The quality of the experience that a browser has online makes a direct impact on whether or not they make a purchase. If a brand’s website is outdated, difficult to navigate or structured poorly, customers are very likely to click away and find a different website that can meet their needs and provide a more seamless experience. When customers abandon a website, this leads to fewer conversions, a higher bounce rate, poor Google rankings and damage to the business’s reputation. So, brands need to make sure that they are giving their customers a great online experience. When a brand creates a website or an app, it must be easy to navigate, clear, functional, aesthetically appealing, well-structured and both desktop and mobile friendly. To highlight the importance of user experience, here are some statistics published by ‘Think with Google’:
If you would like to improve your understanding of user experience, the University of Cape Town (UCT) offers a range of online marketing courses.
The goal of ‘good UX’ is to provide a seamless and intuitive experience for customers – and this will result in increased customer loyalty and satisfaction. To create this experience for their customers, brands need to understand the needs and wants of their customers, and must design a user interface that aligns with these criteria. The brand also needs to continuously refine this user experience, to make sure that it is meeting the needs of the customers. By utilising UX design principles like accessibility, functionality, consistency, familiarity and clarity, brands can create a satisfying online experience that will lead to improved customer satisfaction and better brand loyalty.
Good UX increases rankings on search engines like Google. When a potential customer finds a website that meets their needs, they are more likely to click through the website and make a purchase or to perform other desired actions like making an enquiry. Google favours businesses that can meet their customers’ needs in this way. The Google algorithm promotes websites that have a high click-through rate and a low bounce rate, because this indicates that the website provides a good user experience, meets the search intent of web browsers, and fulfils customer needs.
As stated above in the statistics from Google, well-designed websites have a conversion rate that is 200% higher than a poorly designed website. The better a website’s user experience, the more likely its visitors are to become paying customers. Some of the UX principles that lead to higher conversions include highly visible calls-to-action (like buttons that say ‘buy now’ or ‘call us’), clear navigation menus, great pictures and videos of products, good website speed and prominently advertised bonus features like free shipping.
Good user experience is an essential component of a robust marketing strategy – and without it, brands will not meet the needs of their customers. If you would like to improve your understanding of user experience and digital marketing in general, take a look at the University of Cape Town’s (UCT) Online Marketing short courses. Marketing is essential for any brand that wants to stand out in the ever-competitive online environment. This course will provide you with the marketing knowledge necessary to create a distinct customer experience. Whether you are new to marketing or want to further improve your marketing knowledge, these online marketing courses will teach you everything you need to know about the most important aspects of both traditional and digital marketing.
Think with Google, “Website user experience: How to convert customers and get them to visit again”, July 2019. https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/app-and-mobile/website-user-experience-how-convert-customers-and-get-them-visit-again/
Google/Heart+Mind Strategies, U.S., “Getting Things Done on Mobile,” n=1,847, A18+ smartphone users, Dec. 2017. https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/app-and-mobile/website-user-experience-how-convert-customers-and-get-them-visit-again/
Google/Purchased, U.S. “How Brand Experiences Inspire Consumer Action,” April 2017. https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/app-shopping-experience-purchase-consideration/
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