User Experience: What It Is and Why Your Website Needs It
Your business offers products and services. Your customers want and need these product and services. Therefore, your goal is simple; you just need to connect the dots.
There’s a lot of truth to this oversimplification. In fact, we’d go so far as to say that you want to make it EASY for your customers to find what they’re looking for (on your website, emails, social media or other digital platforms).
User Experience (UX is the collective reaction a person has in their interaction with a digital entity; in this case, user experience refers to the way people feel when they visit your website. In order to maximize the User Experience you want them to easily navigate the content, find the information they are looking, and maximize the match between their expectations and the actual process they experience.
Online expectations are continually getting higher for valid content and easy interactions. Patience for cumbersome navigation and wading through information to find exactly what is needed is minimal.
Keystone Resources UX team helps bring balance between providing rich content that can help drive sales and how it presented and organized to meet the ever-increasing needs of users.
Your potential sales are one click of the “back button” away from choosing your competition.
UX During Website Design
When designing a website (email, blog or social media presence), it’s wise to keep your business goals in mind. This includes your goal of making it easy for your customers to find various pieces of information throughout your site so they eventually buy.
Site visitors may be looking for a number of different things depending on where they are in the sales cycle (information about your firm, specifics about your products or services, examples of your work, sample clients, contact information, educational materials, etc.).
Does finding what they’re looking for feel like second nature? Do they wonder whether forms submitted or purchases went through? Do they convert on your website or do they become frustrated and exit your website? These thoughts are all part of user experience.
It can be more subconscious, too. Have you noticed that sometimes words highlight in a different color when you move your mouse over them to indicate a link? There are many other examples of these simple indicators. It can be a heuristic clue, a color change, or a pattern, subtly weaved throughout your site. These subtle clues are intended to help the user take actions on your website – namely, that they find what they are looking for and purchase from your business.
Every stage of the sales cycle should be considered. When people find you through search (SEO and SEM) are they directed to the page of your site most relevant to their search? Once there is the content visually appealing and easy scanned so they don’t go back to the search results? If they stay, can they easily move within your site? Does your website design present the information in a digestible way? Can they download or share what they find? Are there videos? Are you prompted them to buy or contact you? What about users on mobile devices? These are all important UX considerations.
Some interesting statistics:
- Mobile users are 5 times as likely to abandon their task if the site isn’t responsive
- 96% of smartphone users have encountered unresponsive websites
- 79% of people who don’t like what they see on your site will go back and search another site for what they need
- 52% of users say that a bad mobile experience made them less likely to engage with a company
- 88% of consumers online are less likely to return to a site after a bad experience
- 75% of a website’s credibility is based on the aesthetics
Don’t miss out on the opportunity to win over customers by just tweaking your website’s design and functionality!
Our Digital team at Keystone Resources is fluent in user experience. We are up to speed on all the current UX trends for websites and have skilled designers and developers here who can make your website perform. We’ll keep your customers in mind every step of the way, whether that be in choosing a color palette, planning the navigation, creating forms or buttons or the overall layout’s look and feel.
Ready to Improve Your Site's Performance and Appeal with UX?
Don’t force your site visitor to hit the "back button" and leave your site. Call us about UX at 713.874.0162 or click here.