10 reasons User Experience (UX) is beneficial for any business
1. Increase Conversions (Sales and market share)
Investing in UX is smart because of the value of return. Google, Amazon, and Apple all invest in user (consumer) experience (UX) and the evidence is the huge success these companies have experienced. It is an investment that keeps paying for itself; to give you an idea of how much, for every 1$ spent on UX the return is ~100$.
Evidence: UK design council tracked share prices from 1993 to 2004, they found that companies whom have invested in design outperform all others by more than 200%.
— What is User Experience design (UX) ?
There are many definitions, but the one we think fits best is this:
Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UX works to coordinate these elements to allow for the best possible interaction by users.
(definition by UPA)
2. Increased customer retention (they will remember you/your product better)
When a client enjoys using your services and/or products they will come back due to the trust that they have in your brand. This is why UX is so important in the life of a business. This is quite a simple point to make, but many of business owners are biased on this point. They believe that if they personally enjoy the experience with their own product/service, that others will as well; wrong.
3. Decrease bounce rates (website)
Designing with the user’s experience in mind allows for more people to better understand what it is you are offering as service and/or product. People often feel frustrated when thy cannot immediately find the information they are looking for, and if they don’t within a tiny time span, they leave and look elsewhere. You must be wary of this statistic, it might be the reason the competition has more customers.
—What is a “bounce rate” ?
When a person gets to your website but leaves from home page without interacting with the page. Imagine a man entering a brick-and-mortar store and after a first glance, just walking out; he “bounced”.
4. UX can help you understand your clients
When you are able to understand customer’s needs and opinions, you and your whole staff can make better decisions in line with the needs of said clients. The more research you do the more you can understand your consumer.
5. People will buy more (website)
When you enjoy using a website, you tend to spend more time on it, and you also buy more from them too. When deploying UX design to your website, you will notice an increase in average spending per client cart. You can also sell additional products (cross-sales) or convince them to buy something additional or more expensive (upsell) by cleverly positioning these suggested items within the page. UX tests all these strategies, and will give you the best result.
6. Good Reviews
Reviews are a very important part of the internet, we often search for reviews on products, trustworthiness, quality, service, etc. These reviews are comparable to word-of-mouth, since there is a sense of “someone like me” said that a certain product was good, therefore it is more convincing. However, a bad review on the internet can be catastrophic. Thousands of people could read that single bad review and decide to take their business elsewhere. With an increased understanding of your customers’ needs and making changes accordingly, we create a better experience for all that lead to better reviews.
7. Less customer service / Support
If users can find the information they need fast and easy, they will be happy, and won’t need to try to contact your customer support service line, spend ages waiting, for a simple and short answer. This will lead to negative customer satisfaction and perhaps bad reviews. However, most people will just look elsewhere, like your competitor, for the information they need. UX is about giving a potential client the information needed to turn that person into a customer. Regular user testing is key to success.
8. Customer satisfaction
The feeling of satisfaction stems from a good experience. A satisfying experience comes from positive emotions due to the fulfillment of some basic psychological human needs: autonomy, self-esteem, competence and relatedness (Edward L. Deci and Richard M. Ryan). When the user has a positive experience, a bond is created between them and your brand; thus they will feel motivated to use your product in the future.
Recommended Reading: Understanding emotions to craft satisfying experiences
Evidence: Apple fanboys, Nike sneaker-heads, & many more.
9. Release the full potential of your service/product
User experience is key to growth, and it can do the same for your business. Apple didn’t invent the smartphone, or the tablet (part of the apple design team comes from Ericsson’s first smartphone. Google wasn’t the first search engine (see Archie, Yahoo, Lycos). What they did different, was paying attention to the user’s needs & opinions. They did research on User Experience (UX)
10. Decrease advertising spending
Good UX advertises for itself. People tend to think that the more users are actively using something, then it must be good. A good experience is something to be shared with others, and make no mistake, satisfied customers will share. The social aspect is not to be ignored; it’s free and based on good reviews more people will flock to your website / buy your product / do business with you because of it.
UX has long-term impact, and advantages that may not be visible at-a-glance, but dig deeper and you will find the many hidden benefits of listening to your user base.
–Article written & illustrated by Mihai Delapeta whom has an experience of 5+ years in different aspects of Design (web, packaging, branding, etc.).