Anyone working in the field of marketing management has heard about the importance of user experience for the success of a business. However, although the theme is known, there are still doubts about its real meaning and, mainly, about how to implement it in a website.
That’s because, today, as important as having a presence on the web is having a page that helps you convert more. Believe me, your potential customers not only want price, they are also looking for a site that offers good navigation. And the truth is, no user wants to wait for a website to load, especially in a scenario dominated by the mobile device boom.
In today’s post, we’ll help you understand what user experience is and how it impacts your sales. Prepared?
After all, what is user experience?
What does UI stand for? It is actually User Interface and it involves about the front end of any website or app. The user experience (UX) encompasses all of a customer’s touch points with some element of the brand, from a marketing piece to a product. In other words, they are the experiences of a person using your product or service and this also includes the emotional part.
In an e-commerce, for example, the intention is for the user to feel comfortable and relaxed to buy in your store, right? When a visitor accesses your site and is satisfied with the experience, the chances of him returning to the page, effecting one or more conversions and even referring the company to his colleagues increase greatly.
In summary, the 4 pillars of user experience are:
- Usability: The site must be simple to navigate;
- Usefulness: The content must be useful, in addition to being available to the user;
- Accessibility: Access to material must be facilitated;
- Functionality: The page must fulfill the purpose for which it was designed.
Are the UX and UI work the same?
No, each one of them has its specificities, however, it is common for people to confuse the two. The User Interface (UI) is part of the UX, but specifically takes care of the visual design, that is, the physical part with which the user interacts.
Needless to say, you can (and should) bring them together for a perfect marriage, do you agree? After all, it doesn’t make sense to have a product that has a good user experience but has a bad interface.
It is worth remembering that there are still other areas of study, such as Information Architecture (AI) and Interaction Design (IxD), whose focus is to meet the needs of developing a platform aligned with your client.
Why is UX gaining importance?
This field of study has been gaining more and more space in the Design area due to increased competition in all markets and, of course, the boom in mobile devices.
According to a Survey, smartphones are the main means of internet connection. The consequence of this is that consumer behavior has changed.
If before you had to go to a store to get more information, now you just have to access websites, blogs and social networks to compare prices and get recommendations. The buying journey has also been transformed.
And with so many brand options available to them, consumers can afford to value those that can deliver positive experiences to them. They are the ones that have good service, quality products, effective marketing, among others.
What will determine the best initiatives to improve the user experience, in each case, are the specific needs of the brand. For example, a company dealing with a high volume of customer service demand might develop an automated system that can process those orders quickly, while devoting more attention to more sensitive cases.
What benefits can a good user experience provide?
Makes a good impression
Remember that saying that the first impression is the last one? It goes online as well, as no one wants to waste their precious time on a messy or slow-loading page. Therefore, when the experience is not favorable right away, the Internet user does not return to the site.
Helps convert visitors into customers
Without a doubt, it is very good to have a high number of visits on your page. However, as long as this comes with a good conversion rate, would you agree? There is little point in attracting a potential customer and failing to complete the purchase due to an unwanted pop-up or an excessively long form.
Especially with the success of smartphones and tablets, investing in a website with a responsive design is no longer a luxury and has become a necessity.
If you have a positive experience on a website, the tendency is to spontaneously disclose it to your acquaintances and, of course, on social networks. Whether real or virtual, the famous word of mouth remains decisive when making a purchase.
How to improve your users’ experience?
Next, learn about the main pillars to improve the user experience in your brand.
Know your consumer in depth
The first step is to get to know your audience’s online characteristics and behavior well. Thus, it is possible to minimize the obstacles along the purchase journey, increasing the chances of conversion. With a higher rate, you’ll save time and money.
Develop a responsive design
That frustration of accessing a website that doesn’t work properly on the cell phone can be decisive for the customer to leave and not come back. Having a responsive layout is essential to a good user experience as you avoid limiting your audience’s contact with your product.
A responsive website is able to open and function properly on any screen size and device type. It also means offering these devices the same functions that someone at the computer would have access to.
Don’t be afraid to take tests to find out what convinces your audience the most to take the action you want. Although it is useful to know how the tests of companies that operate in your market are done, a good tip is to invest time to set up yours. After all, there is no single magic formula for optimizing your company’s website conversions.