Clients often come to us to solve a common problem: to figure out why their marketing spend isn’t equalising an efficient return on investment (ROI).  Or understand why their businesses aren’t receiving leads. When sales are at a standstill but money is continuously being pumped out on a regular basis to build websites, newsletters, emails, and social media campaigns. So why is there not ROI occurring? It boils down to user experience (UX), of which can be split into 3 distinct areas.

1. Emotional Connection

UX is all about how the customer feels going through your online process. The ‘joy of use’. It is an emotional connection, and, if this process is frustrating, confusing, and doing one’s head in then that is exactly what the customer thinks of your business, services and products. These negative thoughts regarding the process are often reflected against your brand name and can be the difference between winning and losing business. The emotional connection a user has with your website is directly associated with the initial reaction from an interaction and can often be associated with high bounce rates.

2. Visual Stimulation

You could argue that ‘look and feel’ are directly linked to emotional connection but to take it a step deeper when a user first visits your site they are looking for signals of credibility. This can be in the form of reviews, regulatory bodies, testimonials, ethical stance and trust. Often these signals can be enhanced through the visual design of the site, ensuring the key credibility elements are available within immediate sight. So visual stimulation and emotional connection to go hand in hand towards providing a positive ‘user experience’.

3. Usability

Finally, the functionality of the website. The best-designed website may not actually have effective functionality to aid conversion. This is why Insightful UX investigates all nuances regarding the user journey including log-in practices to page layouts. We check to see if the product images are large enough and of the highest quality. We examine and test various factors including action button placements, the number of clicks it takes to check-out, upload speed, functionality across multiple devices, the swiftness of the search function, and if the help/live chat options are easily accessible. These vital usability points are effective whether you are an online retail website selling a men’s shirts or a home insurance broker looking to enhance add on sales.

Match Your Tone to Your Target Market

Another attribute we analyse is the tone you are projecting to potential and repeat customers. It is a pertinent component of UX. For instance, if you target millennials then your emails shouldn’t be too wordy.  You integrate a short Snapchat-like format video and you skip linking to a Facebook page. However, if your business is geared to an older market then you would not use these youthful communication techniques. Instead, you may apply a more informative, news article tone with case studies and embed a relevant Facebook link.

A valuable way to initially understand if your UX leaves users with a positive feeling is to invite several people unfamiliar with your website to go through the key actions or objectives (i.e. checkout, sign-up or get a quote) on various devices. Afterwards, ask for their feedback. Find out how easy it was to manoeuvre through the user journey. Was there a different result when using Apple versus Andriod?  Was the search function fast to respond? Was there sufficient help/live chat available?

Find out more about UX and how Insightful UX benefits your business then contact us today.

Written by
Chris Newnham

Chris Newnham

Co-Founder & Director
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