Top Five Reasons User Experience Matters.
WRITTEN by: Shawn Metz |
What is user experience (UX)? The Nielsen Norman Group defines it as encompassing all aspects of the end-user's interaction with the company, its services and its products. Essentially, every time a user visits your company’s professional web page they are engaging in user experience. The quality of that experience can determine if you engage a customer or lose one, reduce your support costs or increase them or create a strong or weak brand.
Five reasons user experience should matter to your company.
1. Users Are Impatient
The first 10 seconds of a page visit are very critical. Users generally make a decision to stay or leave a website within three seconds. If you are lucky enough to last longer than 3 seconds, the next seven seconds will determine whether a user identifies your page as “good or bad”. A goal for every professional web design should be to communicate your value to the user within 10 seconds. If you don’t, you risk losing a customer forever.
2. Mobile Matters
Twenty four percent of total website traffic came from mobile devices in the first quarter of 2013. This is up 78% from the same time in 2012, according to a recent report from Walker Sands. Why does this matter? An unforgettable mobile user experience can increase sales. In fact, 62% of companies with a professional web design tailored for mobile had improved sales.
A positive user experience increases the likelihood of a positive word-of-mouth endorsement being shared. On the flipside, 44% of online shoppers will tell their friends about a bad experience online, and this occurs much more frequently.
4. The Potential to Increase Sales
A recent story about a form that prevented customers from purchasing products from a large e-commerce site perfectly represents how a well-executed customer experience can make or break sales. The problem was where the form lived. Users would encounter it after they filled their shopping cart and before they could actually enter the information to pay for the product. The company saw the form as a way to encourage repeat customers to purchase faster, but through usability testing they found out users hated the hassle of registering before checkout. A shopper told them, "I'm not here to enter into a relationship. I just want to buy something."
The fix to the problem was simple. They removed the Register button. Then placed a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."
The results were amazing. Customer purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000. Source
5. Productivity Increase
Let’s say you optimize UX for a task that once took 5 minutes to 2.5 minutes, and as a result you have increased productivity by 100%. If you have 100 customer service representatives performing the same repetitive task 5 times a day, it will reduce their productivity by 25 minutes. 25 minutes times 100 people equals 2,500 minutes of reduced productivity daily. Cutting tasks in half could save a company 1,250 hours of potential productivity daily. Source
A great user experience can create a valued repeat customer who is an ambassador for your brand.