Digital marketers continuously deal with the issue of user experience (UX). It’s a term that’s somewhat slippery and a challenge to define. Essentially though, it has to do with the interaction between humans and systems. A person’s responses and perceptions that come from using a system are the UX. Every single aspect of a user’s interaction affects the perception of the whole. Brand identity, visual design, text, layout, sound, and the interactions themselves all play a role. UX is vitally important. Here are a few key reasons why. 

1. Customer Satisfaction

Your online presence should be a pleasant virtual location for your visitors to find solutions to their problems. If the website’s UX is intuitive and fast, potential customers will be much more likely to linger, remain, and come back for more. On the other hand, a clunky, disorganized interface will lead to frustration, causing visitors to click away. Ideally, customers should not have to overthink navigating your website. In the best-case scenario, your website has interactive elements and evolving content that inspires return visits. 

2. Productivity and Efficiency

Assume that your visitors’ time and energy are important. Time is of the essence. With on-point UX, it’s easy for visitors to find what they’re looking for and there are fewer bumps or delays along the way. There are no dead ends or unproductive rabbit trails. In general, keeping processes efficient and seamless enables employees to work more easily and productively. Think of your website visitors in the same way. 

3. Conversion Rates and ROI

If your UX is smooth and effective, your ROI (return on investment) will subsequently rise. You’ve invested time and money into your business so that it’s a go-to place for your visitors, and now you’re reaping rewards in the form of increased profits. Also, you’re decreasing the length of time from lead to sale as a result of a streamlined UX. That means more return business from satisfied customers. 

4. Customer Loyalty

If your website makes a positive impression on your visitors, the first few site visits will lead to loyalty. Keeping potential customers on-site with best practices is the goal. Ideally, your website offers an experience that your customer can’t get anywhere else. This leads to long-term business success and exponential growth due to referrals and brand advocacy.

UX should be a top priority when creating your online presence. Consider these factors as you plan your strategy.