{"id":20345,"date":"2020-09-29T09:22:41","date_gmt":"2020-09-29T07:22:41","guid":{"rendered":"https:\/\/www.testingtime.com\/?p=20345"},"modified":"2021-12-21T11:45:58","modified_gmt":"2021-12-21T09:45:58","slug":"why-ux-is-crucial-for-excellent-customer-relations","status":"publish","type":"post","link":"https:\/\/www.testingtime.com\/en\/blog\/why-ux-is-crucial-for-excellent-customer-relations\/","title":{"rendered":"Why UX is crucial for excellent customer relations"},"content":{"rendered":"

Table of contents<\/h3>\n

1. What is user experience?<\/a>
\n1.1 How UX affects the users?<\/a>
\n1.2 Why is UX important?<\/a>
\n1.3 UX vs. CX<\/a><\/p>\n

2. The importance of UX for e-commerce<\/a>
\n2.1 UX and shopping cart abandonment<\/a>
\n2.2 What are good UX elements for e-commerce?<\/a><\/p>\n

3. Ways to measure a website\u2019s UX<\/a><\/p>\n

4. UX optimisation and testing<\/a><\/p>\n

5. UX best practices<\/a>
\n5.1 The best practices to follow<\/a>
\n5.2 Decluttering is the new normal<\/a>
\n5.3 The less pop-ups, the better<\/a><\/p>\n

6. Mobile vs. desktop<\/a>
\n6.1 UX and responsive design<\/a>
\n6.2 What about small screens and ads?<\/a><\/p>\n

7. Final thoughts<\/a><\/p>\n

<\/a>1. What is user experience?<\/h2>\n

Statistics<\/span><\/a> say that there are about 1.7 billion websites online as of January 2020. While some are inactive, many are competing to rank high on Google, attract more visitors, and increase revenue. Unfortunately, due to a large number of websites available, visitors are quick to judge their usability.\u00a0<\/span><\/p>\n

They are mostly concerned with the design, accessibility, system performance, and ergonomics. Internet users may not know all the terms, but this is what comes to their minds when browsing the internet and looking at different websites. They do know it\u2019s affecting their purchase intent, through. There might be a perfect product they\u2019re looking for, but if the UX is terrible, they\u2019ll be fast to leave and look for what they need on another website.\u00a0<\/span><\/p>\n

<\/a>1.1 How UX affects the users?<\/h3>\n

We\u2019ve already mentioned that UX helps a website stand out. But the question remains what the main constituent of an excellent UX is. It\u2019s all about <\/span>how the user feels<\/span><\/a> when browsing the website. It doesn\u2019t have to be a website only; it can be a mobile app, e-commerce platform, or anything else that aims to attract users and sell a product or a service. The way people feel while using any of these is what can make or break a business. We know that emotion is crucial when building a brand, and it affects loyalty toward that brand. When UX is satisfactory, customers tend to come back for more products. Having returning customers is a dream come true for all business owners. <\/span>UX is so important that <\/span>UX optimisation increases revenue by 37%<\/a>.<\/span><\/p>\n

<\/a>1.2 Why is UX important?<\/h3>\n

Without a good user experience, customers will leave the website, and the trust in the brand and its products will decline. Customers are becoming aware that the product, platforms, and companies serve them, not the other way around. This prompts them to judge a book by its cover quickly, and if they don\u2019t like what they see, they\u2019ll move on to the next website. That way, the relationship between a customer and a brand is broken, and the possibility of bad word-of-mouth marketing becomes a scary reality.<\/span><\/p>\n

<\/a>1.3 UX vs. CX<\/h3>\n

The term <\/span>customer experience (CX) has come to life<\/span><\/a> in recent years. We want to mention that UX and CX basically mean the same thing, but in the latter case, the emphasis is placed on the result of every interaction with a brand. What matters more is that businesses understand different levels of experiences a customer has and use a more specific term to avoid confusion.\u00a0<\/span><\/p>\n

<\/a>2. The importance of UX for e-commerce<\/h2>\n

With improved UX, customers want to continue interacting with the e-commerce platform, which eventually motivates them to buy a product. But that\u2019s not the only benefit for e-commerce, even though it\u2019s the biggest one. Since the relationship between brands and customers evolved and expanded to social media, businesses must think about the user experience on social media, too.\u00a0<\/span><\/p>\n

Social media posts related to the e-commerce store must also meet expectations and induce the same emotion. When UX provides a consistent feel across multiple platforms, it helps boost conversion rates, maximise ROI, increase customer loyalty, and <\/span>improve word-of-mouth marketing<\/span><\/a>. Another great thing that comes with proper UX optimisation of the platform is improved SEO and higher rankings on Google, which every website needs.\u00a0<\/span><\/p>\n

<\/a>2.1 UX and shopping cart abandonment<\/h3>\n

Great social media presence of a brand combined with improved UX on an e-commerce platform helps customers make a purchase decision. They will head over to the website and they\u2019ll see an easy-to-navigate website where they can complete the purchase quickly. This encourages them to come back to the platform and buy more often, eventually making them a loyal customer.\u00a0<\/span><\/p>\n

Global online shopping cart abandonment rate was <\/span>69.57% in 2019<\/span><\/a>. Reasons for shopping cart abandonment vary; some change their mind about the product, some see additional costs, but mostly it\u2019s all about bad UX. There might be a lack of product description, the registration process might be too complicated, or the website isn\u2019t mobile-friendly. With improved UX, this changes and shopping cart abandonment rates go down, while customer retention improves.<\/span><\/p>\n

<\/a>2.2 What are good UX elements for e-commerce?<\/h3>\n

Useful UX elements lead to good customer relations<\/span><\/a>, higher ROI, and brand recognition. These are the UX elements that mustn\u2019t be ignored when it comes to e-commerce:\u00a0<\/span><\/p>\n