Two out of three people choose to spend a quarter of an hour browsing a beautiful site instead of a plain one, even when the information was the same. Four out of ten opted to leave the site if the layout or content wasn’t eye-catching and simple to navigate.
The implications are simple: Your website can’t just be functional anymore - it also has to be beautiful. The solution for this is UX design. If this is a new term for you, don’t worry - you’ll have a pretty good understanding of why you need it after you’ve read this article.
What is UX Design?
UX is short for “user experience,” and it is a type of web design that goes beyond the usual. While standard web design encompasses the overall production and maintenance of a website, UX design prioritizes your visitor’s satisfaction, setting a focus on making your website attractive, usable and easy to use.
Why do you need UX design? It’s simple - the vast majority of people stay on sites that make them enjoy the experience and have fun engaging with your business. If your customers don’t find your website enjoyable and easy to use, they’ll leave. That’s a lot of pressure, isn’t it?
Well, that’s precisely why UX design is useful. Let’s take a look at three different reasons why you need to make UX design a part of your online strategy.
REASON 1: FIRST IMPRESSIONS COUNT
Most people draw assumptions about your website in under a second. After three, their eyes have been drawn to whatever key element stands out to them. It certainly won’t be your “about” page or your website description. It’s going to be the overall layout and look of your site.
When visitors are attracted to your website at first glance, they are more likely to have higher customer satisfaction with your products or services. If they are happier with your service, they’ll come back. There’s no reason to not integrate UX design into your website. That being said, having a beautiful, functional site can be rather difficult.
When you look at a website, have you ever wondered why they chose that particular color or font, or why they placed certain icons in the sidebar? These are all things that UX design addresses, pulling all of the elements together into one attractive site that is pleasing to the user. You want a website that will appeal to users at first glance and will be easy to use.
After you’ve established a good first impression, users move on to explore the rest of your site.
REASON 2: USERS WANT CUSTOMIZED CONTENT
A great number of online users want content that is unique and contributing to their needs. That means you have to stand out in delivering unique messages for them.
In UX design, the user is prioritized - every detail on your site is optimized to make the experience easier and more enjoyable for them. This is because your priority is conversion.
UX design plays a big role in the process of converting visitors to customers. For a dollar spent on UX design, you could be earning a hundred. That’s an incredibly high ROI!
Let’s take a look at the different factors that influence the ROI of UX design.
- Less support costs. You don’t have to answer as many queries if your website answers them for you. A poor website may result in visitors asking a lot of questions that really don’t have to be asked. If they can easily read about the details of your products, what your company does, and how you can be contacted, they won’t have to contact support.
- More customer retention. A great user experience means that people will be willing to come back since your company is so easy to deal with. They will be more loyal, and loyal customers cost less than new customers.
- Less customer acquisition costs. People are less likely to leave a great website with an outstanding user experience. Therefore your bounce rate is decreased, and you are generating more revenue with just your website. You don’t need to acquire as many customers elsewhere because your website is getting it done for you.
- More market shares. The more customers you convert, the more sales you’re making. The more sales you’re making, the larger your market share. Simple.
REASON 3: CUT COSTS ON WEB DEVELOPMENT
Most developers spend as much time revising websites as they do actually develop them. By that time, your website is probably past the stage where it’s easy to fix things and into the more expensive one. With UX design, you will have already prioritized the user and the ease with which they can navigate your site. This means you’ll have less to redo later on because the end goal of your website is already worked out.
Web designers cost a lot less than web developers. The better your web design is, the less you’ll have to work on web development. Have a UX designer create and test your website and let your developer prioritize the backend. Your website will come to life more quickly, and you won’t even pay as much.
Ultimately, UX design places priority on your user experience, giving them a beautiful and easy-to-navigate site to enjoy. With that, you’ve already got one foot in the door to customer conversion. You’ll be making a better first impression, earning a higher ROI, saving money elsewhere, and equipping your business for the future. Your website isn’t for you - it’s for your customers. Make UX design a part of your website today!
Waveguide is a curated and searchable base of design knowledge, UX/UI patterns and design examples for research and inspiration.
The Waveguide Knowledge Base currently features bite-sized explanations of UX design patterns, mobile design examples (iOS and Android screenshots) and landing page examples (web screenshots).
Waveguide's goal is to create an outstanding repository of referenceable concepts that can help designers and developers to build amazing and high-quality products.