How UX Design Will Improve Your Revenue
If you haven't already taken an in-depth look at your business' UX design, this is one area you may be able to improve and in the process increase your overall revenue. UX stands for user experience and can include everything from how easy your site is to navigate to how interactive your website is for users. In a nutshell, a positive experience will make the customer stick around your site longer and become more loyal to your brand.
The key is to look at your website through the eyes of a typical person who might visit your site. If you were that person, what types of things would you be most interested in and what would you want to see? What would make your visit to the site more enjoyable and useful? Some businesses create user personas that represent the typical site visitor for that business to help with this.
Companies who regularly invest in improving UX and UI find that every dollar they invest in improving user experience results in a $10-$100 return on investment (ROI). Knowing that there are substantial rewards for investing in UX/UI design, it just makes sense to take a look at this area of your business. When it comes to making your website more user-friendly with the goal of generating more revenue,here are some things you need to consider:
1. Increase ConversionsOne of the key aspects of growing your business is improving your conversion rate. If you're like most small businesses, you likely spend a lot of time and money investing in advertising intended to drive traffic to your site. Just as important as driving traffic,though, is converting that traffic into customers or mailing list subscribers.
A frustrating user experience will cause those site visitors to bounce right away from your site and go somewhere else. An enjoyable user experience has the opposite effect, engaging site visitors and making them want to stay updated on what you have to offer. If you lay out your goals clearly, it will be easier to measure how successful your design changes are, and you'll be able to see what you still need to tweak.
A useful example of this comes from the skincare company site TruSkin Naturals, which offers $5 off if you sign up for their mailing list. However, if their site wasn't intuitive and simple to use, visitors wouldn't be likely to sign up for that list, no matter how enticing $5 off sounds.
2. Focus on the Design Elements that Matter MostExperts point to four areas of site design that most often need improving- navigation, background color, ad density and page speed. Some of these design elements are intuitive. For example, a simple navigation structure is just common sense. If site visitors can't find what they need or want, they aren't going to hang around your website. The navigation should be exactly where they expect it to be, often near the top of the page.
A site that provides an outstanding example of user-focused design is Groupon. Note how Groupon's navigation structure is quite simple — across the top are six basic categories and a Home button. The page loads very fast, the colors are limited to just a few, and the only ads are to promote Groupon's specials. By keeping the focus on the categories and featuring products, Groupon makes the overall use of the site as straightforward as possible.
3. Modern Inventory SystemsPut yourself in the shoes of the average shopper. You've landed on a website and found the perfect item. You go through all the steps to order it, only to discover it is out of stock. Even worse, you order it and then have to wait six weeks for it to arrive.
Modern inventory management systems keep this type of issue from occurring,which improves customer experience. The last thing you want to do is to disappoint your site's visitors, making them no longer want to come back to your website.
You can find a perfect example of this e-commerce solution in the products available from FDM4. The FDM4 software not only tracks inventory but also helps customers through every step of the process until their order arrives on their doorsteps. Tracking inventory is key to the overall experience the customer has not only with your website but with your company.
4. Mobile User ExperienceAs the number of mobile shoppers grows, businesses need to focus increasingly on the mobile user experience. Around 125 million US consumers own smartphones, and 62%of them have made an online purchase from their phone in the last six months. That number continues to grow from year to year.
If you want to increase your revenue, one key way is to improve mobile web user experience. Schuh is an online store that sells all types of unique shoes. In addition to a super intuitive site that users can zoom through, they decided to focus on improving the shopping experience for their mobile users.
They took the time to think through what users expect when visiting Schuh from a smartphone and identified points of friction that impacted conversions. They did two rounds of testing to figure out what was working and what wasn't. The results were an increase in smartphone conversions.
Creating a website with an intuitive UX design will not only help boost conversions, but your customers will also see your site as more trustworthy, and their overall experience will be a more positive one as well. Understand, however, that the preferences of your site visitors can change from year to year, so take the time to reevaluate your user design regularly. With a few tweaks and a small investment,you could reap big profits.
About the Author
DesignRoast and can be followed on Twitter @lexieludesigner.