When users come across your website for the first time, this becomes the beginning of the user’s experience (UX) with your business. The quality of that experience forms part of the opinion the user will have of your brand as a whole.

Therefore, it goes without saying that a great user experience is an indispensable part of your website design. The best-designed user experience not only does helps the user but can also impact your business’s bottom line.

In this post, you’ll learn 3 main reasons why a great user experience should be an important part of your website design and your brand as a whole.

Improved Customer Opinion of Your Business

This may sound like a small benefit, but it is not.

What your customers think of you has a significant impact on what they will do next. Would they share your website or blog post if their user experience was less than impressive? Would they proceed to checkout if annoying popups keep getting in their face? In both cases, I doubt not.

However, the impact of their experience doesn’t stop there.

Most of us underestimate the power of word-of-mouth marketing. Part, because it’s hard to quantify. However, a bad user experience could lead to an incalculable loss in opportunity costs for your business.

Consumers only recommend products or businesses that they’ve had excellent customer experience at. And a good online customer experience begins with a good user experience on your website.

In other words, your website is the first line of customer care experience and the last line to make your first impression last.

User Experience Affect Your Google Ranking

Google is growing smarter with every algorithm update.

In the early days of SEO, the only things that moved the needle with ranking were purely on-page SEO and link building.

Nowadays, Google has over 200 ranking factors and one of which is user experience signals. They specifically measure how the user interacts with your website. Metrics such as dwell time, bounce rate and organic CTR are used to measure engagement.

In clear terms, if more people seem to dwell on your competitor’s website longer than they do on yours, then this tells Google that users value your competitor’s content more than yours and therefore may reward them with a higher ranking than you.

The higher the ranking in Google the higher the search traffic. In fact, according to a study by Backlinko, position #1 in Google ranking receives twice as many clicks as position #3 - a small difference in ranking but a huge gap in search clicks.

Need I say more?

Nearly 65% of all Google searches are clickless. That means the competition for user clicks is getting fiercer while the number of clicks is getting smaller.

This can only mean one thing:

Every user that clicks through to your website should count and you should do everything to make their experience exceptional.

Better UX Experience Leads to Higher ROI

A conversion rate is the percentage of users completing the desired action out of a total number of visitors. Often this desired action can be buying a product, booking an appointment or signing up for a newsletter.

However, the conversion goal is not only limited to the aforementioned actions. Sometimes conversion could be as simple as clicking a button or sharing content on social media.

With an example of a call to action button, a simple design change like moving a call to action button above the fold can make a whole difference.

Example? We’ll take Unbound as an example.

By adding a secondary CTA above the fold, which directed leads to scroll down the page to the pricing grid, below the fold. This change in CTA placement produced a conversion spike of 41%.

As you can see from the example, a seemingly small change can have a great impact on your conversion rate and thus your bottom line.

Great UX Experience is More Than Flashy Website Designs

A great user experience is not only about design elements, but most importantly about how and when users interact with those elements.

For example, popups are not inherently bad but they can be annoying if the timing is bad. Likewise, any design elements, if not designed with the user in mind, can lead to a poor user experience and thus a loss in user confidence, search ranking, and ultimately conversions.

So, wherever you’re in your business journey, whether you’re just starting out with a fresh website design or looking to liven up your old design, always begin with user experience in mind. If you’re doing it yourself, learn all you can about user experience before you start out with your project. But if you’re using the service of a digital marketing agency, ask for their previous work to make sure they have walked the talk.

Either way, the ultimate purpose of your website should be to give a great customer experience. How you begin is your choice. Good luck!