Web content expectations amongst online browsers are on the rise. Adopting best practices to improve the user journey for your customers is a crucial element for better engagement and sales conversion. Omnichannel solutions that deliver rich, personalised content to improve customer experiences increases visitor value, but improving the customer journey itself is what will drive customers from product categories to the checkout.
Here are just a few user design statistics that make the case for considered web design:
- 39% of people will stop engaging with a website that takes too long to load [Source]
- 44% of visitors to a site will click off if a website lacks contact information or a phone number [Source]
- 50% of visitors will use a navigation menu to guide themselves around a site once they reach the website via referral [Source]
- 86% of visitors want to see content about products and services from a company’s homepage [Source].
When we’re browsing, we all want to feel that we are able to access the right information through an easy, objective interface that understands its customer base. Understanding what customers do once they get to your website – which pages they click on, where they click off your site – will guide you on how to make their lives easier.
Common barriers to eliminate
On-site customer barriers come in a variety of forms: from illegible typography and long subscription forms to slow site speed and fiddly call-to-action buttons. If you’ve been working on a website for a number of years, it’s easy to become familiar with its layout and features, but the layout may not be clear to others. Go back to basics to assess the following elements on your site:
Online forms: long forms – subscription, downloads, offers – can become real engagement killers on your site that are a burden for users, particularly those navigating through the form from a mobile interface.
Digestible content chunks: mobile-friendly landing pages are condensed and precise. If your visitors need to scroll on your site, at least make an indication that there is more information below before it’s missed.
Clear CTAs: browsing a website shouldn’t be a tasking process. A huge chunk of your e-commerce customer base will be mobile based, so small, packed-together call-to-action buttons may work on your website as a mouse enables users to be slightly more dextrous, but mobile users quickly become frustrated if finger room has not been considered.
Site speed: slow site speed can hurt your bottom line. Loading time is a major contributory factor to page abandonment. There are numerous technical guides online that explain how to speed up your site.
How user design affects your bottom line
The set of statistics above and quick list of common barriers all outline why user design (known as UX design) can affect your sales revenue. Good site design removes any friction in the customer journey, before and after you ask them to take an action.
Earlier in the year, Debenhams made a concerted effort to put customer experience at the forefront of its omnichannel strategy by hiring the UX testing platform Userzoom to create a better UX experience. This was a direct response to a change in its customer buying journey to mobile commerce, which accounted for more than half of all sales. This is just one case study of many illustrates the importance of UX design – in fact, it’s never been so important. Here’s why: Social media sites are slowly cutting down on promotional page posts in exchange for unique and interesting content. By placing UX design at the forefront of your customer strategy, your brand will attract new customers from social media platforms then guide them to convert once they are on your site.
How does all this affect sales? Great user design acts as an online acquisition tool for new customers who link to your page from multiple touchpoints. Removing barriers improves customer trust and loyalty to your brand. If you’re customers are loyal, they’re more likely to increase their average order value and buy more frequently from your business.
The perfect solution
The principles of UX design: providing different customer experiences online, improving the customer journey, developing richer engagement which in turn fosters loyalty and customer retention, perfectly align with the Peerius SMART-content package.
Deliver a personal, content-rich site experience to your customers with our SMART-content solution
The omnichannel environment is raising expectations. With so many sales points at customers’ disposal, there are huge opportunities for retailers to improve conversion. However, this retail environment is also creating challenges. Brands now need to adopt user flows from multiple points, for example maintaining consistency from a PPC ad to the website. Mobile commerce is changing the way we do business. Mobile now accounts for more than 51% of UK e-commerce sales which means that user design for mobile should be a necessary element of your sales plan.
As an omnichannel solution provider, one of our main concerns is being able to craft packages that help our clients to understand their customers. Contact us on +44 (0) 20 3397 4940 to discuss how to increase your revenue today with personalised solutions in an omnichannel world.