Websites that don’t work properly are one of the most frustrating things in the world. How many times have you tried to pay for something online only for the process to be absolutely impossible? If you’ve experienced this, then you obviously know the effects UX can have on a website.
The worst thing about a poor UX is that it doesn’t just limit one aspect of your website; it plays havoc in so many areas. This is why it’s vitally important to make sure your site is bug-free before you launch it.
Get your website tested by someone like www.digivante.com and avoid UX ruining these important aspects of your site.
Conversions
Let’s cut to the chase and talk about the aspect the majority of people care the most about – conversions. No matter what type of conversion you’re looking for, poor user experience is going to severely hold you back.
If people are going to give over their email, or their money, or whatever it might be, they need to be able to trust you and trust your website. Why would they trust you if your site is full of bugs? The chances are they won’t, and this will be bad news for your conversions.
Rankings
Not only is poor user experience going to damage your conversion rate, but it’s also going to reduce the amount of traffic you get in the first place. If your site offers a poor user experience, then Google and the other search engines simply aren’t going to send traffic your way.
Poor user experience is one of the most common reasons for people clicking away from your website, increasing bounce rates and decreasing the amount of time spent on-page. It just so happens that these two metrics play a massive part in the search engines’ algorithms.
If people are bouncing from your pages without spending much time on them, then you’re not going to find yourself ranking any time soon.
Advertising
So, most of your traffic comes from paid advertising? Well, you can’t escape the consequences of a poor UX either. You’re already paying more per conversion because your conversion rate has gone down, but you’re also likely to have to pay more per click.
Again, the bounce rate and time spent on a page are strong indicators of the quality of an ad. As Google is less likely to show ads with a low-quality score, you’re likely to end up paying more when someone does click on your ad.
Damages Your Credibility
Your website might not necessarily be a central part of your business, but it can still damage your credibility if it offers a poor user experience. Even if you are a bricks and mortar business that does it’s work face to face with the customer, if people see that your website has a poor UX, they’re much less likely to choose to do business with you.
No matter how big a part of your business your website is, you have to get the user experience right.