The digital landscape is changing so quickly with new technologies, internet speed, mobile device capabilities etc. It can be overwhelming to think of everything you need to keep up to date with when developing a website.
The more I look at various eComm websites and the marketing strategies vendors are using to acquire new customers, the more I am noticing the importance of good UX design.
Near enough is not good enough when it comes to conversion rates and profitability. Increasing your site performance by just 0.1% is actually a big deal when you are getting a good volume of traffic. As your site traffic grows it can mean the difference between profitability and bankruptcy.
In the next series of articles I’m going to look at various UX elements and the impact they have on user experience and conversion rates. I think there is a lot to be explored in this area and the opportunity for improvement is huge. I believe most vendors would not be aware of what is possible, and are simply confined to what their particular software platform options allow.
When you push outside of what is the norm, you start to see dramatic results. When everybody copies an idea, it becomes less effective as users get used to seeing it across multiple different sites.
There is something to be said for keeping to patterns that users are used to though. Simple things like putting the search bar in the top right of your website. Keeping the ‘Go’ or submit button to the right of a search field rather than assuming they will know the enter key performs the same function. When you mess with these patterns, you simply confuse and annoy users and you’ll find your conversion rates drop.
Good UX increases come by experimenting with new ways to engage users and make their experience with your desired end result as easy as possible. Overcome their objections before they even think of them and test new interaction elements to increase engagement.
I invite you to come on a journey with me as we explore the world of UX for websites and apps on mobile, tablet and desktop devices. As these devices all have their own unique experience, it is crucial to look at your website or app separately on each device and how a user might be interacting with your content.
To be specific, we’re going to look at how we can utilise UX design in conjunction with emotional buying triggers. Fear, time, trust, value, belonging, guilt, instant gratification, leadership, and competition. Humans don’t make choices based on logic, we make them based on emotions. By leveraging UX elements that trigger these emotions you can increase your conversion rates dramatically.