Blog 18 November 2021
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Offering a quality user experience to visitors to your website can have a positive impact on your digital strategy. Good ergonomics, a well-organised interface, fast navigation… All these elements help to build loyalty and convert visitors into potential customers. Discover the different reasons why user experience is an essential element in your marketing strategy.
Customer experience is a key element in differentiating yourself from the competition. It has even become one of the main differentiating factors between brands. Consider that 88% of users do not return to a website where they have had a bad experience (source: SWEOR). So, by providing a pleasant user experience, visitors will be more likely to return to your website more often. It helps to attract users so that they do not rush to your main competitors.
Indeed, competition is tough in any field. The aim is to convince consumers that your products are more interesting. In order to do this, you need to provide an experience that meets the needs of the users. This will keep them on the pages of your website a little longer.
A pleasant user experience has a positive impact on your SEO. Indeed, you will have to set up a digital interface that meets the various rules of ergonomics to please your visitors. By complying with these different guidelines, you gain importance in the eyes of search engines. It becomes easier for robots to index your pages. You can find more tips on how to improve your visibility in this article: Tips for optimising your SEO.
In addition, Google also pays special attention to the quality of user visits. For example, it appreciates mobile-friendly websites and those with excellent page-loading speed. It adapts the positioning of websites by taking into account the behaviour of visitors.
A good user experience helps build a good relationship with your customers. According to Forrester, customer satisfaction increases by a factor of 1.6 when a company puts customer experience at the centre of its concerns. In effect, you are making your users feel important by providing them with the information they are looking for. You show them that you know their needs and that you are able to satisfy them.
Moreover, this satisfaction leads to action. The user is likely to make a purchase, take out a subscription or request a quote. This helps to achieve an excellent return on investment. Indeed, studies have shown that one euro invested in UX design generates between 1 and 2 euros.
By offering visitors a good user experience, you create a relationship of trust. This creates long-term customer loyalty. It is also a great asset for your brand. A satisfied customer becomes an ambassador for your company. They will praise your products or services to the people around them. According to Esteban Kolsky, 72% of customers who have had a positive experience will share it with at least six people. You will benefit from word-of-mouth to promote your brand.
Developers spend a lot of time fixing mistakes in websites to make them fit users’ needs. Others spend considerable time redesigning the website or reworking the details of the project. So by adopting a user-centred approach, you will avoid wasting time on development and error correction. Nor will you have to bear the extra costs that come with it.
You can hire a UX designer to fine-tune your user interface beforehand. Only then, you can pass the task to the developer. In this way, you can significantly reduce the number of problems and bugs that could affect the user experience. This operation also allows you to anticipate various IT problems and reduce the costs associated with website maintenance.
What to remember?
The success of your digital strategy is closely linked to the quality of the user experience on your website. Indeed, a good user experience is beneficial for both visitors and the company. Therefore, it is important to look at the different ways to optimise it.