As the saying goes, “You never get a second chance to make a first impression.”
Whether you’re a start-up focused on B2B or B2C, your website or app is often a customer’s first point of contact with your company. What they see, how they interact, and their overall experience is what makes up your UI/UX.
And it will most likely determine whether that customer ever spends a dime on your products or services.
UX design research shows that 70 percent of online shoppers abandon their carts because of poor UX; in other words, the site was so clumsy and frustrating that people gave up and chose to buy elsewhere.
On the other hand, research firm Forrester has shown that a thoughtfully designed user interface can raise conversion rates by up to 200 percent, while a positive user experience overall will increase that by as much as 400 percent.
Your sales may be chugging along; your website is getting the job done. But imagine a drafty window: you won’t necessarily feel wind, but it’s winter. You’re losing heat and it’s costing you money.
Web analytics will tell the tale, with bounce rates (the percentage of visitors who leave your site without doing anything), and the number of page views per session (often an indicator of how hard customers had to dig around for information).
But a UI/UX audit will offer a more detailed picture.
Here are 2 steps toward better UI/UX on a budget:
1. Enlist some current and prospective customers to visit your site and provide honest feedback. Everyone should understand the kind of experience you’re aiming for.
You need to know:
- Is it easy to spot the ‘add to cart’ icon, your return policy and other key steps in the sales process?
- Are there redundant questions on the way to the checkout or scheduling function?
- Are social media links placed where customers can easily find them in order to interact, post and read reviews?
Ask them about the e-commerce sites they like to use and why. Visit them yourself and take notes.
2. Hire a talented web designer who understands the importance of smart UI/UX and can address flagged issues quickly and cost-effectively.
Ask your designer a variation of the same question: What sites and apps do you think offer good UI/UX and why.
We’ve all spent time on websites that were so clunky or unresponsive we chose to ‘abandon ship’ before making a purchase. We didn’t return.
Avoid being that business by creating the best customer journey possible.
How can we help? By connecting your company with talented web designers who specialize in UI/UX and can work with you to transform first impressions into repeat business. Book a call to learn more.