After your homepage greeting (hopefully video, not text), your user experience (UX) is the first impression that your potential customers get about your business. If you have ever heard the expression, “A complex idea is just a stupid simple idea,” then you understand how your audience may view your entire brand if your UX is too cluttered or not intuitive. Your solutions do not matter unless your audience can get to them!
The Immediate Advantages of a Great UX
The medical community is just the latest to prove that friendliness gets you farther than competence. When patients were polled by research surveyors from Brown University about top doctors across medical disciplines, the first thing that the patients commented on was bedside manner, not effectiveness of treatment. Your UX is the equivalent of your company’s bedside manner to your customers.
Dead links, confusing navigation menus, lack of support, and technically inefficient processes will do nothing but drive your customers into the arms of your competitors. This is bad on the front end, but the high bounce rate will hurt you in long term search engine optimization as well. The most expensive PPC campaign in the world will fall flat if your potential customers click away within 30 seconds of accessing your site.
Bad process limits your ability to market on social media as well. If you are promoting a specific solution, pointing to a deep page within your site, your potentials cannot become confused or frustrated. They will click away and forget about your website, but not only that, you may get blocked on social media as well. 80 percent of new business is found through SEO and SMM, not direct contact. Losing your opportunity at this audience is a profit killer.
How UI Plays into UX
The proliferation of mobile technology means that everything is simplified on laptops and desktops as well. The big backgrounds, well designed cards, and immediate gratification of the mobile world means that your user interface (UI) needs to be intuitive and immediate as well. With all of the examples that you have to follow, there is really no reason to reinvent the wheel. If your proprietary UI tests badly (you are focus testing, aren’t you?), then go with a tried and true big background/flat vector design until you can think of something better. Use multivariate testing to vet each new proprietary technique one at a time so that you can be sure of any expansion to your base interface.
Simple things mean everything with your UI, and your UI means everything to your UX. Get your color scheme right if nothing else. Place your important buttons alone on easily accessible pages, make them big and bright, and lead your customer down the rabbit hole gracefully but forcefully. Believe it or not, choice is bad when it comes to UI. Your customers are coming to you for a definitive solution, not an a la carte menu.
Your Next Step
Reread Thoreau and simplify, simplify, simplify. Follow the current UX and UI trends until you can think of your own that actually work. After all, your value added is the content. Better yet, hire a professional so that you can focus on the actual business of your business!