Good Marketing Can’t Overcome Your Bad UX - Here's Why
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Here’s Why Bad UX Is More Expensive Than Good UX

So your marketing efforts are great, your SEO is perfect, your ads are everywhere, and you just see people flocking to your website. And yet, you’re making no conversions; you’re not really making any money. So, you might be wondering why you might be asking yourself where you went wrong. Well, how about you look at your bounce rates? Pretty high, aren’t they?

Congratulations, while we have no doubt that your marketing strategy is working, you simply can’t get people to stay and check out what you have to offer. And the reason here? Most likely poor UX.

Poor user experience is a guarantee that people will leave your website without making a purchase, or hiring your services. The most likely culprit is an obsession most people have with the theory of marketing, without actually thinking about their users. Namely, this is what this article will deal with – remembering how to put the users first, how to make their experience the best it can possibly be.

1. Don’t Forget About What Your Users Want

Now, we understand that you want to work on marketing that you enjoy building your brand. And yes, brand matters a great deal, and marketing is vital to success. But, you actually have to think about what your users want. Namely, focus on a User’s research journey and query intent.

Now, query intent stands for the understanding of what kind of problem the user is trying to solve. Proper UX design allows the user to solve the said problem as quickly as possible. This means having an efficient layout, a properly working internal search engine, and even offering specific “mini-products” that can fulfill their needs.

2. Remember How Important Your Users Time Is

You can always make more money, meet new people, get healthier, and open up new businesses… But what you can never create is more time. Namely, time is vital to everybody online, and people simply hate waiting for their pages to load and wasting time. Just think – how long are you willing to wait to have a page load before you decide to just jump ship? Simply put, loading speeds are vital.

If you can’t get a page to load in less than three seconds, you can rest assured that your users will not stay on your website, but will rather move their business elsewhere. By respecting your user’s time, you will lower your bounce rates, and improve conversions. So, work on this. Clean up your code, optimize your scripts, lower the resolution (and number) of images found on your website. If needed, change your hosting service, get someone faster.

3. People’s Attention Spans Are Limited

Tied to the previous point, peoples’ attention spans are limited nowadays. We are all used to getting rapid responses, instant gratification, and just having information handed to us on a platter. You have the internet to thank for that. And for this reason, you need to be catchy; you need to grip people’s attention in, basically, the first 10 seconds of their stay on your website.

You can do this by using color psychology by creating an eye-grabbing webpage and attention-stealing content writing. Another way you can facilitate this kind of reaction is by avoiding cluttering your web page with nonsense. Put only the most important things on a page, minimize any unnecessary elements and features. While we are not promoting minimalism (even though it does have many benefits), we do suggest you keep things clear, neat, and tidy.

But, if that’s too much for you, understand that there is no shame in the delegation. You can have some of your employees work on one aspect, while you focus on another. Hiring professional companies to help you out, like the Orion Creative graphic designers, for example, can relieve some of the burdens, letting you focus on other things. Just asking a professional graphic designer for advice can help you avoid having cluttered websites, bloated with features nobody wants or needs.

4. Don’t Leave People In The Dark

Here's Why Bad UX Is More Expensive Than Good UX

People need to know they can trust you, and you need to show and present that through user experience. And a big part of creating guidance is providing clear instructions (and getting feedback). Provide people with instructions, how-to-guides presented through illustrations, and even through video content. Furthermore, if your users take a wrong turn and don’t get what they want, you need to set things up in a way that directly explains to them what went wrong. So if they entered invalid information, do let them know exactly when they did so, and for what field. Imagine an entire page with 15 text boxes that need to be filled out. This point right here is the difference between having an error message stating you made a mistake “somewhere” versus having it point out exactly where you went wrong.

And of course getting conversions through social media is all well and good, but you can also use it to get some extra feedback. You can ask your users directly what they like and don’t like about your website, and then you can modify it accordingly.

Conclusion

Remember, practice always beasts theory. In order to make the conversion you want, in order to achieve the profits you expect, you need to give people what they want. Show them that they can trust you that your company is safe and secure. Furthermore, don’t forget just how limited people´s attention spans are. Keep in mind that time on the internet goes by faster, that ADHD is rampant, and that people´s expectations need to be met.

Nick Brown
Nick is a blogger and a marketing expert currently engaged on projects for Media Gurus, an Australian business, and marketing resource. He is an aspiring street artist and does Audio/Video editing as a hobby.

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