UX: Invest or Get Left Behind
By Tom Starley
What is UX?
According to UserTesting.com, UX design is the process of designing (digital or physical) products that are useful, easy to use, and delightful to interact with.
Why is UX important?
In case it’s not obvious, UX is important because no one likes useless, hard to use, unpleasant things to interact with!!
Treat your users as you want to be treated. Sometimes it’s hard to remember that all those faceless user id’s in Google Analytics actually represent individuals. Those Id’s are just people just trying to find and utilise something that helps them with the task at hand and feels good to use.
Understanding this and empathising with your users is the only way to provide them with a phenomenal experience that’ll keep them coming back time and time again, and that’s what you want right?
10 UX stats that’ll probably surprise you:
- Only 55% of companies are currently conducting any online user experience testing. – Econsultancy.
- Only a feeble 11.5% of budgets assigned to develop products is spent on user experience design. – Sapient.
- 88% of online consumers are less likely to return to a site after a bad experience. – Econsultancy.
- It’s 6 times more expensive on average to gain a new customer than to keep a current one. Parature.
- 95% of users think that good UX pays off. – Econsultancy.
- 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. – Ironpaper Inc.
- 95% of customers share bad customer service experiences whereas 87% share good customer service experiences with others. – Zendesk/Dimensional Research.
- A site with a well-designed user interface can have up to 200% higher conversion rates than one that was poorly designed. – Naturalinterraction.
- 85% of UX problems can be solved by testing with only 5 users. – UltraLinx.
- “Every dollar invested in UX generates around $100 dollars return” – IBM.
Case studies and return on investment.
So you want some more tangible data? You got it, read on….
Taking a user centric approach, Dulux created the “Visualizer App” to improve customer confidence and to address the thought in the back of everyone’s mind when choosing what colour to paint a room…Will the paint look like that when it’s actually up on the walls?! With the aim to make the process and all interaction simple and intuitive and several rounds of user testing later, the results were in…
- 5+ million app downloads
- Increase in tester sales of 65%
- 92% increase in stockist searches
- And a whopping 247% increase in usage!
Javafly undertook a UX audit with goal being to reduce the bounce rate on their e-commerce platform whilst bettering conversion, improving usability and boosting brand perception. The UX audit laid bare users pain points and illuminated quick wins to address and make improvements fast. The audit resulted in…
- A boost in conversions of 20%+
- An increase in revenue of 112%
- A 74%+ increase in transactions
- An average order value increase of 22%
- Reduced number of clicks required to complete a transaction
- Perception of usability improved.
You can find more Go to the full article.