Let’s say that you’ve decided to create or revamp your company’s website. Once you’re past the first step of committing to the process, it’s important to start considering user experience; both the way it is on your current site, and also how you’d like it to be on your new site.
It’s easy to accidentally fall into a mindset of focusing on every little thing that bothers you about your own website and thinking about how a new site will be beneficial for you. However, it’s very important to keep in mind what your customers expect to find and achieve. How can you successfully create a website that fits the needs of your business and is also tailored to your target audience? The answer can be found by gaining an understanding of user experience.
What is User Experience?
At its essence, user experience encompasses the entire visit or interaction a customer has with a business’s website from start to finish. It is mostly focused around the attitudes, feelings, and reactions a potential customer might have when using the website.
A user’s experience with your platform can make or break the success of your website, and it’s not just about speed of your server or the usage of well-placed graphics, though these items can comprise a good or bad user experience. Think design, layout, and structure. According to Google, if the content on your site is not user-friendly, 79% of customers will leave.
The best way to think about user experience in this context is as a part of the customer service experience, especially as more and more people turn to the Internet to find information for businesses. If your audience is unable to find the information they need, and quickly, they are likely to take their business elsewhere.
Good customer service means breaking down barriers between your customers and the end goal that they have in mind when they come to your location. Online is not different.
User Experience, Content Creation, and Distribution
A change in mindset when working on a new website or a revamp of an existing one from your own perspective to your potential customer’s will lead to changes in your digital strategy. Your digital strategy ultimately impacts content creation, marketing, distribution, business goals, and company direction. One suggestion for improving user experience is to interact with your online audience more by publishing content that they can relate with.
If the content on your site is not user-friendly, 79% of customers will leave.
If your potential customer enjoys learning about the latest trends in your industry, why not set up an email newsletter subscription that’s easy to find and sign up for on your web page? This helps establish your brand as an authority in your space and keeps your name in your customer’s mind as often as you publish. Making the process for signing up for your newsletter easy and keeping the content relevant is a great user experience.
Digital Strategy as the ‘Why’ Behind User Experience
Your digital strategy should focus on your target audience every step of the way. After all, they are the ones you are trying to connect with.
User experience is arguably one of the most important pieces in a well-executed overarching digital strategy. If individuals are not using your site because it is too confusing, broken, or too wordy, then the system as a whole cannot function, and your online presence will become ineffective. By keeping all of the elements of your digital strategy in balance, you ensure that you are meeting your customers where they are, and are making sure your best presentation is presented.
Have questions about your digital strategy? Not sure where to start? Get in touch for a free consultation.