UX – User Experience Statistics 2018

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User experience is a challenging subject. It all starts with understanding the broad impact it has on your web design, conversion and overall business.

Many business owners invest in website design, but not UX. Initially, they might be happy with the result. Further down the track, though, they notice that many visitors don’t end up calling, or contacting them as they expected.

So what is User Experience? The short answer is: there are many definitions. When we talk about UX in relation to websites, specifically, we’re talking about the techniques involved in generating positive emotions through interactions with your site.

If we want to explore it from a technical standpoint, however, UX embraces the theories of a number of disciplines: namely user interface design (UI), usability, accessibility, information architecture, and human-computer interaction.

The following statistics can help us to appreciate the importance of User Experience before we try to make specific changes.

Mobile User Experience

Businesses should be paying close attention to email responsiveness since:

Professional Design & Aesthetics

Speed user experience

Content user experience

You cannot leave out content and ignore what everyone expects to see on your website. Specifically, feedback shows us that:

Other content that visitors want to find on the business website, and feel is missing on most business websites, is:

  • Client list: 37%
  • Research reports: 35%
  • Case studies: 34%
  • Testimonials: 31%
  • White papers: 30%

White papers are a critical piece of content that can’t be ignored.  Throughout the buyer journey, white papers were used in 82% of B2B purchasing decisions.

However, one White paper might not be enough to win over all of your customers. Taking into account the content preferences of your audience is vital to nourishing the buyer journey and energizing user experience on the website. Based on 2016 research, 47% of buyers viewed 3 to 5 pieces of content before engaging with a sales rep.

User experience starts with understanding your customers’:

  • Needs
  • Values
  • Wants
  • Trust factors

Only then is it possible to apply their expectations at every touchpoint in the buyer journey. For best results, we need to apply UX practices from the very beginning. User experience should involve many team members: the website designer, graphic designer, content strategist, marketing manager, and the UX/UI Designer. Every business owner has a commitment to customers, so to keep things fresh and functioning UX should be examined every 6 months. Analyze what works and what doesn’t work over the course of those 6 months. Make changes as needed.

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Your Turn: Have you analyzed UX? What are some of the problems you have been facing? Let us know in the comments below.
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