If you were offered an investment with an average return of 9,900%, would you take it?
According to recent user experience (UX) trends, that high average return is exactly what will happen if you create a user-friendly website for your company or small business.
In particular, Forrester Research found that every dollar invested in UX results in a $100 return on investment (ROI). The research and advisory company also concluded that developing an intentional strategy for enhancing consumers’ user experience on a website can help raise that site’s conversion rate by up to 400%.
That means if you’re looking to attract clients or customers to your brand with your website, creating a seamless experience can boost your profits and customers’ trust significantly.
Have those numbers convinced you that investing in UX should be a top priority for your business? Are you in need of some more inspiration and research?
Here are three failsafe ways to improve the user experience on your business website:
1. Make It Simple
Implementing some fancy bells and whistles on your website may seem like a promising idea. But it will often result in unintended consequences, like negatively affecting UX. This is especially true for a site that’s not entirely optimized for viewing on a mobile device, as many visitors will want to access it via smartphones or tablets.
Simplifying your website will ensure visitors find what they need as quickly and efficiently as possible. Having too many extraneous pages and complex navigation menus could result in consumers viewing your company negatively. It sends the message: If our website is this difficult, wait until you try to do business with us!
2. Make It Intuitive
Talk to any web designer, and they’ll likely tell you the number one mistake most small businesses make is creating a website that’s crowded and difficult to navigate. If visitors can’t find the information they need within a few seconds of browsing, they’re likely to get frustrated and leave your website.
Making your website’s navigation intuitive means ensuring your visitors can find what they need when they need it, without a lot of confusion or navigational dead ends. This is, of course, easier for businesses that primarily use their site as an introduction to their company and values. For more content-heavy websites, it’s beneficial to create a scripted video explaining how to navigate the site’s more complex features.
3. Make It Responsive
Google’s 2021 algorithm update included three new metrics to measure a website’s speed and the overall user experience of the page. This means part of ensuring your website can be easily found and ranks high on search engine results pages is by making it more responsive.
The importance of website speed can’t be overstated when improving UX. A recent study commissioned by Google and conducted by Deloitte found that a mere 0.1-second improvement in load time can positively influence every step of the user journey.
Conversely, speeding up load times can protect your website from cybercriminal activity. Multiple factors can affect the speed of your site, including malware. Website malware removal often requires an initial investment to protect your company’s site. But the result of using a malware removal tool is a fast, secure website that will inspire confidence and a better overall UX.
It’s All About Conducting Business Simpler
If you want to ensure your website always works in your favor to build brand loyalty and inspire consumer trust, improving the UX is a small step that can reap significant rewards. Remember, sometimes less is more, especially if it makes it easier to conduct business.