Is Online User Experience Harming Your Business?
What does your website user experience (UX) offer visitors? If your website’s user experience does not meet the expectations of users, it can have a severe impact on your brand and business trust online. A bad user experience detracts from the user journey, reducing conversion rates and confusing prospects when browsing your site.
Is Online User Experience Harming Your Business?
Why UX Matters
Offering a great user experience for your visitors is the foundation of a successful website or app. The more user-friendly the user interface (UI), the better your reputation, and you’ll see growth in your KPIs. Investing in UX to bolster your brand reputation and drive customer acquisition and loyalty is essential.
A good user experience encompasses the characteristics of usability, functionality, and adaptability. It provides a clean navigation of your site. Positive information architecture culminates in a positive and good user experience. However, poor user experience leads to the opposite effect, damaging your brand and business.
Let’s look at the impact of a weak UX on your online business.
Frustration in the Customer Journey
People visit websites with a specific goal whether browsing your offerings, seeking information, or buying a product or service. If the UX puts them off browsing your site, they’ll bounce back to search results and visit your competition, leading to missed opportunities.
Poor UX damages the customer relationship with your online business. If visitors have a poor experience browsing your site, they’ll be hesitant to visit it again, even with a recommendation. Research from PWC shows that 33% of customers will ditch a brand that offers a weak, disappointing, or bad UX.
Poor Brand Recognition & Trust
Poor UX creates frustration in visitors and hurts the trustworthiness of your brand and business. If you’re an unknown brand, people might find poor UX suspicious, making them hesitant to engage with your offering and damaging your reputation.
You need your visitors to view your brand as a credible source, or it will erode their confidence in your business. If your site doesn’t display proper design principles or creates a frustrating onboarding process, it is more likely that visitors will bounce from your site. While your site might be fully secure, people will run for the hills if it doesn’t appear so.
Lower Sales Volumes
Poor UX indirectly and directly impacts your sales volumes. Research into user experience and its effect on sales shows that every $1 invested creates $100 in sales. So, by failing to consider the UX, you’re essentially leaving money on the table.
If your UX fails to account for a clean, effective, and efficient customer journey, you’ll experience people dropping out of your sales funnel before they convert. Retargeting the prospect won’t make much of a difference either. They’ll either block your email campaign or ignore your future attempts to reestablish your connection with them through retargeting ads.
If visitors land on your site intending to buy something and can’t find it immediately, they’ll bounce. This theme also applies to cross-selling and up-selling strategies. Aggressive upselling and cross-selling strategies may detract from UX, resulting in lost sales and frustration from potential customers leading to negative online reviews. This effect leads to higher rates of abandoned carts and failed order completion which can have a severe impact on your site’s rankings.
Damage to Your SEO Strategy
UX and SEO are heavily intertwined. Effective SEO strategies aim to bring more traffic to the site. Using the UX and other tactics get people to buy from you, opening the customer relationship.
However, if the prospect lands on the site and finds the UX frustrating to navigate, or not user-friendly, they’ll bounce back to search results. Google views this action as a sign that the content does not offer much value, and as a result, will penalize you in search results.
Creating a Better Online User Experience
A good UX is the foundation of any website. Ensuring you offer a clean user experience boosts brand recognition and reputation, while poor UX has a countereffect. Invest in user interface design and ensure the success of your online business.
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