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January 11, 2019

Why Does User Experience Matter?

Running a business can be a challenging feat and with an online presence for your business becoming more of a necessity, it can be difficult to get the balance right. However, with user experience at the forefront of the design process, you can boost this presence. Here, we are going to take a closer look into why user experience matters and how you can make it work for you!


User experience matters for a number of reasons one of which is the way that customers interact with your site. Although user experience and usability are not the same, they do go hand in hand. When the usability of the site is improved through web development, the overall user experience improves as well. An example of this is reducing the number of pop-ups on your site, as this will help to streamline your site. When the basics of the site are running smoothly, your customers are able to use the site as intended, without having to compromise on site speed.


The performance of the site is also something that comes along with usability. By keeping the site simple with a limited number of pop-ups and simple overall structure this will allow it to perform much more efficiently. This is key to overall user experience as this will allow the information to be found on the site without the need to navigate through a large number of pages.

In addition to this, user experience is also improved due to the site loading speed being decreased. It is said that up to 40% of people will click off of a webpage if it takes more than 3 seconds to load the content that is required. It is important to adapt this as this will boost overall user experience and ensure that you have the competitive edge. With 77% of sites taking more than 10 seconds to load, this is a potential downfall to the overall user experience of some sites and could be losing you money in the long term.

Identity Of The Brand

User experience is also key to the identity of your brand and reputation that it has.  If your user experience on your site is poor with terrible loading time, this could lead to customers seeing your brand as poor and thus your reputation decreases. In order to boost this experience as well as the identity of your brand, it is important to ensure that you have the information that the audience requires as well as the branding clearly displayed on the landing page of the site. This will help to boost the branding as it shows that you are proud of your logo and telling the client who you are and what you are offering from the offset.

Additionally, elements such as online tools or a store locator can also help to build the identity of a brand and help to boost customer experience. This is in part down to the number of people visiting the site for your product or service as well as visiting in store. If a customer has been to visit a store of yours but was unable to find a product, this could equate to negative user experience and the same is to be said for your online presence.

Mobile Optimisation

User experience has also gained importance in recent years due to the introduction of Mobile First indexing. This is an algorithm change that has been implemented in recent months which lists websites with mobile optimised content as a priority within Google SERP’s. This change was implemented after mobile searches overtook desktop search for the first time. Although this may not seem like much of a change in the modern age, this has meant that certain websites were not ranking as well as in years previous.

But how does user experience come into this? Well, if you have had an extremely successful site on desktop in terms of the user experience, it is crucial that this is adapted and enhanced for mobile optimised content. When optimising this site layout for mobile, it is important to remember that those that are searching on mobile want smaller snippets of information when compared to desktop. This can also come as a benefit in terms of user experience as there will be faster loading speeds as a consequence of less content to load. However, it is important to remember that the content that is placed onto the site needs to be as relevant as possible. If the information is relevant, clear and concise across multiple channels you are likely to have a better result and boost the number of people using your product or service.

Increase In Sales

Although this is not guaranteed when improving the user experience of your site, it is possible that an increase in sales will come as a consequence. With some sights seeing a significant increase in the number of sales that have been made by improving the user experience and putting the customer first. If you are an e-commerce site, it is important that crucial elements such as the basket as well as products are easy to navigate as this can be frustrating to the user and lead them to purchase elsewhere. With a nice design as well as seamless navigation you are more than likely to see an increase in sales.

User experience is also paramount for those selling a service. It is important that the information regarding who you are and what you do are clear as this will allow your customer to trust you and read into more about your business with ease. In addition, a quotes calculator or a clear call to action on the home page are vital to include as part of user experience as this allows your leads to become conversions and thus an increase in sales should begin to emerge.

For more information on how you can improve the user experience of your site to really make an impact in 2019 get in touch with a member of our expert team at Absolute Digital Media, today.



Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.

Email b.austin@absolute.digital

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