Have you ever tried going on a website and left because it was difficult to navigate?
Poor navigation is a common problem in websites, and it turns away users. Problems can range from poorly designed menus, hard-to-read color combination choices or poor website appearance on mobile devices. If your website features poor user interface (UI) design and creates bad user experience (UX), people will leave and turn to competitors with well-designed websites.
UI and UX designs may not be a main priority for your ecommerce business, but here’s why it helps to invest in these elements.
What is UX and UI?
UX and UI are often used in web development. They’re similar and can overlap in some areas, but they cover different parts of your web design.
UI focuses on how a website looks and how it’s designed. It covers the layout, colors, buttons and overall website design. Designers have to think about how users would go through a website to find what they need.
UX, on the other hand, focuses more on the interactive side of your website and how something works and feels. When a user browses your website, a good UX design makes it easy to find information and the product they need.
When is UX/UI considered “bad”?
UX and UI are generally considered bad when it doesn’t give users what they want or expect when they browse your website. A poorly designed website may feature:
- Poor flow: Users need to go through many web pages just to find the product they need or check out. The menus may be confusing and there’s no clear organization in your website.
- Inconsistent design: Your homepage may feature certain layouts, colors and fonts, but these elements are not consistent with your other pages. Your website feels less professional as a result.
- Slow loading: With so much information and alternative resources available, users are more impatient about slow-loading websites. About 40% of users leave a website that takes more than three seconds to load.
- Information architecture: When a user lands on your website, they need to see instantly that you’re offering information or a product they need. Confusing architecture can drive users to click away.
- No responsive design: More users are browsing the internet using mobile devices, so responsive design (web design that adapts to the various screen sizes) is a must. Poor design can mess up the layout of your website.
Signs your business has bad UX design
Here are some ways to determine if your website’s UX design may be preventing users from shopping on your platform:
- High bounce rates: These are visitors who visit your website and then quickly leave. This could be for many reasons, which is why a 40% bounce rate is considered good whereas 55% or higher, signals that users aren’t finding what they need on that first web page.
- Low conversion rates: Your website may have high traffic, but the goal is to turn that traffic into conversions, such as purchases or newsletter sign-ups. If there are low conversions, it could be a sign that UX experience is preventing users from moving forward.
- Low customer retention: It costs more money for a business to find a new customer than to retain an old one, so building customer loyalty is important for e-commerce businesses. If there is a low number of customers making repeat purchases, it might indicate an issue with UX experience driving them to find alternative stores to purchase from.
- Abandoned cart rates: If you see a high number of users adding items to their cart but leaving before they can checkout, it could signal a UX issue with your checkout pages.
How does bad UX design affect your business?
At the very least, bad UX design can frustrate your customers. However, by not taking the steps to improve your website, you’ll start to see how UX design helps or harms your business.
Poor UX can affect your business through:
- Lower customer satisfaction: Customers who are frustrated with your UX design may be dissatisfied with their experience. This may drive them to find better shopping experiences from your competitors.
- Lower sales: Abandoned carts and lower conversions can translate to lower sales. A well-designed website nudges customers to check out or sign up, maximizing your potential sales.
- Poor customer loyalty: Even if a customer manages to checkout, the poor UX experience can stop them from making a repeat purchase. This reduces the number of loyal customers likely to shop again.
- Higher costs: With poor customer loyalty, your business will have to spend more on marketing and advertising to attract new customers. This can inflate your customer acquisition costs.
5 tips to improve your UX and UI designs
The good news is you can turn things around. Apply the following UI and UX design tips, and your website will improve business:
1. Invest in web development and web design
Rather than DIY-ing your entire website, invest in professional design services. They have the experience to create well-designed websites and can ensure a consistent and manageable platform. It’s an added cost, but one the would deliver long-term benefits.
2. Think like your users
When creating your website, think about how your users would navigate. If they land on your home page, they need to see exactly what your business is and what you can offer. If they land on a certain landing page, it means they’re looking for a particular product. Conducting user research can help you build an intuitive website.
3. Create a consistent brand design
Create a brand bible for your business. It’s a record of elements your brand uses, including fonts, colors and other elements. The guide ensures a cohesive and consistent look when designing your website.
4. Use responsive design
Your website should cater to all mobile devices to maximize your reach. Invest in professional web services or choose the right ecommerce website builder to implement responsive web design.
5. Simplify the browsing process
A good rule of thumb is to get users from the landing page to checkout with as few clicks as possible. For instance, instead of creating multiple pages at checkout, users should be able to confirm their purchase and pay with one or two pages.
Key takeaway
A simple and relevant domain name is a good step toward a memorable online store. Bad UX can have a big impact on your business, leading to frustrated customers, low conversions and poor sales. By improving user experience, you create happier customers and achieve better results that improve your success.
More marketing tips to boost your business:
Social Media Metrics You Should Be Monitoring
6 Ways to Engage Customers and Keep Them Loyal
AI Tools You Can Use to Create Creative Captions
