Why good UX makes good business sense

A strong user experience (UX) strategy is by far one of the most important elements of a successful web presence.

UX is an important consideration at every point in your interaction with customers, from your site’s design to your email marketing campaigns and everything in between.

Now that the summer’s coming to a close and you’re ready to get the new season off to a flying start, there’s no time like the present to ask yourself some critical questions about your UX. How can a personalised website increase conversions? How can an accessible website increase my customer pool? How can a slick website boost user trust?

In this article, we’ll answer some of those questions and share our insights into how to create an impressive and lucrative UX.


Personalise and target

Of all the big companies out there that run email marketing campaigns on a regular basis, Amazon is widely known for standing out from the crowd.

The company has mastered personalisation so well that almost every Amazon user regularly receives emails with personalised greetings and bespoke product recommendations in the body – and that’s definitely part of the reason they were responsible for just over 50% of the entire growth in American online retail sales last year.

Psychologists argue that we love the sound of our own names more than anything else: if that’s true, Amazon knows exactly how to make the most of our self-centred tendencies.


Gain the users’ trust in a short space of time

We’re all busy people, rushing round from one thing to the next every day. The same applies to our online behaviour as well – and that means your user experience strategies must act fast in order to grab and hold users’ attentions.

Your primary goal when users first visit your website is to get a conversion, but some studies have estimated that most visitors to a website leave after just eight short seconds. That tiny period of time, then, is critical.

That’s why it’s wise to invest some time and money in getting your user experience strategy correct from the outset: your site’s design, wording and structure all depend on having a plan in place, and if you don’t, all your hard work on your website could go to waste.


Keep it accessible, stupid

When it comes to user experience, the old adage has always been “keep it simple, stupid”. And while it’s certainly true that having an uncluttered website can pay dividends, you must also ensure that your site is accessible to all users.

One key accessibility consideration is the speech recognition tools some will use when visiting your page. That means everything should be easily readable by software, content should be structured well and images should have alternative text describing what’s there. Similarly, some users may have medical conditions which are exacerbated by too much sound or on-screen movement, so keeping your site’s layout tidy is also vital.

Are you concerned that your UX strategy is causing you to lose customers? Is your website’s bounce rate too high? We offer a range of website audits focusing on accessibility and user experience, and can help you find out where you’re going wrong – and how to put it right.

Contact Greg Feltham at [email protected] or contact him on 020 7739 1255.