User experience (UX) has a profound effect on conversion. Little moments of delight paired with a site’s overall look and feel create an environment in which users are more likely to purchase. After all, all brands — from B2B and B2C to B2E — share the same headspace with the same users these days. But sadly, not all sites are created equal, and some have features and functions that others lack — but that doesn’t mean they can’t stand out, dominate and ultimately convert. In this post, we’ll explain how to build a great user experience that delivers that winning combination of delight and conversion.
[.intro-line]What is User Experience?[.intro-line]
UX refers to a person's emotions and attitudes about using a particular product, system or service. It includes the practical, experiential, affective, meaningful and valuable aspects of how humans behave and interact with technology. As you can imagine, creating an excellent UX isn’t easy since it requires an understanding of these complex interactions, something many companies don’t have the money or inclination to invest in — especially B2B companies. But this is a strategic mistake since it impacts every aspect of the customer’s digital journey.
[.intro-line]How User Experience Affects Conversion Rate[.intro-line]
User experience is a critical element in conversion rate optimization. Since UX is essentially the emotions, ease and / or friction a person feels when interacting with a product or service, it’s also part of what makes them choose to subscribe, sign up, demo or otherwise engage with your brand or product. It can also be what makes them choose not to come back for more.
Critical UX factors include:
Many businesses are so focused on selling their services or getting a product developed and launched that they’re willing to put user experience on the back burner. This may work for a while, but it often results in rework and increased spending when negative customer perception creeps in. Luckily, everything in digital can be changed — albeit with varying degrees of ease and cost.
It isn’t enough anymore to simply provide information. You have to cater to the user journey, deliver experiences that are easy, and make connections meaningful. Technology today opens the door to a bounty of ways to accomplish this — and once you prioritize great UX, you’ll convert your visitors into customers and loyalists.