Let's experiment. Pick an industry or a field of business that you're familiar with; Now, choose one successful company in that domain and pick another not-so prosperous.
If we analyze everything they do, there are going to be several similarities.
But there will always be one difference, the User Experience (UX). The big ones are the smart ones, and UX is always a focus for ongoing design updates.
They make sure that the merchandise they are marketing is delivered. They are constantly making strides and improvements to stay ahead of all the other companies in their domain.
The application of the user experience and its importance does not limit the product or the item itself, but it also includes the entire purchasing experience for the customers.
How they liked the environment, if they were ordering online, the website is of tremendous importance.
The customer experience is why all the giant corporations hire high-level technicians and web designers to make their online websites accessible and easy to use.
Here's an interesting stat, almost ninety per cent of customers never return to a website if they have a terrible experience; that's a lot of pressure, isn't it?
WHY BAD USER EXPERIENCE IS HARMFUL
In the last two years, most businesses had to make considerable efforts in shifting towards the online world and using e-commerce as their primary tool.
Now, the user experience of online websites is so important that it may excessively damage or uplift the entire brand.
It determines the number of regular customers your firm will receive and what the turnover will be.
USERS LEAVING THE WEBSITE
In the process of shopping, if the visitor finds even a trim level of discomfort, they are bound to leave the website.
Why? Because there are hundreds of others out there that won't cause the same issue.
The user experience is essential at every step, from selecting a product to the payment.
If the customer feels discomfort, they will not shop, which ultimately leaves the brand with nothing.
What could be the importance of just one visit with a bad experience? Well, the word spreads fast, especially with all the social media apps.
The users are quick to let everyone know about their experiences. There will be people who won't even visit your page at all just because of all the bad press you have got through the few people that had the bad experience.
This negative perception of your product and your page can cause severe damage.
If there are issues with your website, it is very likely that when a customer searches for a particular product, your website is known to sell, other websites would appear first due to the search mainly because of the user experience.
If that's the case, the new visitors will click the first page that appears, causing a considerable disadvantage to your page.
Having a good ranking in the search engine goes a long way in the sales of your brand.
THE INCOME DECREASES
Let's discuss why all the issues discussed above are harmful to your firm?
It is because each visitor and potential customer represents a sale, which is ultimately your revenue.
Companies can go bankrupt because of a period in which they couldn't perform well.
If you make a website with significant errors or mistakes that you did not think of testing beforehand, you might have to take that down later.
A new program would be required to be developed, translating to higher expenses and more time spent. All of this takes away from your income, your livelihood.
USER EXPERIENCE MISTAKES THAT SHOULDN'T BE MADE
NOT SEEING EVERYTHING FROM A USER'S PERSPECTIVE
Whenever firms develop a user experience, they do so with a typical customer in mind.
On the other hand, Web makers frequently overlook this and create online platforms from the standpoint of a developer or an owner of the company.
This kind of administrator focus tends to result in a poor user experience.
If the UX isn't designed for the desired demographic, it isn't very sensible and will reflect in the analytics.
Next, appearances shouldn't overshadow practicality. It's no good to have a website or app that is visually excellent but offers minimal service to its consumers.
Let's assume that people install an app for purchasing clothes programmed by your firm.
The user places products in his cart and then returns to the menu to add items from the clothing brand he had been shopping with; unfortunately, as soon as he presses the button to go back to that store, the app instead takes him to the home menu.
This is a minor inconvenience, but the users might get frustrated and leave the app to save themselves from the effort again.
When user needs are not considered, it usually results in either the customers not getting what they want or getting something entirely different from what they wanted.
The best way to correct such errors is through feedback.
Customer feedback, especially when broken down into all the components that represent every service you provide, goes a long way in identifying and rectifying these problems.
CREATIVITY OVER CLARITY
Everyone wants their webpage to be attractive and cutting-edge. Sadly, that may not be the case when it comes to translations.
Many developers and optimising compilers choose sophistication over simplicity. It's always OK and great to be creative.
When you're clever, and it's just about being crafty, you risk confounding rather than assisting your users. The difference between perception and experience is considerable.
When your visitors press an icon, they anticipate one thing but get another. They expect your website to function in one manner, but it does not.
Examine your website rationally and determine what is confusing. Encourage visitors to complete the critical activities in your sales pipeline during the testing phase.
Investigate the areas where customers are reluctant. This level of research will decipher that there are some challenges with clarification.
Understanding what might be happening when a particular move is made is reassuring. Visitors will most likely hesitate if they are unsure.
IGNORING THE CROSS-DEVICE TESTING
As time passes, more and more people are shifting towards mobile as their primary device. They use it to perform most of their daily activities and tasks.
Often an app created for desktops and tested from the viewpoint of a desktop user is used by a person holding a phone.
Now more often than not, there are going to be issues with it. Maybe the text would be too large, the buttons would be too confusing, or the links won't work correctly.
The website should be designed for both mobile and desktop uses, and its uninterrupted functioning has to be guaranteed.
Even when it comes to phones only, it must run smoothly on both android and apple products.
PERFORMANCE IS OVERLOOKED
Performance is the most crucial part of a user's experience, but it often goes without praise. Because it is silent functioning, it is regularly overlooked.
Companies spend a lot of time perfecting the artistic expression and having fun with the newly updated software applications, but they often overlook how quickly the interface opens and runs.
To help support the visitors, it is up to the programmers to prioritise efficiency in the programs. The problem may be with speed or something in the program that is not working optimally.
Examine your software tool to see issues affecting your visitors. Begin with the most frequently occurring problems.
These issues are resolved during the testing phase and subjective conversion analysis. Now use your monitoring programme to find sites that are taking too long to run.
Begin with the web pages that are the deepest along the barrel. Examine why they are taking so long to upload, whether the photos or clips are too large, and whether the other apps are causing your website to lag in general.