The Hidden ROI of Investing in Your Website’s UX

Why Investing in Website UX Delivers Higher Returns

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We exist in a hyper-digital marketplace, which means it’s more important than ever to invest in your brand’s online presence. It may be tempting to do this by focusing primarily on the aesthetics of your website, but it’s also equally important to put time, thought, and energy into the user experience (UX). 

User experience is about the big picture. It means offering a pleasing design to your website, but also pairing that with quality information, intuitive navigation, and elements that are proven to be successful with your demographic. 

A well-done UX can streamline the customer journey, boost conversions, reduce your operational costs, and help solidify brand loyalty. Keep reading to understand the hidden return on investment of the user experience. 

1. Better UX Equals Higher Conversion Rates

Improved conversion rate is the clearest and most immediate benefit of a better user experience. This includes generating more leads, driving more online purchases, or getting more users to sign up for a service. The UX directly impacts all of those factors. 

All across corporate America, companies have seen a boost in online revenue when they put money and time into upgrading the UX. A study done by Forrester Research found that for every dollar invested in UX, you can see a return of up to $100. This proves a direct connection between user experience and willingness to spend. 

Users want a streamlined experience. Consider factors like: 

• Logical site structure
• Fast-loading pages
• Intuitive navigation (button placement, page layout)
• Visualization tools
• Ease of support access

Users who don’t have to fight against obstacles are more likely to follow through on a call-to-action. People universally crave a frictionless path - so give them one.

Long-Term Cost Savings Through Proactive Design

Don’t fall into the trap of thinking user testing, wireframing, and behavioral analytics are just added expenses that you don’t need to worry about. While it’s certainly possible to fix a design flaw after a website has gone live through redevelopment and debugging, there’s a hidden price tag attached to it. 

Once a website is live, design flaws become active roadblocks to users signing up for more information about your product or service, or even completing a purchase order. It’s much more preferable to invest in the type of UX research and prototyping up front that will avoid this ever happening. 

Websites that have had stringent user testing beforehand end up being easier to use, and visitors respond well to websites that are easy to use. This has a positive impact on the ROI, because a happy customer is more likely to spend money. 

SEO and Mobile Optimization Start with UX

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A good UX can help your search engine optimization. Google chooses SEO rankings based on algorithms that factor in engagement signals. When accounting for bounce rate, dwell time, and mobile usability, a website with a poor UX can be jam-packed with keywords and backlinks, but still end up lower down in the SEO results. 

Responsive design can solve a plethora of these problems. Considering more than half of global web traffic comes from users on mobile devices, your website absolutely must deliver a seamless UX no matter the screen size. By working with professionals at responsive web design services, your website will not only be visually appealing but also be more flexible, perform better, and be more accessible. 

Strengthened Brand Loyalty and Customer Retention

UX isn’t just a tool to get users in the door. It actually plays a vital role in keeping users around, too, by giving them a positive experience that makes them likelier to return. 

A website that loads quickly, is easy to navigate, and provides the user with value (without frustration) inspires trust in users. It gives the impression that your brand is professional and reliable. After all, if you can’t master a website, why should they trust your product or service? People place a lot of judgment on the first impression, and for many people, your website is that first impression. 

If you wouldn’t make someone wait in your lobby, keep that space cluttered with useless items, or require them to jump through pointless hoops before they can speak to someone in person, then why would you do it online? 

Aim for a frictionless checkout process, an intuitive dashboard, and user flows that exemplify thoughtfulness toward the customer. Doing so can help your retention numbers and lead to overall lower customer acquisition costs in the long run. 

Final Thoughts

We live in a world of short attention spans and ample competition. If you want to stand out amongst the crowd, you need a user experience that starts you on a path of customer acquisition from the very first second they click in.  

Plan your UX to focus on conversion rates, cost efficiency, SEO ranking, and customer loyalty. Once you meet that middle ground of business needs and user needs, you’ll find digital first interaction a tool you can wield for your benefit instead of a problem you have to constantly keep addressing.