A hand drawing a sad face, a content face, and a happy face on a yellow wall.

When it comes to your website, your user experience determines how a person feels when they visit and interact with your site. Also referred to as UX, user experience relies on several important components, and the quality of those components directly affects the quality of your users’ experiences.

These key components include:

  • Value. Does your product offer value to the user?
  • Usability. Is your site easy and intuitive to use?
  • Functionality. Does your site function & perform properly?
  • Responsiveness. Does your site perform consistently on all devices?
  • Navigation. Is your site convenient and easy to navigate?
  • Design. Is your site aesthetically pleasing and attention grabbing?

When each of these components is designed, developed, and tested by a professional web design expert or agency, you can rest assured that your users will have the best possible experience with each and every visit to your website.

And if you value your prospective and existing customers, providing them with a great experience is a no brainer. But UX doesn’t just affect how your users feel—it affects your conversions, your return on investment, your referrals, and more. In this post, we will be discussing several key impacts that UX can have on your digital marketing initiatives and your business’ success.

Good UX increases your conversions.

With a majority of your customers, your website’s UX plays a key role in your relationship with them. Approximately 86% of shoppers say they will pay for a better customer experience, which means when you provide them with an excellent user experience on your website, they are significantly more likely to make a conversion or a purchase.

Good user experience doesn’t just generate more one-time purchases, though. When your content is useful, your site performs properly on all devices, and your user is satisfied with their overall experience, they are more likely to return to your site seeking more information or to make additional purchases (and even refer you to their friends and colleagues) rather than seeking a competitor.

When you invest in quality UX for your website, you are investing in your customer relationships, in more valuable conversions, and in a higher return on investment long term.

Good UX maintains a healthy bounce rate.

A website’s bounce rate indicates how many users entered the site and then left without viewing any additional pages (which also means they didn’t dive into the content, convert, or make a purchase). If you have invested in a stellar website, created valuable and relevant content, and have developed high quality products, you want your users to explore your site and ultimately convert or buy, right?

Research has shown that…

  • 89% of customers switched to a competitor after a poor customer experience with a business
  • 39% of users will leave a website if its images take too long to load or don’t load at all
  • 47% of users expect a web page to load in less than two seconds

When your site is professionally designed and developed with good UX in mind, you can greatly decrease the number of visitors who leave your site too soon. When more users explore your site instead of bouncing, you can create and maintain a healthy bounce rate. 

Having a healthy bounce rate benefits your SEO (search engine optimization) because it shows Google and other relevant search engines that your content and your products are valuable to the user. When a user performs a relevant search query, clicks on your website, and proceeds to explore the site and make a conversion, that tells the search engine that your content is relevant to that search term and that searchers are satisfied with what they are finding. Valuable content, quality UX, and a healthy bounce rate can help you improve your ranking on relevant SERPs (search engine results pages).

Good UX includes responsive design.

We mentioned earlier in this post that responsiveness is a key component to good UX, but we want to talk about why it is so important and how it can affect your overall digital marketing. More than half of the web traffic worldwide is performed on mobile devices, and this percentage increases every year, so it is highly probable that many of your users will be visiting your website from their mobile devices.

Additionally, research has shown that…

  • 67% of mobile users state that they are more likely to buy a product from a site that is mobile-friendly
  • 74% of users are more likely to return to a site when it is mobile responsive
  • 52% of users are less likely to engage with a business because of a poor mobile experience

If your website isn’t designed, developed, and tested by a professional agency to perform consistently on all popular device types (cellphones, tablets, laptops, desktops) and browsers (Chrome, Safari, Firefox, Explorer), your user may have an unsatisfactory experience if they are using a device your site isn’t compatible with. This can cause them to leave your site and seek a competitor with a site that performs better on that device. This can negatively affect your bounce rates and conversions rates, which in turn will negatively affect your SEO.

(Check out this blog post to learn more about responsive design!)

We can improve your user experience.

If you’re ready to improve your website’s user experience, contact us today. Our web design and digital marketing experts will audit your current site’s UX and determine what improvements should be made to your site’s usability, performance, design, and more to provide your users with a stellar UX, improve your SEO, and generate more valuable leads, conversions, and revenue.