Almost 90% of consumers say they wouldn’t return to a website after having a bad user experience. Failing to provide your customers with an easy, convenient experience could cost you sales. Your company’s reputation could falter as well.
By understanding essential user experience (UX) principles, you can earn the trust and loyalty of your customers. Otherwise, you might scare them off.
Instead, you can improve their experience with your brand throughout your entire business strategy. Understanding your customers and the buyer’s journey could set you up for long-term business success.
Keep reading to learn everything you need to know about optimizing the customer experience.
1.Put Your Customers First
One of the main UX principles you need to understand is the importance of putting your customers first. After all, your customers are the backbone of your business. They’re the ones you’re making changes for!
As a business, it’s your job to provide your customers with a solution to their problems.
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A negative user experience, however, can add to their problems.
Instead, it’s important to understand what your customers need, when they need them. Then, you can provide them with solutions before consumers anticipate their needs.
It’s also important to note that needs change over time. Make improving the user experience an ongoing part of your overall business strategy. Otherwise, your customers might move toward your competitors over time.
Knowing how to detect UX issues quickly can help you make fast, smart adjustments.
If you fail to change, you’re failing to provide customers with the value they’re looking for.
2.Understand Human Behavior
About 70% of customers say they’ve abandoned a shopping cart because of a bad user experience. Another 88% won’t return to a website after a bad user experience.
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It’s important to understand every step of the buyer’s journey. What are they looking for when they interact with your brand? What do they expect from the user experience?
Consider how you can make their lives easier. For example, positioning eye-catching buttons in the top right corner of your website can draw their eyes.
At the same time, you’re leading consumers to a conversion.
In order to make the right changes for your business, you need to understand human behavior. How do consumers interact with your company? What changes can you make to help them on their buyer’s journey?
Have you considered customers that suffer from sensory, cognitive, or physical disabilities? How do they interact with your company? Neglecting accessibility can cost you business as well.
There are many techniques you can use to understand human behavior, including user interviews and customer journeys. Map out how people interact with your business. Then, make changes with their needs in mind.
3.Communicating Your Brand
Consumers choose companies that are transparent, reliable, and trustworthy. You can use UX design to convey those qualities. Without a positive UX experience, however, you could risk frustrating customers.
Instead of seeing you as reliable, they’ll perceive your brand in a negative light.
Simplifying your interface can show consumers you’re focused on convenience. Providing top-notch, accessible customer support can show them you’re eager to help.
By focusing on UX design, you can change how people see your business, improving your brand’s reputation.
4.Prioritize Quality and Quantity
Remember, it’s important to understand how consumers interact with your business. Otherwise, you’ll fail to make the necessary changes. UX design focuses on qualitative and quantitative information before making conclusions.
If you fail to gather enough information, however, you could make assumptions that hurt your business strategy.
How do consumers perceive your business? Instead of making assumptions about how they think, ask. Understanding the user’s point of view can help you make the right changes in your UX design.
Every member of your team plays a part in the overall customer experience. Gather data from every department and your customers to determine where you can make changes.
Consider the team that plays a part in your UX design, too. To start, you’ll need an analyst who understands consumer behaviors. They’ll translate the data to ensure the right changes are made.
Information architects, on the other hand, create prototypes. Prototypes are necessary to determine which UX design changes actually work.
Their data will help you confirm theories before you turn them into strategies.
Front-end developers gather the data and ideas before crafting a solution. Finally, UX designers create the final product and ensure nothing goes overlooked.
By considering every member of your team, you can create a flawless user experience that leaves customers smiling.
6.Generate Leads and Conversions
In order to provide a positive UX experience, you need to consider every touchpoint a customer has with your business. Map out how consumers interact with your company. Then, track their performance.
Which touchpoints generate leads, conversions, and sales?
Understanding where touchpoints succeed and fail can help you develop an omnichannel strategy. Otherwise, you could make changes to your UX design that don’t fix the root problem.
As you improve the UX experience, you can guide customers to a conversion opportunity to improve your ROI.
7.Avoid Gut Decisions
Gathering quantitative and qualitative data can help you avoid making rushed decisions in your UX design. While it’s easy to develop a bias, there are tools that can help you avoid gut decisions.
For example, you can use heatmaps and keyword research to gather the data you need. Then, you can A/B to determine what works best for the UX experience.
Failing to track and analyze the results, however, could waste valuable time and effort.
8.Test, Analyze, and Improve
UX design helps us fail. Instead of launching a project and hoping for the best, you’ll have data that backs up your decisions. Small failures at the beginning of the process can save you months of trial and error down the road.
By gathering data and strategizing, UX can set you up for success.
Don’t let a project fail before it’s even started. Instead, consider these eight essential user experience principles. By understanding UX design as a whole, you can make smarter, more effective decisions for your business.
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