June 8, 2022

5 Ways User Experience (UX) Impacts Your Bottom Line

By: Shelby Dias

User experience is determined by how intuitive your website is for your users. A website that is easy to use and understand has good UX. How your website looks and functions can directly impact how engaged your customers are and how likely they are to do business with you.

Investing in your website’s UX can yield returns in the form of improved search rankings and credibility, as well as increased customer engagement, conversions, and retention.

#1 Search Engines Reward Good UX

If you want your website to be more visible in search results, you must take user experience into account. Google considers UX as one of several ranking factors. If your site passes Google’s Core Web Vitals test – which measures user experience design elements like speed, responsiveness, and visual stability – it may result in a rankings boost.

Google’s ultimate goal is to answer questions and provide the most useful results to its users. By considering the intent behind your customers’ search queries, you can better address their needs on your website. Providing content and design that is useful to your customer will score points with Google and help you reach a larger audience.

So, be sure to optimize your UX in the eyes of Google:

  • Do write website content that is informative and helpful to your audience.
  • Don’t write mechanically with keywords in an effort to speak to search engines.
  • Do prioritize responsive web design and page loading speed.
  • Don’t let your website performance interfere with your visitor’s ability to take action.

#2 User Experience Establishes Credibility

First impressions matter. It takes less than a second for a website visitor to decide if they will stay on your site or leave. If they stay, their experience on your website will impact whether they do business with you. More than half of visitors to a website indicate that a poor experience on mobile devices makes them less likely to engage with a company in the future, and 75% determine the credibility of an organization based on the website.

If your website is useful and accessible, you can make the best impression on your potential customers and you are more likely to secure their business.

Keep in mind these key elements that support good UX and build trust with your audience:

  • High-quality content
  • Natural, intuitive site usability
  • Easy-to-use menus, search bars, links, and call-to-action buttons
  • Site security and credibility

#3 Reducing Friction Keeps Your Customers Engaged

You can achieve strong UX on your website by reducing “friction.” This refers to anything that gets in the way of your visitors achieving their goals. To do this, you should consider the entire journey potential customers might take on your website. Then, eliminate unnecessary steps, reduce distractions, and provide clear directions and action items. 

For example, an insurance agent might offer a free quote tool on their site. However, the quote tool is not visible in navigation. It can only be accessed by clicking a button on a specific page. To reduce friction, the agent should include a button for the quote tool in the navigation bar. This allows the potential client to click at any time they are ready for a quote.

Providing a clear, uninterrupted path for your customers keeps them engaged because your site continues to meet their needs.

#4 UX Design Influences Website Conversions

Whether your goal is to have website visitors make a purchase or schedule a call, their user experience will impact the end result. Twelve years of usability testing consistently found the design and flow of online checkout to be the sole cause for users abandoning their purchases. Confusing forms, distracting page elements, and other symptoms of bad UX disrupt conversions.

In contrast, good UX improves conversions. For example, a chiropractor’s website could see an increased number of appointments scheduled if the contact form was intuitive and easy to use on all devices (versus having too many required fields and only being accessible on a desktop).

Speed, responsiveness, and ease of use all contribute to a better user experience – which in turn can lead to improved search rankings, more page views, increased conversions, and higher earnings for your business.

#5 Positive UX Powers Customer Loyalty

Positive user experiences contribute to your customer retention and recommendations. Studies have shown nearly 90% of visitors to a website are less likely to return if they have encountered a bad experience. Companies that invest in their user experience find that customers are significantly more likely to remain with the same brand and more likely to recommend the product or service to others.

When your website visitors have a frictionless experience on your site, they are more likely to come back and they are more likely to tell others about it. When people share your website or recommend your business, they are really sharing that they had a positive experience.

Content that answers questions, intuitive navigation, clear and direct call-to-action buttons, and other UX elements are all things that can positively impact your customer acquisition and retention.

Reap the Rewards of Good UX

We know that intentionally creating the best user experience on your website can lead to real results for your business. That’s why our Best Websites are written and designed with your target customer in mind. By meeting their needs and exceeding their expectations with great UX, we help you achieve your business goals. For more info, schedule a call with our team.


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