What is the ROI of Good UX Design?
In today’s digital world, one outspoken review or social media comment can directly affect a company’s reputation as well as the strength of their business-consumer relationship. As a result, an excellent user experience (UX) is an essential part of any successful platform or website. Luckily, the constant stream of consumer feedback provides transparency to businesses learning consumer expectations. Therefore, many companies have been able to create a quality UX design that provides a frictionless digital experience for their customers.
However, many brands have refused to acknowledge UX design as an essential investment. Top-notch UX design does require a lot of investment in money, time, and research. Not to mention, there is still some ambiguity on the ROI of UX design because any payoffs are often not immediately apparent.
The benefits of UX design is more evident on a long term basis. Spend a little time looking at the recent insights experts have offered on the ROI of UX design, and you’ll learn that UX design can help brands increase conversion rates, save money, make money, and significantly strengthen the consumer-brand relationship. In fact, ignoring the UX design process can lead to companies losing money in the long run: 50% of a developer’s salary will be spent correcting errors that a UX design process would have identified.
Research shows that businesses refusing to invest in quality UX design in today’s market are likely to be overtaken by their competitors. Review some of the data below that shows why good UX design is essential to your business’ success.
Good UX Increases Sales
Imagine that you’ve created an online shop where customers can buy your handmade crafts. Unfortunately, the payment section of your site is confusing and difficult for visitors to navigate.
In the end, 1/4 of your site’s visitors who were interested in making a purchase end up frustrated and exit your site without completing their purchase. According to a study by Baymard, an average of 27% of US online shoppers have abandoned an order in the last quarter of 2016 solely due to a “too long/complicated checkout process”.
Those losses over a lengthy period of time can really add up.
It’s vital that customers enjoy their experience because an optimized interface stands to gain a 35.26% increase in sales conversions.
On average, every dollar invested in UX brings between $2-$100 in return. That’s a potential ROI of 9,900%,” reports a study by Forrester.
Quality UX Increases Conversions
The ROI of UX isn’t exclusive to measurements in sales. A whole host of conversation rates can be profoundly affected by the quality of UX design, such as the percent decrease in the number of calls to customer support or the number of subscribers to the company newsletter, for example.
Depending on your company’s call to action (CTA), UX can help drive more people to that point on your website. Basecamp found that when they A/B tested different UX (such as seeing a picture of a person or not), they had different outcomes. When a user saw a picture of a person by their CTA, they received 102.5% more sign-ups for their product. Your company doesn’t have to use strong UX to drive sales because investing in UX also increases branding and company promotional opportunities.
UX Strengthens the Business-Consumer Relationship
An intuitive interface means there is little to no time that users must spend to understand your platform. As a result, your company drastically reduces any extra costs in user training and adoption. Just imagine if Airbnb or Yelp suffered from a poor UX that required users to practice operating the site. After a few seconds, users would click off in search of a competitor with a more intuitive interface.
A simple, smart interface that fits customer expectations is critical as 70% of projects fail due to lack of user acceptance.
Good UX Helps Keep The Focus on Your Customer Base
UX design helps define the face of the brand and emphasis business goals by directing audience attention to the essential information. Now a company can focus more on their consumer base and content creation rather than correcting and revising errors in their UX design. Not to mention, a good UX will also influence both a website’s sitemap and page structure, leading to further improvements in UX structure down the line.