Holistic website design explained by a Brisbane creative design agency

How a smooth and enjoyable user experience can increase conversion, check-out value and ROI.

We dare you to find a successful business or company that doesn’t have a website.

It’s okay, we’ll wait.

We wouldn’t have got far as a creative design agency in Brisbane without one! The thing is, it’s all very well and good to have a website. But is it actually working for you? In today’s climate, your website has huge potential to be your most powerful asset and the hero of your marketing strategy (woohoo!).

But without a smooth and enjoyable user experience, it won’t live up to its potential and grow and blossom into the website that it was always meant to be *nawww*.

So before you hurl your computer at the wall (trust us, we’ve seen it happen) wondering how in the blazes you create a smooth user experience (which we can totally help with, in a creative design kind of way), let’s talk about why you gotta care (a lot) about things like UX, CX, conversion rates, check-out value and ROI.

Don’t worry, we’ll break it down for you B-boy style.

What is UX and how’s it connected to website design?

User experience (UX for all you cool cats and kittens out there) can mean a lot of different things in a lot of different scenarios. But we’ll keep it simple. Essentially, it includes all the experiences of your customer’s interaction with your business, services and/or products.

So, if you’ve got a website that is ugly, clunky to use, wordy or confusing, they’ll probably leave (faster than Kanye cutting Tay Tay short at the VMAs) feeling pretty frustrated and not come back. Because let’s face it, you’re wasting their time if your website is poorly designed.

On the other hand, a website with good UX creates something that gives your visitors exactly what they want or need, and quickly. They’ll simply tap, read, scroll and then potter about until they make a purchase—that’s a ‘conversion’ in analytics and a high five to your creative design agency.

Websites with great UX are:

  • Relevant – the information is exactly what the user is looking for, easy to understand
  • Functional – the website is easy to use, not requiring the user to ‘dig around’ for information
  • Accessible – the platform’s interface is accessible on all their devices and is aesthetically pleasing
  • Thoughtful – it incorporates touchpoints that add value to their experience

When it comes to the design, you need to capture their attention, and offer a level of interaction that keeps them coming back like a moth to a flame (or our Creative Overlord to coffee).

This doesn’t mean dropping a bucket of cash on your website and jazzing it up with every bell and whistle. It might make it look fancy, but it doesn’t necessarily mean good UX. You have to understand your customers’ needs (which we are also good at doing, just sayin’) and then tailor your UX to meet them.

You can’t just throw a bunch of glitter at it hoping it will stick.

So what does UX have to do with conversion rates, check out value and ROI?

If your website has nailed the UX, then your conversion rates and check-out value will increase, offering you a better ROI.

Whaaa?

So, when your UX is the best it can be, with your users having a smooth, enjoyable and useful (to them) experience on your website, they are more likely to dig your product or service, and purchase it. This is a conversion. A conversion rate is simply the percentage of users who take a desired action on your website.

Check out rates are the number of customers who add an item to their cart, and then purchase that item. Roughly 7 out of 10 people leave your site before completing the purchase process, making your check-out process is smooth will help ensure those check-out rates don’t drop it like it’s hot.

All of this links back to your ROI, the amount of money and time you invest and what you see in return. You want to be sure that you see an increase in your ROI (a healthy marketing ROI sits around 5:1 of revenue to cost - so every dollar you spend, you should be making five in revenue).

An article by Forbes highlights that investments in UX have delivered ROIs of 100:1 - that is a whopping 9,900%! Companies at the forefront of digital experience are seeing close to triple the returns on investment.

Now we know that not everyone is a leader of digital experience, however there is a lot to take away from this. Sure, it may take a little bit of elbow grease to ensure your UX is up-to-scratch but in the long run, if you tick the boxes of smooth UX, you’re in a good place to see higher conversion and check out rates, thus better ROI.

Boom. Mic drop.

How UX connects to the great circle of life AKA end-to-end CX

Remember in the Lion King where Mufasa kept going on about the great circle of life? It’s pretty much the same with your UX on your website, and its connection to end-to-end customer experience (CX). Check out the blog we wrote about that here).

The UX on your website forms just one part of the important aspects which allow for an outstanding end-to-end customer experience. And more often than not, your website is going to be one of the first touchpoints your customer will come across before deciding to make a purchase, so you want to be dang sure your UX is on point.

UX is all about behavioural outcomes. It optimises how easy a “thing” is to use. Whereas, CX optimises how valuable a “thing” is perceived to be by your customer. The goal of CX is to increase the customer’s perceived value of your product or service.

The link is this…if your website is easy to use, and is supported by other elements of your marketing mix which add perceived value to your CX at every single point of their interaction with you, they are more likely to become loyal customers and want to be your hype guy to all their friends and family throughout Brisbane, and the world.

And who doesn’t want a hype guy?

 

 

Get the experts in. We’re your local Brisbane Creative Design Agency!

Give your website a By Ninja makeover to really get your UX and CX working together (like a refined clan) and producing kick-butt results. Call +61 403 827 142 or contact us for a chat.