Creating efficient customer experiences through exceptional UX design

As the old saying goes, you never get a second chance to make a first impression, and when it comes to e-commerce, that equates to little more than 50 milliseconds. Alarmingly, a potential customer can be drawn to or turned off by your website or online service at the hint of a glance.

Increasingly, it’s becoming ever more difficult to stand out in the intensely populated digital world. To stay ahead of the competition, a webstore doesn't necessarily need to offer the most merchandise or even the lowest pricing, but it does need to strike a balance between simplicity and aesthetic.

For many businesses today, a crucial area of focus has been on both design and user experience. Considering that on average every $1 invested into UX results in a return of $100, or a RoI rate of 10,000%, it simply can’t be ignored and should in fact be a strategic priority. At FYST, it’s no different. Many of our clients invest much time and effort into creating solutions that excel in both looks and functionality.

So, to help you provide your customers with the exceptional online experiences they have come to expect, and increase your chances of converting those all-important interactions into sales, below are some of our top UX design tips.

UX design should be visually compelling but not overwhelming

All too frequently, website designers put design before the user, striving to jam as many flashing images, digital banners, and icons into a page as possible. Go overboard, however, and all your site visitors will receive from you is a headache.

You don't need an all-singing, all-dancing website to draw people in; less is more. Your website should be user-friendly, with clearly marked steps that lead visitors in the direction you want them to go (ideally the pay button).

Ensure your website is simple to use before focusing on appearance. Making the connection between content and functionality obvious and simple makes it easy to navigate and encourages users to explore and engage with your brand.

Once your navigation structure is in place, you can go on to the exciting task of making your website look razor-sharp so that visitors won't be able to resist returning. Put yourself in your customer's shoes by experimenting with interactive features such as photos, video, icons, and buttons. Recognise the feelings those contacts elicit and make use of them to entice your consumers.

The essential components of UX design are founded on customer behaviour. Minimalism, gradients, larger, bolder typefaces and your call-to-action buttons, text, graphics, and logos should be uncomplicated and easy to find. If they don't prompt the user to click, then they are surplus to requirements.

It goes without saying that you must consider different display touchpoints, such as an app, desktop website, or tablet, during the design phase. Great UX design should adapt to every channel and device.

Make metrics meaningful

You'll know which pages are attracting visitors, which page elements they are clicking on, and how long they remain there if you track your website visitor views.

You won't be able to foresee what your clients need if you can't precisely measure site activity. 

Click-through rates and conversion tracking should be your cornerstone KPIs to watch. Once you're monitoring a variety of data, you'll be able to assess how visitors are interacting with your website and adjust your UX design accordingly to provide a more engaging user experience.

Today, all online businesses should be tracking conversion rates, page view duration, user retention, and button clicks. 

Every part of an organisation, including its company website, should reflect a desire to be as user-focused as possible. Create a solution that better fits your potential customers and enhances the way you showcase your products. Small tweaks and amendments to page layouts can significantly increase page views and, in turn, help conversions skyrocket.  

An unforgettable user experience is one that sticks

Ultimately, UX design needs to be as intuitive and people-focused as possible. Creating an unforgettable experience is key to client acquisition and income generation. Customers who have a positive user experience with your website will remember you long after they leave.