User Experience

Think UX Doesn't Matter? 5 Ways User Experience Design Affects Your Business

October 14, 2016


From the colors of your website to the placement of static content, each component of consumer-facing design affects your company’s bottom line. How customers feel when they interact with your business online influences not only their purchasing decisions but their impression of your brand too.

Do you make it easy for new customers to complete a purchase? Do they need an advanced degree just to navigate your business’ mobile application?

If you want to ensure your sales funnel is optimized for success, the design of all consumer-facing portals needs to have user experience as the number one priority. Consider the following five factors for a clear understanding of just how important optimal UX is to the survival of your business:

Lost Customers

A poorly designed site or mobile application can cost you customers. If potential buyers can’t figure out your UX or have trouble completing transactions due to hidden features, they’ll patronize a business that doesn’t hide details inside a hamburger menu or at the bottom of an infinite scroll screen.

Don’t assume consumers know how to navigate all the latest features you have implemented into your site or mobile app; test all interfaces from the perspective an Internet newcomer to ensure your design features are putting customers first.

Lost Referrals

Just as bad design can cost you current customers, it can also cost you future referrals. Consumers who have had a heck of a time navigating your site/app aren’t likely to refer their friends or business associates.

Consider whether your UX is share-worthy when implementing design changes; if a design change doesn’t thrill customers, is it really worth implementing?

Design ROI

Just as with any other business expenditure, you want to ensure your design costs provide a positive return on investment. The money you spend on design needs to be reflected in increased sales. This is especially true when it comes to making design changes after the development process has begun. The more often you make design changes, the higher your bill will climb.

Poor Design Affects Conversions

Bad design can affect your CRO. Features that were once standard can now be passé due to the ability to track conversions via detailed data analytics.

While you might think having a multi-image slider on your home page looks lovely, the truth is your slider is likely costing you conversions. Customers don’t want to click on sliders to find the information they seek; they want pertinent data front and center. Judge every design implementation on whether it is likely to drive conversions.

Self-Serve Capabilities Matter

A growing number of consumers want to complete their online transactions without ever needing to talk or interact with a human. They want to choose a product/service, pay for their goods, and finalize the checkout procedure without having to call your company or participate in a live chat session with your customer care team.

If your design does not facilitate self-serve customers, you might be doing your business more harm than good. Speed and efficiency matter to today’s mobile-enabled consumer; don’t make them interact with your team if they are capable of completing a transaction on their own.

User experience design is a factor far too many business owners overlook. They are more interested in adding fancy features than concentrating on the needs of their customers.

Each component of your website or app needs to be developed with conversions and customer satisfaction in mind. Will you be considering the above tips the next time you consider implementing a change to your company’s website or app?