How your Website's UX can Strengthen Your Small Business Brand

The relationship between your brand and the user experience (UX) you provide should be top of mind when you think about your web presence as a small business.

Statistics show that UX has overwhelming importance to customers. A recent study found that excellent UX design could increase customer conversion rates up to 400%. Another study reported that 79% of consumers switch to a competitor's business after having a bad experience with a company website's UX. And some predict that UX will soon surpass price and quality of product in distinguishing a brand from its competition.

 

Here are four UX principles to implement to boost your small business brand:

 

1. Take first impressions seriously

Potential consumers will judge the trustworthiness of your brand within seconds of landing on your site — and 94% of their assessment will be informed by visual design.

Good UX design is coherent and intuitive.

  • Create a uniform and well-designed interface that employs consistent color, font, and textual tone.
  • Make it intuitive to navigate your pages: Do you have a menu that makes it simple for users to navigate between pages? What about a logo in the top left corner that consumers can click on to return to your home page?

You'll also have to think about who your target audience is and what specific needs or interests they have. They'll want to know you're providing relevant products or services the moment they come to your site.

 

 

2. Prioritize UX decisions based on what your users prioritize

Implementing good UX design that centers the user's concerns will inspire trust in you and increase the likelihood of their becoming loyal customers. One of their top asks: sites optimized for mobile that load quickly. Mobile users are five times more likely to give up on navigating your site or making a purchase if your website isn't optimized for mobile. More than half of mobile users will abandon their searches if pages don't load within three seconds.

  • Make sure your site is mobile friendly.
  • Prioritize short load times over whistles and bells like animation or auto-play video that might slow down the user experience.

3. Be transparent about privacy and security

Do you use cookies to track the behavior of visitors to your website? (It's likely you do — Google Analytics and AdSense both use cookies.) Do you share users' personal information — such as email addresses — with third-party websites? If either case applies to you, inform users of your policies. In addition, make sure visitors feel safe when using your site.

  • Put a notification on your home page or as a pop-up that lets users know that you use cookies. Include a link they can follow to learn more.
  • For businesses that share users' data, make it clear what information gets collected and shared, and mention which third-party sites will get access to the data.
  • If visitors can make purchases on your website, make them feel secure in doing so. Symantec and McAfee are two popular providers that will scan your website for malware. Having their website seal provides a simple visual indication to potential consumers that they can trust your brand.

4. Find out what's not working and go from there

Good UX isn't just a once-and-done kind of effort but an ongoing process.

  • Conduct A/B testing and do user testing to determine what works and what must be changed.
  • Make sure there are no broken links on your site.
  • Look at your website as ordinary visitors would. How can you improve their experience?

Take these steps toward improving UX and you'll help visitors see your brand as you envision it yourself.

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Monday, June 24, 2019