Digital transformation is no longer a dream but a necessity. Concepts such as user experience are necessary for your business to move forward and adapt to today’s business trends. Learn more about it here.

What is UX (User Experience)?

With the rise of digital marketing, there is a very important term that you need to know: User Experience (UX).

Nowadays, it is vital to be able to make your brand grow and generate a good impact on your customers, which is why it is a concept that you should take into account when creating and optimising your business website and increasing your conversions.

Let’s get down to definitions and data

User experience is the interaction of a person with a system, which could be an application, a website or even software. It is a concept widely used in the digital environment, which in the rise of technology and digital transformation is becoming increasingly relevant.

In simple terms, it refers to the quality of the experience a visitor has when interacting with your product or service in the digital environment. In other words, how comfortable a user felt when entering your digital platforms.

Some facts that highlight why UX is important:

• 88% of users are less inclined to return to a site if their browsing experience was unsatisfactory.

• 70% of online businesses fail due to poor customer experience.

And what should I be aware of?

The key to having a good UX is to become a costumer centric company, to focus on the consumer. Analyse your ideal customer and ask yourself: what does he/she need to see? what interests him/her most? how does he/she navigate? and based on these answers, design a website that is adapted to the real needs of the consumer.

Keep in mind that the user experience starts from the first contact and continues during their interaction with your product or service at all subsequent levels.

How can I improve the user experience on my website?

To successfully achieve your goal of giving your users a good impression of your web design, there are several main steps to follow.

User research

The best way to do this is to start using analysis tools within your digital platforms. One of the best known is Google Analytics.

Ideation, prototyping and design

From the results of your analysis, it is time to brainstorm and design solutions with your consumer in mind.

User testing to validate or invalidate your design choices

Remember that your stakeholders are your greatest allies. Test your improvements by putting them in the hands of your own team and collaborators. Then you can set up a testing period (or beta phase) where you can measure that your adjustments are really effective, and improve as you go along as you get results.

What are the signs that I am doing well?

Let’s take a look at those signs that will tell you if you are offering your visitors a quality user experience:

Time spent on pages

A page with a high page view time shows that your content holds the attention of the Internet user, a great sign that your website’s interface is being effective.

To verify this data, Google Analytics has a section that shows you the average time your users spend looking at your site.

A low bounce rate

Bounce rate refers to the percentage of users who leave your website without even interacting with your content.

Therefore, a low bounce rate indicates that most users do interact and navigate within your website, a very good sign that their stay on your site is being satisfactory.

This data is also present in Google Analytics.

High average click-through rate (CTR)

CTR or click through rate is the percentage of impressions that resulted in a click, or in simple terms: how many times on average your page had to be viewed to get a click.

A high CTR is a good indicator, this means that the content corresponds to the user’s request, and therefore, what is displayed in the search results attracts the attention of internet users.

A high loading speed

A website that loads fast makes it easier to use.

Google takes certain data into account when ranking pages in its search engine, site loading speed is one of the most important factors.

Beyond the ranking of your site, a slow website is likely to drive visitors away. This can also affect the bounce rate.

Responsive design, or design that adjusts to multiple devices.

Most Internet users today use their smartphones to browse the Internet, so adapting the design of our platforms to be mobile-friendly has been the norm for several years now.

Repeat visitors

Users who return to your website after their first visit are one of the clearest signs that what you show on your site is valuable to your users.

In a nutshell

User experience is an element that cannot be missing in your business strategy as it is an important factor in positioning your brand, attracting more people and making your customers feel satisfied with the interaction of your website or app.

Focusing on the visitor and the comfort of their interactions is the basis, not only to achieve a better position of your website, but it is the basis for your business to be valuable for your potential customers and to increase your sales.

Digital transformation is no longer a wish, but a necessity. Concepts such as user experience are necessary for your business to move forward and adapt to today’s business trends. That is why it is important to have a trained team that develops effective tactics to constantly improve your contact channels with your target customer and to achieve your business goals.

TAS Consultancy, business consultants in Spain.

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