How UX can make or break your business – Digital Chai Pe Charcha
The seventh edition of the Digital Chai Pe Charcha was held in Workafella, one of the best business centres in Chennai on 8th October, 2016. The event saw over 25 participants who were a mix of entrepreneurs, digital marketers, and professionals. User Experience, an important element in any website or app these days, the entire session was insightful, engaging and very informative!
What is UX or User Experience?
UX or User Experience is exactly what the name suggests – the overall experience one has when they land on your website or your app and the interaction with the company, its services, and its products throughout. In short, the way a website or an app works plus the look and feel of it all together making your user want to come back to your site.
Benefits of good UX –
- Good UX can help increase conversion and help in growing the business
- Increases retention
- UX helps in SEO
- Helps in brand building
Research shows that the overall experience of a user right from landing on your site, navigating and scanning through your pages till moving out of your site to another, the emotions that the user feels throughout – satisfied or unhappy – plays a major role on how your brand performs online in comparison to your competitors.
It helps in converting a user into a potential customer and not just that – but converting them at a low cost.
What makes a good UX –
- Security & Privacy of its users handled with attention
- Feedback & reviews from real buyers that connects with new users
- Company is reliable & trustworthy – Transparent information on the roots & founders of the business
Building a new website
- Research and Analyze
Do a quick study on who your competitors are and analyze their digital mediums. Understand what they do to provide their users with a great experience on their site. Work on your content, have collaborative discussions and put down the necessary inputs to go on your site.
Have a good idea on the different elements you would like to add on to your site – be it a revised sitemap or navigation flowcharts by analyzing user personas and scenarios.
- Product Design
Work on your website with a neat and clear wireframe that should include digital touch-points further building the virality loop.
- Test and Iterate
After your new website is ready to launch, have a quick A/B testing and experiment with heat maps on your site. Analyze the results and rework on the design perspective if necessary.
Evaluate the UX of an existing website
- Functionality of your site / app
The speed at which a new user navigates on your site, understands your business and moves through different pages says a lot about the flow of your site.
- Navigation & Information architecture
The user needs to have a smooth experience while navigating through your site, moving from page to page and gathering all the information required.
If your site has a landing page with a form, make sure the form is simple with limited fields keeping in mind to not ask for information that is too personal to the user or fields that will require the user to go back and forth too many times.
- Trust and Credibility
Your user’s information should remain confidential and should not be hampered with.
How good is your site’s layout and balance? Is there a consistency in the font? Are the clickable items clear to the user and is the entire page pleasant and easy to navigate?
UX can be improvised with the help of some efficient tools. To improve the overall look and feel of your site, make use of customer surveys, user interviews and case studies. To track your customers’ behavior on your site, experiment with Zarget, Inspectlet, CrazyEgg, Optimizely, Google Analytics and MouseFlow. To understand prototyping, try Balsamiq, Axure, Invision and Pen & Paper.
When the site’s design and flow is focused on establishing a good user experience, the bond between the company and your customer grows building the brand as well as the overall experience of the user with the company.
Those of you who missed the first six editions of the Digital Chai Pe Charcha can check them out below:
- Edition 1 –Challenges Faced In Marketing A Startup
- Edition 2 –Content Marketing Success In 2016
- Edition 3 –101 On Digital Advertising For Startups
- Edition 4 –How To Use Instagram For Business
- Edition 5 – Measuring ROI From Digital Marketing
- Edition 6 – Secret To A Successful Influencer Campaign