If people can’t properly navigate or find the information they need on your website, you’re unlikely to convert their visit into a sale. Gina Jones explains how to use website design and user experience to influence customers and drive sales.
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As acquiring traffic becomes more expensive, ensuring your website offers an outstanding user experience is essential. Web behemoths like Amazon and Google spend millions each year on user experience testing because they know that it can directly affect their bottom line.
Studies have shown that even just a one second delay in page response can result in a 7% reduction in conversions; if an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost that company $2.5 million in lost sales every year.
What is user experience?
Quite simply, user experience is what happens to your users when they interact with your business online. It includes everything they see, hear and do, as well as their emotional reactions.
If your website doesn’t offer what they are looking for, customers will simply click elsewhere, usually to a competitor’s site.
“It’s essential that the user journey is as simple as possible. Your website is often the first touchpoint, so it must be appealing in both looks and content,” says Tamara Heber-Percey, co-founder of online hotel experts Mr & Mrs Smith and Winning On The Web Champion.
“Testing your own website is crucial. Every time you make an upgrade, ensure the user journey still works and be honest if something is […]