-free outcomes. So, the math is simple.
The better experience or the more satisfied your visitors are, the more they’ll be influenced to trust your business. And as they get to trust your business, they will start buying your products or opt for your services thus increasing conversion.
Also, by making the whole experience, from looking for a particular product to checking out, easy to understand and navigate, you are inviting them for more experiences in the future. This is how basically UX converts visitors into customers.
UX design decisions affect your customer’s buying habit
The biggest problem with UX design is people think what worked for so and so… will work for them too. Nothing can be further from the truth.
For example, let’s say you are designing a website for your online clothing brand and you know an online drug store that’s doing well compared to their competitors. Now, you want your UX design to be a pier to pier replica because they are doing better than their competitors. But that’ll be a bad idea.
The buying trends and habits of their customers and yours are not even remotely close. You see, when people are ordering their medications online, they pretty much know about the drugs since they were prescribed by their doctors. But with your clothing brand, you need to convince people to buy it. You need to put as much information about the products on the product page. Also, you need to offer options like color, size, etc. which is not necessary for the drug store. Also, your product sorting won’t be the same either. You need to sort the product depending on the target audience, which will make navigation seamless. Men’s shirt goes undershirt under the Men’s section and so on.
But if you try to make the user experience similar to the drug store’s, the guy who came to your site for a sleeveless shirt will leave being frustrated with pharmacy-like alphabetical sorting and complex navigation. On the other hand, if you guide them through the right channel, Men’s – Men’s Shirt – Sleeveless, he might end up buying. This is how good UX design affects the customer’s decision and buying habits.
What CV or impacts your website’s success more? UI or UX?
I get asked this question very often, more than I should. But I don’t get tired answering it because I kind of understand how people get UI & UX mixed.
As for the answer, I’ll have to admit – the perspective of the question is wrong. People who ask this question often think they are alternatives to each other. They think, “I have a stunning website. I don’t have to worry about the UX.” Or vice versa.
But in fact, these two complements each other – not alternatives. A good UI compliments the UX as much the UX does to the UI. There’s no picking “UI or UX”. Only with a balanced UI and UX design can you expect solid conversions from your website.
Now that you realized how effective UX design is for a website’s success, you might be wondering how do you make such and UX design that boosts your website conversion.
How do you establish an effective UX design that boosts your business?
1. Listen to what others have to say
Quoting Joaquin Phoenix from Joker, “Comedy is subjective.” And so is “good experience.” You can’t say something is good just because you liked it. User Experience is like that. Just because you liked the UX doesn’t mean it’s a good one. You might need to change, update or upgrade the navigation system as well as the whole interface depending on the response. Once you start to listen to your customers, you’ll be able to create a better experience for them and encourage them to purchase from you again.
2. Testing the UX design
Even though your customer or website visitors are the best critics of your UX design, sometimes they might not care enough to leave feedback. Or your UI / UX design can be so awful that your visitors want to leave as soon as they see your landing page. Whatever the case is, you must test the UX design before making it live.
Your team members can do the alpha testing of the UX design and once you have updated the UX design based on their input, you can roll out beta testing. You can let your friends and people you know about the beta. Many companies offer beta testing to their customers, just like you see for apps in the Google Play Store.
Once you get your Alpha and Beta testing inputs integrated with the UX, you should have a solid UX design for your websites that will soon turn visitors into potential customers.
3. Little research on UX trends goes a long way – The 4W&H
There are other efficient ways to improve your UX design. Researching is one of them. But many UX designers struggle to do so because they don’t know where to start.
I have my own way to conduct UX research and I usually follow the rule of 4W&H.
When I do my research, I try to figure out the answers to these 5 questions. The rest flows easy.
I ask myself, WHO are my target audiences (It helps select the targeted buyer groups). WHICH products are dedicated to which target audience group (It helps with sorting the content). WHERE do I need them (It helps to map out the navigation from the landing page). WHY are they on my website (It helps with UI content selection) and HOW can I influence them to buy my product (It helps me figure out the features my website should have to satisfy my customers).
Once I get these questions and their answers sorted on my mind, the follow-up research is just seeing the market and behavioral trends over the course of a specific period in my niche.
This is a great way to get started with the initial research and to perfect your UX design – talking from experience.
And don’t worry if you still think the research and testing is a bit too much for you to handle. You can just hire a professional web design company and they will do the research for you. Luckily, Ilmigo just has the right analysts for this job.