Looks Aren't Everything | User Experience Can Set You Apart

Mar 25, 2016
Courtney Lichtenberger, Marketing Communications Specialist


Don't judge a book by its cover

In today’s world, we no longer have the luxury to choose customers; they choose us. The power is now in the customer’s hands. That’s a scary thought right? This means it is more important than ever to not only meet the needs of the customer, but to exceed them, be there for them, and give them exactly what they want, when they want.  

With the vast amount of information on the internet, your typical customer will use a search engine to look up the information that they are seeking and trust that the first few options that appear will provide them with the best result. If your company’s website looks good enough through search engines, a customer will likely choose to visit your website. When they land on your site, the first thing they will do is analyze the look: the homepage, the colors, the design, the words. Is it what they are looking for? Does it look professional? Is it engaging? If not, they will leave immediately and go on to the next of their long list of options.

Ok, now say they have landed on a page that looks nice and seems to be relevant to the topic they are searching for. This website has passed the 3 seconds test. Now its time to click through the website to find what they are looking for. They start clicking through certain tabs and can’t find what they are looking for. They continue to click on various links throughout the website and still can’t figure it out so they quickly get frustrated, and yet again, leave.

No matter how beautiful your website may look, if a visitor cannot easily navigate through your website or find themselves lost, they are out of there! And I mean fast. Appearance is not everything, people.

This is where user experience is vital. User experience is the process of creating and structuring a website in a way that anticipates how the visitor expects it to work. Let’s be honest, in our fast-paced world, it is becoming an expectation to find something within just a few clicks. User experience creates the quickest path to the most important information. Our user experience experts think in the mind of the website visitor themselves: what their interests are, what they are trying to find, what they will click on, how they expect it to work. They design certain paths for users so that the information they are seeking is pleasantly presented to them without having to dig. And trust me, no one wants to dig.

A quality user experience creates happy customers and happy customers create a happy sales team, a happy CEO and happy pockets!

Watch our explanatory User Experience video to understand how we can create an enjoyable UX journey for your website visitors. 

See the video

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