It’s worth investing in your website. You know this.
You also know that in this fast-paced digital world, winning websites are the ones that boast a streamlined and targeted user experience (UX). And you know that good UX requires a solid investment.
But it’s more than just an investment in looks. Good UX means undertaking robust user research. There’s a direct relationship between a stellar user experience and gaining repeat business and sales.
Grace Woodrow Kraus, Squiz’s Head of Experience Design, says that, when it comes to UX, businesses are often unwilling to do the research and commit the resources required to get the best possible result. Too many clients still frame their website in terms of its aesthetics, rather than the ways in which it will make life easier for their customers.
“By not doing the research up front, the tangible outcome will suffer,” she says. “When people think about creating a website, what they’re really thinking about is emotion. But to get their UX working well, and provide a meaningful outcome to customers, user research is critical.”
Sure, brand awareness can be powerful, but without solid UX, it will only take you so far. “If you invest all your time developing a good-looking site, it will look good, make your internal stakeholders feel good, and it will probably reflect your brand, but it won’t lead to more business,” says Grace. “It won’t equal customer retention, customer acquisition or guarantee that people will be able to complete the tasks that they want to.”
Create a personalised user experience and reap the rewards
You can see the power of good UX in action when you reject conventional wisdom and take the time to delve deeper into what your customers really want.
“For example, we recently worked with a tourism organisation to make significant changes to their website,” Grace recalls. “We needed a map and originally wanted to use Google Maps. But after talking to their users about how they would use the site, it became clear that their users were hoping to use the map to plan their itinerary and would embrace a tool that was based on their interests.”
By creating a map themed around customers’ interests – such as gourmet restaurant tours, world heritage sites or art galleries – the site was much more effective at engaging its customer base and attracted more traffic.
How user research increases productivity
From conducting A/B testing to planning regular customer surveys, taking UX research seriously can also bolster productivity while saving your business precious time and money. Streamlining processes will boost the productivity of your staff and allow them to spend their energy better elsewhere.”
“Recently, a client I was working with was capturing customer information in a form that took a very long time to fill out,” Grace says. “After we conducted UX research and analysed the interactions in each field, the client decided to cut a three-page document down to a brief online form.”
This delivered significant time and cost savings. “By putting in the time to improve UX upfront, the client reduced the number clicks it took a user to reach the information they required.”
Keep your finger on the pulse to stay in control
Your user behaviour is evolving daily so it’s more important than ever that you keep up or be left behind.
By investing time and resources into undertaking and analysing detailed user research, it’s possible for you to design a user-friendly website that meets both your users’ needs and your business goals.
You’ll stay ahead of the curve and offer a user journey that puts your business in control of the destination – and your business will prosper as a result.
Contact Squiz’s expert UX team to learn more about how a better user experience can transform your customer relationships.