The importance of user experience

The experience a user has with your website greatly influences their chances of becoming a repeat customer and recommending your business to those around them. Intuitive and enjoyable navigation can make all the difference, for your visitors and your results. Find out in this article why user experience is essential and how it can help you achieve your goals.

WHAT IS USER EXPERIENCE?

User experience (UX) refers to a person's overall experience with your product, service, or website. UX is as much about your digital platforms as it is about your physical products. On the web, it encompasses all the interactions that a person has with your company: browsing your site, using its features or the flow of your processes, such as filling out a form or buying a product. Every detail is important.

A successful UX results in an intuitive, smooth, and frustration-free experience. For example, a user who quickly finds the information they are looking for or navigates easily between pages will have a positive impression on your brand.

We can't talk about user experience without talking about UX design. This process, used by UX designers, aims to design products or platforms that meet the real needs of users. What is the goal of designers when working on a website? It’s to make navigation as simple and intuitive as possible for the user. To achieve this, they put themselves in the shoes of consumers, anticipate their needs and see the experience from a fresh perspective, as if they were discovering the product or the website for the first time. The UX designer's job includes in-depth research, creating suitable mock-ups, writing clear content, and conducting tests with the target audience.

WHY IS A GOOD USER EXPERIENCE CRUCIAL FOR YOUR WEBSITE?

It provides a better experience for your visitors

When the user doesn't have to rack their brain to achieve what they want and their navigation is smooth, we can say that the UX is successful! This natural and frustration-free experience gives the user a good impression of your brand. As a result, it's much more likely that they'll interact with you again or become a loyal customer. Conversely, a complicated or frustrating navigation can quickly make the customer give up.

If soon you're going to work on the UX design of your website, don't forget to consider its mobile version! In fact, customers do not browse in the same way on this small screen as they do on their computer. On a mobile, buttons that are too small, invasive pop-ups, or an ill-adapted navigation menu can ruin the experience. To avoid this, make sure that each component is perfectly readable, accessible, and designed for the comfort of visitors using a small interface.

It brings tangible benefits to your company

Did you know that 66% of people (source) are willing to pay more to get a more enjoyable experience with a company? Investing in UX therefore gives you a considerable advantage over your competitors.

In addition, when the navigation on a website is intuitive, the user quickly finds what they are looking for and, since they do not encounter any obstacles, they will feel assured to complete the transaction. The result: you increase your conversion rate while strengthening the loyalty of your customers, who will not hesitate to tell their friends and family about your brand.

A good UX also improves your reputation. Why? Because it shows that you attach great importance to the satisfaction of your customers and that you listen to them. This attention to detail presents your business as reliable and professional, qualities that are essential for facilitating trust and attracting new customers.

It reduces costs

Taking the time to think about your website's UX design even before it's designed is a strategy that pays off in the long run. By anticipating user needs from the start, you avoid the high costs associated with changes after your platform launches. Modifying an existing site to correct UX problems can be complex and costly, whereas a good initial design saves you time and resources.

Another point to consider is the time savings that can be generated by a website that has a great user experience. When internet users navigate easily and quickly to find the information they're looking for, they don't need to contact you for help. Your customer service team will thank you for it!

It increases accessibility and inclusivity

Good UX design doesn't just simplify interaction: it makes your site accessible to everyone, whatever their abilities. This means including features adapted to people with disabilities, this includes sufficient visual contrast, audio descriptions, voice navigation and much more. This kind of adaptation doesn't just make your site more functional, it shows that your company is committed to inclusivity and respect for all visitors.

THE CONSEQUENCES OF A POOR USER EXPERIENCE

When a website is not developed with the visitor in mind, they may have a bad experience. The user will likely encounter several frustrations, which will negatively affect their experience. Slow loading times, complex navigation, or a fuzzy purchase process are all aspects that can negatively affect the public's perception of your brand. As a result, the visitor leaves your platform and never returns, and your company loses a potential customer.

Negative experiences are often shared more quickly than positive ones, which can damage your reputation. So, a bad UX doesn't just affect your immediate sales, but also the overall public opinion of your brand.

Investing in user experience is investing in the satisfaction of your visitors and the growth of your business. By making your site accessible, intuitive and enjoyable, you build customer loyalty, reduce costs and strengthen your reputation. Don't overlook the impact of a good UX: it can turn your site into a real conversion tool.

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