We can consider that the user experience is the sum of everything that a person experiences and feels when interacting with a brand, which leads them to create a perception – whether positive or not – in this regard.
This concept is also known in the Marketing area by the acronym UX (User Experience), and can be evaluated at all points of contact between the target audience and the brand, such as when using the product, when browsing websites and apps, when using the SAC (Customer Service Center) etc.
From what we could see, the user experience can be responsible for the acceptance of a new product or service in the market.
For all these reasons, when we talk about meeting consumer demand today, and especially that which occurs in the digital environment, for example, through e-commerce platforms, we must understand the profile of consumers very well. Therefore, it is possible to create strategies that can make this person a loyal customer.
What the modern consumer expects
Modern consumers are people with a lot of access to information, great ability to compare products and services, and attention that is increasingly dispersed.
When shopping, they evaluate what they are going to buy but also how practical and pleasant their experience is – even if this evaluation happens unconsciously.
The new Coronavirus pandemic, as well as the resulting social isolation, has further reinforced the importance of e-commerces optimizing their consumers’ experience, giving them the power to buy where, when and how they want.
To achieve this, they need access to platforms in a convenient, enjoyable, non-disruptive and, preferably, customizable way.
Let’s look at the data on online consumer behavior (most of which concern the American consumer):
• Approximately 76% of adults shop online, of which 62% consume digitally in a frequente way – that is, more than once a month (Marist Poll – Digital Economy Poll).
• Smartphones are becoming the preferred tool when shopping online.
• 76% of consumers prefer to recommend brands that offer simple experiences to others (Siegel+Gale).
• Most consumers use social media to compare items before making a purchase.¹
• 57% prefer to complete their purchases on the retailer’s website while 18.7% complete their purchases via a social app checkout. ¹
• During the 2020 holiday season, Americans spent an estimated $201.3 billion online, but 44% of these consumers mentioned experiencing slowness on the websites they visited, and 23% found websites down. ¹
• The average shopping cart abandonment rate is 7 out of 10 purchases. ²
• A page with a load speed between 1 and 3 seconds has a bounce rate of 32%, when this load time increases, the bounce rate can reach 123%.
This data provides us with several paths to find solutions to improve the user experience, and indications of what should be treated well, such as customer service – especially in terms of response time for problem solving and the website experience. This will encompass several factors as we will point out below.
User experience: 3 best practices for websites
It is critically important that site navigation can be uncomplicated and intuitive, otherwise rejection can happen in a blink of an eye – literally. UX works so that users have the best possible navigation through the pages of a website, being able to go where they want to go in a few clicks.
Some good practices that can optimize the user experience on websites are:
1. Excellent loading speed
As we mentioned earlier, page load time is crucial for people to stay on sites. This may be the customers’ first contact with the brand, so it is necessary to make an excellent impression.
2. Intuitive navigation for better user experience
Intuitive navigation starts with building a wireframe that can lead the user to purchase with just a few clicks.
Then, UX design visually guides this trajectory, while UX writing captures the user’s attention and informs him or her in the most appropriate way, leading these people to perform actions much more easily.
3. Responsiveness for mobile devices
Responsive websites are those that adapt to different devices without distortion. They can make it easier for consumers to view and navigate, especially on mobile, and help to position the domain in Google searches.
How Fastdezine helps Marketing Departments and Advertising Agencies improve the user experience
Promoting a positive consumer experience is a challenge that ranges from the creation of strategies to the development of Marketing work.
The latter demands manpower, time and quality in deliveries, which can represent an obstacle for many Marketing Departments and Advertising Agencies.
The reasons for this obstacle are known to recruiters, managers, CMO’s and CEO’s: the shortage of certain qualified professionals in the market, as well as the high cost they represent for companies.
Fastdezine, in turn, offers a solution to this scenario! We act as an extension of these departments and businesses, creating teams on demand.
Our company has a long portfolio of website creation, resulting from our expertise in managing external partners that we select for each project.
We work with web designers, developers and copywriters of all profiles and development levels. Therefore, we can offer our customers the best solution according to their urgency, available budget and quality requirement.
Contact Fastdezine to optimize the work of your department or agency!