17. March 2022
Growing competition requires innovation and outside the box thinking. Only about 15 years ago companies with a website had a strong and tight position on the market. In 2022, this belongs to the past. Customers are given more possibilities and in every niche there is lots of competition. Search engine optimization and social media are the first steps, but one aspect is often overlooked: Getting the target group to not leave the website and interact with call to action buttons and / or contact fields. In this article we’ll give you valuable information on how to improve your User Experience and which opportunities you have.
UX Design: An important factor in terms of mobility | © Amélie Mourichon
Most people have heard of User Experience (UX), especially regarding websites and their usability. That answers the question about the definition: User Experience sums up all aspects of user interaction and usability with a product or service. That doesn’t only include the experience with apps or websites but how users interact with a product or service as a whole. User Experience is measured by communication between business and customer, possibilities in mobility, how easy it is to interact with a website and how short the ways are to call to actions (e. g. contact form, newsletter button etc.).
Especially changes in marketing that come with digitalization make businesses think outside the box. It’s no secret that User Experience has already been an important topic long before digitalization but aspects of marketing and sales were focused. User Experience was something you took for granted.
During digitalization, User Experience became a criteria of competition. That was mainly because the progress in IT and programming made the release of more complicated products possible. But this also requires more and better explanation of these products before visitors interact with a business by buying something or reaching out with a message.
But even more important is the factor of competition. The time visitors spend on a website used to be longer because now there are more competitors on the market. Consumers know that someone with a similar product or service is only a few clicks away and therefore they look for uncomplicated solutions. Businesses are often in the unlucky situation that their websites gain many visitors but the bounce rate is high in comparison and they don’t even know why. The solution is to expect: User Experience.
The high bounce rate of websites requires the right and especially solution oriented behavior. With our following tips you’ll reduce the Google Analytics bounce rate of your website as well as you will improve your company's image.
Your unique selling proposition (USP) and value proposition (VP) make you stand out in comparison to your competitors. When searching for the right product or service, the number one question of potential customers is: Why?
There are many competitors on the market which all offer similar solutions - constantly improving your offer won’t make things better, what matters is the way to communicate the value to your target group.
Every business has a unique selling proposition (What makes me stand out in comparison to my competitors?) and a value proposition (Which value / advantages can I provide to my target group?) with which you reach your potential customers. Ask yourself if it’s clear for customers to recognize both the USP and VP the moment they visit your website.
As important as it is to represent your company as a serious business, too pragmatic texts won’t reach your audience. Technical terms, very long texts and boring content won’t reach your target group. Many businesses fall for the so-called “SEO trap”. That means companies optimize their texts based on SEO relevant criteria but forget to take a closer look at their target group. Sure, texts which are too “salesy” aren’t appealing either and especially technical products require less salesy texts than beauty products for example. But still, good texts awake emotions and needs in potential customers.
A big sitemap, sub pages with too much content and an user unfriendly design - these aspects of User Experience is what website visitors notice first. In case a website appears too full, some visitors don’t know where to start or how to interact with it. Therefore, they will leave the website.
Another positive aspect of digital progress is that everyone takes advantage of it, even human beings with handicaps. Specific apps and plugins for websites give access to functions for barrier free usage. These include functions such as reading texts, changing size of letters and optical changes.
More than 70 per cent of website visits come from mobile devices such as smartphones and tablets. Even though a responsive web design isn’t as appealing as the desktop version, optimizing a website's design and content for mobile devices is crucial in 2022.
In the first step, good User Experience is defined by a target group friendly website. The process goes beyond that because the product or service itself shouldn’t make the lives of consumers harder. But: To reach this step in the first place, interest of the target group is required and in 2022 the first contact of potential customers with a business is mostly through the website or other marketing methods such as paid ads or social media channels.
Ask yourself the following questions to improve the User Experience:
The last question is important for the complete online performance: Even when using social media or paid ads, User Experience shouldn’t be a secondary thing. Bad written texts and hard to understand descriptions of products and services belong to the most common reasons why users don’t click on a website.
Mobility: Don’t underestimate the impact on User Experience | © Taras Shypka
Relevance of responsive web designs increases especially with the given possibilities in app design in comparison to just a few years ago. But more possibilities in IT and programming also means that products become more complex and that on the other hand requires a better focus on User Experience.
But not only do the possibilities in app design expand because in the area of mobile devices there is also lots of progress. A good example is digital signage software.
Digital-visual screens which display content through software - many know them as information terminals. Possibilities for users have developed in the past years and that offers more opportunities in general. Goal of digital screens is the compact display of easy to understand content and simple usage. But to improve User Experience even more there are smartphone integrations. FRAMR offers an uncomplicated as well as a very fast connection with the smartphone through QR code and a great User Experience thanks to cross platform design. Our team sets a good example for User Experience and makes an important move to use digital signage software independently.
Measurement of results provides important information on how successful the chosen (marketing) methods are and that creates new possibilities to save more money. To measure User Experience, the bounce rate of websites is a factor to take a closer look at. In case users find your website, you can be sure your marketing does well. However, if the interaction rate is low / or the Google Analytics bounce rate is more than 60 per cent in comparison then you should improve the User Experience.
But don’t only take a look at User Experience when you analyze the results because other factors have an impact as well. It’s possible that someone finds your website through keywords that don’t really represent your offer. Here it gets clear to figure out which causes lead to the given numbers or which reasons speak for an either good or bad execution of User Experience.
User Experience: More than just a word in 2022. It dominates the competition between companies. Thanks to digitalization we are given the possibility to create more complex products and market them in many different ways which requires further explanation of their usage. Most businesses are aware of that and use qualified UX designers who build up your marketing step by step.
Still some things unclear about User Experience? Following we will answer the most frequently asked questions regarding the topic of this article.
UX stands for User Experience. The term describes all aspects regarding what users experience while interacting with a product or service.
The goal of User Experience is to provide an uncomplicated and user friendly interaction with products and services. This also includes aspects such as barrier free usage.
Usability only describes the process during the interaction with a product or service. User Experience on the other hand goes beyond that and targets the subjective experience during the complete interaction process with a product or service.
The Google Analytics bounce rate is a good indicator to measure User Experience. A bounce rate up to 60 per cent is normal although the focus should be on the procentual improvement after executing UX methods.
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