How can Meaningful UX Bring Back More Customers to Your Digital Business

Forrester Research claims that a well-formulated user interface can increase a website’s conversion rate by 200%. They also affirm that good UX design can result in conversion rates up to 400%.

User experience (UX) is the experience that a customer has with a business’ digital products and services. User experience outlines how a customer “feels” when interacting with a product/system/service. This may include interaction with a website, mobile application, software, outcomes of a human/device interaction, etc. User Experience connects your target audience with your products and services. Great UX design will increase audience engagement, conversions, and revenue as your target customers experience how seamless it is to interact with your business. UX is usually measured by bounce rate, time invested by the customer to learn how to use a product/website/service, and the number of actions performed by the customer on the website. UX falls under the umbrella term of “Customer Experience.”

As the pandemic has shifted us to an “online model”, where most of our daily business interactions happen online, it is a very critical time to offer users a seamless digital experience. Users expect an optimized user experience and treat it as a prerequisite before interacting with any brand.

The UX process often requires extensive research into your target market’s needs and requirements. However, the results of this research will help your brand create a product or service that is useful and gratifying to your customers. Good user experience will leave your audience satisfied, thereby securing you a loyal customer base in the process.

How to Obtain an Insight into Customer Expectations?

Here are some ways to understand what the customer expects from your brand, to develop a holistic UX strategy that meets their expectations:

#1 Creating User Personas

Get to know your market/target audience. This will help your business create experiences relevant to customers’ demands. A user persona is basically a representation of a particular audience segment for a product or a service that you are creating. This can be a roadmap related to various audience demographics like age, ethnicity, location, gender, etc.

#2 Conduct User interviews

Interview new or existing customers to gain an understanding of the shortcomings of your product- to improve on the same. This will also give your business a peek into upcoming customer requirements, their thoughts about the current product, their emotional connection with the same, etc. Since every user’s experience is subjective, the best way to obtain feedback is to directly interact with them.

#3 Creating Wireframes

Once you have identified your target audience and conducted market research, your next step would be to create wireframes to get a “feel” for the product. This step comes before the development process starts in full force. The visuals and navigation on each page of your website app will act as visual guides that form the skeletal framework of the product and provide a preview of the product’s look and feel. This can help your team eliminate usability issues before the development is completed- saving time, effort, and resources invested in the same.

Benefits of a Good UX Design

#1 Generating Customer Interest

First impressions matter. When customers first visit your site, they will only spend a few seconds deciding whether or not they enjoy interacting with the website. Good UX optimization will help gain customer trust, establish brand recognition and cater to user retention. The first interaction of the customer with your product should be smooth enough (in terms of usability, navigation, accessibility) and help them focus on a subset of the product’s most important features. Demonstrate the product’s capabilities and have customers interact with your product to get them excited, and make an immediate purchasing decision. In the case of a website/ app, showcase simple product demo videos with the intention of inspiring your customers to stay a bit longer on the website, and explore all the website pages for required information.

#2 Save Business Capital

Investing in UX design means that your business will automatically gain insight into accessibility and usability requirements. This research can significantly reduce costs down the line since companies are now realizing that preventing usability issues from the onset of the project is less expensive as compared to fixing these issues- possible only by a product redesign. Just know that design changes are far easier to make as compared to development changes!

Since the UX process is more focused on design thinking, market/customer research, analysis, and usability/accessibility testing, your business is immediately setting itself up for success.

#3 Better User Experience means Increased Conversions

Humans are impatient by nature and they expect quicker turnaround times. A good user experience can help customers obtain the exact results without any fuss. Many times, businesses complicate things with cluttered websites and app designs. The customer gets lost in the design, trying to find what they are looking for, which ultimately leads to frustration and a sense of “waste of time”. These customers will never come back to such a website! The key to this problem is minimal effort invested on the customer’s part and an overall enjoyable experience. Businesses need to understand how important it is to reduce the level of effort users take in order to maximize the conversation rate.

Final Thoughts

User experience is an integral part of a good customer experience. If done correctly, UX can have a positive impact on the company’s KPIs and ROI, also reflected by increasing customer retention and satisfaction levels. Jacob Nielsen’s research outlines that when companies use good UX design to enhance the customer experience, their KPIs increase by 83%.

Our experts at FargoWiz Ltd. know the importance of UX design and see it as a driving force in any product development process. If you want to explore more with regards to UX design and design thinking, then our professionals would be more than happy to discuss this with you and show you how UX is the future of great customer service.

For more information, send us an email at contact@fargowiz.com or request the below quotation form.