What do your local small coffee shop, a tech startup, and a well-known company like Apple have in common? This question is not tricky at all because the answer is fairly intuitive. All three businesses depend on people enjoying their products to continue to operate.
Be it digital or physical, a product or a service aims to generate a positive emotional response from customers. For example, imagine seeing a shop on the street. The sign on the door is difficult to read, the entry is nowhere to be found, the paint is old, and the products are stuffed in the display window. Would you want to visit that shop? Of course, no.
The situation is exactly the same online, so let’s talk about how important is your website’s UX (or User Experience) for the success of your small business.
Why Does Website UX Matter for Small Businesses?
Simply explained, the term ‘UX design’ refers to methods used to ensure that a website is easy to use and customized for the target audience. For example, if people do not find a website appealing, they will quickly forget about it. Given that customer satisfaction is everything, any business should invest in the success of their website.
However, UX is not limited to the appearance. Another major focus is the overall experience using the website, so it often involves planning a workflow for the visitors. Because of the focus on the experience, UX is also called “user-centered design.”
Let’s review the major reasons for the importance of UX for small businesses.
UX allows to create a good first impression
A great UX is key for small businesses because their website is often the first thing potential customers see. This first impression matters because it can increase traffic in the future as well as the interest to the company.
The recipe for success here is rather simple: give the visitors a positive experience and they will reward you with their trust. For example, a loading speed of a website is one of the factors that contribute to the experience of the visitors.
A survey by Gomez across 150 websites found that an increase in page response up to ten seconds increased page abandonment by 38 percent. On the other hand, if the loading time does not exceed 4 seconds, only 8 percent of visitors leave.
Image Credit: mcrinc
Other website performance indicators also have a similar impact on the visitors.
UX helps to define your target audience
If you don’t know who your potential customers are, there is no way you can create a good user experience. A good UX design makes the visitors think the site was created exclusively for them. Consider the following questions when defining your target audience:
- What is the purpose of the website?
- What type of audience values my website?
- How effectively am I communicating with the target audience through the website?
- Who is the ideal customer?
- What are motivations, dreams, and goals of the ideal customer?
As the result, you’ll have a user profile, or a customer persona, ready for you to use. Here’s an example:
Mike is a young entrepreneur, aged 28, living in Los Angeles. He has a blog about healthy lifestyle and considers himself a social media influencer. He follows authoritative blogs in this industry and regularly share content on Facebook. His main goal at the moment is to expand the reach of his blog.
UX helps to create content
The task of content creation becomes easier when you know your target audience as well as how to create a good first impression. Why? Because you know what the visitors on your website are looking for. This knowledge is critical for designing an effective site map and page structure.
If you have created a user profile like the one used above, you know what kind of information people are looking for on your website. For example, if you are running an essay writing service, you should create content related to essay and research paper writing. If they don’t find it there, they will eventually leave, so your content should be engaging and specific.
Considering the user profile mentioned above, this person will be looking for helpful information related to increasing the audience of blogs and sharing the information on social media.
UX helps to increase ROI
As it was described above, customers are more likely to interact with a business if their first impression of it is positive. In turn, this means that conversion rates can go up when you have a website with a great UX design.
In other words, UX helps you make money. By creating user profiles like the one described above, you can segment your target audience and figure out how to provide them with the best possible experience. The ideal user experience should allow them to meet their goals and eventually convert.
The Bottom Line
UX is an art. Although you can never predict how your site will be perceived by the visitors, you can certainly increase the chances for a positive impression. Help people enjoy your product and your site and develop your small business using the tips from this article!