A brick-and-mortar store in New York with a jammed door, shuttered windows, and a flickering “open” sign that looks like it’s in desperate need of repair is doing its best to repel clients — and profits.
The same idea goes for a business’s website, which is basically an online storefront.
A poorly designed website will undermine your company and your profits. However, your website, when designed with the end user in mind, can positively impact user behavior through accessibility, desirability, and usability to increase trust and sales.
The reality is that in today’s retail and marketing world, the success of a business, in most cases, directly correlates to its website and online presence.
When you think of businesses that have become household names in the digital age — Amazon, Google, eBay, Priceline, Facebook, and Netflix — you think of their website presence.
These companies, which are among the top 20 most profitable websites, have focused on experience design. They not only look good, but they function in such a way as to help move users through sales funnels toward what makes them money — be that pushing the right ads or the right movie titles.
User Experience Design: Figuring Out First Impressions
Your website has about 50 milliseconds to make a great first impression on a user.
That is not a lot of time — significantly shorter than a New York minute.
What this means is that your website is subject to users’ insanely quick snap judgment. And, whatever the takeaway is from that first glance will extend not only to the quality of your product and services but your perceived professionalism and trustworthiness as an online operator.
The only way to combat poor first impressions is with real design. It’s no longer enough to just have an internet presence.
Everybody has a presence online.
Websites now must have a professional feel and flow to them to move users toward trusting your brand and making a purchase.
This starts with doing a little research. Anybody fresh out of design school in New York can bolt together something pretty. However, what they likely won’t do is the research necessary to understand your target market and the elements of design that are necessary to move those users down your sales funnel.
The Importance of your Website’s Mobile Experience
With 79% of smartphone users having made a purchase online with their mobile device in the last six months, your website must do more than simply look good and function well on a PC.
People fundamentally navigate and make purchases differently on mobile devices than on PCs. So, to ensure money isn’t slipping through your fingers, your website must be adaptable to the changing needs of users based on the device with which they are accessing your website.
Even if people aren’t making their final purchase on their mobile device, websites accessed via phones and tablets are often still the first impression they’ll have of your company. People will regularly look up a product or a brand for the first time on their phone before later doing more in-depth research ahead of making a final purchase.
This makes it even more essential that your mobile website is designed in such a way as to effectively present content, engage with users, and move them down the sales funnel.
Defining a Positive Website User Experience
In the wake of Amazon’s revolutionary one-click ordering, users don’t have any patience for hassle when it comes to paying you. They’re usually fine forking over cash, but they’ve become accustomed to the absolute ease that comes with a single-click system.
If you’re ordering form doesn’t look modern or sleek, they’ll worry about the quality of your website’s security and your ability to protect their credit card information. On top of that, enough of a hassle with checkout basically ensures that the sale won’t happen.
Of course, the one-click ordering system is just one of the thousands of details that make a positive user experience. Website load times, the layout of products and information, and ways of engaging with users all have a significant combined impact on your business’s bottom line.
Still not convinced such details are impacting your business’s bank account?
A 2019 Unbounce study revealed that almost 70% of shoppers said that how fast a website loads directly impacts their willingness to make a purchase.
Is your website fast enough?
Final Thoughts: How Great Website User Experience Design Can Mean Better Profits
Websites designed with the user experience in mind tackle all of these issues and more. They are created based on solid research to ensure your website creates the right first impression — whether it’s accessed on a PC or a mobile device.
And, of course, creating a positive user experience is at the heart of the design philosophy. So a website created based on user experience design will make a potential customer’s visit to your website move so seamlessly between the first impression to check out that they won’t hesitate to become a repeat customer.
Contact the experts in Brooklyn to find out how an experience design website can increase revenue for your business.