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Why user experience (UX) is important and our top tips

March 2020Helen


User experience (UX) is the process of designing a website from the user’s perspective. It means thinking about alot of factors, including the design, accessibility, usability and even system performance or server speed.

In the age of digital marketing, user experience (UX) should be at the forefront of any website design and development. It is vital to create an atmosphere that is familiar to the customer already, even if they’re not familiar with the company yet.

Regardless of the device, publisher or content medium, customers want to engage with brands in a fast, highly interactive, visually pleasing virtual environment. If you don’t satisfy their expectations, they’ll simply move onto the next brand or business.

In order to give UX the attention it deserves, you should invest time, money, and resources. However, the upfront cost will almost certainly fade in comparison to the benefits you will see from your website.

A good user experience can also help to improve your search engine ranking as Google considers the bounce rate (the number of people leaving your website without performing an action) as one of the factors when ranking a website. Improved UX helps to reduce the amount of drop offs and ensure your website is providing the information your audience is looking for.

Still not convinced you should be investing in UX? Here’s some outstanding facts as to why you should be improving your user experience..

88% of online shoppers say they wouldn’t return to a website after having a bad user experience*

As consumers we’re very experienced in Internet shopping and we have high expectations of what that entails. Brands that do not invest in their user experience risk losing sales and potential future customers.

52% of users said they’re less likely to engage with a company that doesn’t use responsive mobile design*

The user experience is different on a mobile than on a desktop and websites that are not responsive will lose out. With more and more of us viewing the Internet on our mobile phones, all websites should be designed and built mobile first. This will ensure that the mobile user experience is just as good as the desktop experience.

A study from Forrester Research, said that a well-designed user interface could raise your website’s conversion rate by up to a 200% and a better UX design could yield conversion rates up to 400%*

So, even just giving some consideration to user experience and the navigation of your website can achieve fantastic returns and benefits. But look at what you can achieve if you give alot of attention to it!

On an average media site, readers dedicate 66% of their attention to content below the fold.*

This was an age old debate, whether the most important information should be above the fold as people wouldn’t scroll below. Trends change however and people are far more used to browsing the Internet. The preference today is to scoll for information rather than clicking through tabs.

If a website takes 10 seconds to load, bounce rate increases by 123%*

It’s well known that if a website is slow to load, we’ll go and find a faster alternative. But did you know how impatient we are? Jakob Nielson’s research in the article on UX Planet found that the optimum time to load is 0.1 second. After that you will start to see the bounce rate increase. By 0.3 seconds the probability of the bounce rate increasing is 32%. By 10 seconds that has increased to 123%

Our top tips to improve your UX

  • Keep it simple – don’t over complicate your design or website experience. An overly complicated website will not win business, even if it is beautiful.
  • Good design – you still need it to look good. Don’t over clutter the website, use plenty of space, imagery and videos. And make sure your brand and design is appropriate for the audience.
  • Plan your navigation – a good site map should be tested, ideally user tested to see how people are going to use the website so that information can be found quickly and easily.
  • Speed of access – consider your build and images to make sure page load is super quick, you know how impatient we all are!
  • Readability – content should be appropriate and written in plain English, with no jargon. Use plenty of short sentences and bullet points and headings to break up long chunks of text.
  • Call to actions – make sure call to actions are clear and easily accessible.

If you need help with your user experience on your next web project, give FIG a call on 01457 857111 or take a look at some of our web projects.

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