As we conduct more and more of our daily business interactions online, it’s never been more critical to offer users a seamless, frictionless digital experience that aligns with their daily lives. Users have come to expect an optimized user experience as a basic requirement, and it’s now become a prerequisite implementation strategy across all platforms and devices.
Clearly understanding why customers come to a site and what they need works in favor of both the audience and the business, providing brands with the rationale and pathways for optimized user experience. Companies now have the opportunity to impact their business more effectively by implementing targeted strategies throughout their market and its digital ecosystem.
As a creative agency specializing in web design and UI/UX strategies, our focus is to deliver digital experiences that are integrated and comprehensive, delivering both content and conversion opportunities. Most business clients who engage our team for site design are looking for a revenue driving product, but few are aware of how much their business can change for the better with the right UX. In a recent study from Forrester Research, a well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400%. Put simply, the metrics speak for themselves.
Understanding that UX design can dramatically change the face of their business is enough for some brands to convert immediately. But for those who are slower to adapt, it can take a fresh perspective with clarification, hard facts and an updated review of the digital environment.
Making The Case
When customers come to your site, you have only seconds to influence them; investing in UX optimization is necessary to quickly gain trust, brand recognition and ensure user retention. As a strategic design and brand content team, we know this to be true. Many businesses are tasked with the challenge of driving the importance of UX to multiple stakeholders whose focus is primarily on the numbers. In this case, a cost/benefit analysis incorporating statistics on UX ROI can prove beneficial in comparing before-and-after results against key performance indicators.
In Robert Pressman’s book Software Engineering: A Practitioner’s Approach, an early business justification for UX is made that’s hard to argue: “For every dollar spent to resolve a problem during product design, $10 would be spent on the same problem during development, and multiply to $100 or more if the problem had to be solved after the product’s release.” This is to say that every dollar invested in UX returns $10 to $100, and correcting the problem from the start is most cost effective.