Boost your ROI: Improve the User Experience (UX) to increase the performance of your website

In an increasingly competitive business context, more companies are looking for new strategies to increase their ROI.

Digitization requires having fully optimized websites, since it is the main letter of introduction of a business. Therefore, in this article we will present the main reasons to invest in improving the user experience.

What is the UX on a website and what is it for?

Any user who visits our website will have a perception of it. This will provide you with greater security when carrying out a transaction, or leaving your contact information. On the contrary, it may not give it a very good feeling and decide to abandon it without generating any type of interaction. In this sense, one of the great challenges of e-commerce is to know how to improve their conversion rate.

The starting point to understand how we can improve the user experience is precisely to understand our target audience in depth. We can use surveys. This will allow us to know what they value about our website, and what are the main limitations and barriers to entry. Through the different interactions, we will understand your motivations to understand the parts where there is room for improvement.

Through UX actions, it will be possible to improve the return on investment that we carry out. We will directly influence how our brand, product or website are perceived by our customers. At the same time, we will have the ability to retain customers and broaden the spectrum of reach that we can have. Any website or application requires a continuous improvement of the user experience, since it allows to increase the number of transactions in the short term.

Principales beneficios que nos ofrece invertir en UX

Optimizing the user experience will provide us with an increase in traffic to our website. However, there are many other benefits that we must take into consideration. Some of the most prominent are the following:

1. Increase conversions and billing

Your customers can become very sensitive to entering their card or bank account details. Cyber security must be one of our priorities. In this sense, investing in improving the purchase process and other parts of our website will translate into an increase in transactions.

The direct consequence will be an improvement in billing and ROI. In this sense, in addition to investing in acquisition channels, you also have to work on conversion ratios.

2. Reduce costs

On many occasions, we can make the mistake of focusing too much on generating more and more customers, without taking care of the ones we already have. We think that those who leave do not matter, because new ones will come. However, this is a very big mistake because a loyal customer has a much higher life time value than one who does not know our brand.

The user experience is one of the most differential values compared to your competitors. This translates into lower acquisition costs, and even being able to invest that budget in other parts of the company. In addition, understanding the user and designing in an early phase will help you reduce costs in future incidents and development modifications.

3. Greater motivation on the part of workers

Behind closed doors, improving the user experience and results also has positive consequences for all our employees. They are more motivated, and in addition, they can dedicate their time to projects that generate greater value for the company.

There is nothing more frustrating than spending time on activities that do not result in greater productivity and an increase in the company’s billing. Once this aspect is corrected, and giving a greater ROI to the corporation, it is possible to dedicate itself to other actions.

4. More satisfied customers

Satisfaction, and consequently, customer loyalty will be another of the direct benefits of improving the UX of our website. Their concept of our brand will be very positive, and this will influence cross-selling strategies with new products that we can develop.

Even through our CRM, we can send them personalized promotions knowing that the possibility of buying will be very high. As we have said before, the acquisition costs will also be much lower.

Main strategies to improve ROI with UX

Once we know all the advantages of investing in improving the user experience to achieve a better return on investment, it’s time to understand how we can do it. The best process to meet this goal is as follows:

1. Properly define the objectives

As a company, without a doubt, the first step is to be clear about the global objective that you want to achieve. In this way, all actions can be structured around this goal. Without a clear direction to follow, we won’t have the ability to make improvements across all lines of our business.

2. Establish metrics to evaluate

Before any UX improvement project, it is important that we work with tangible data. The main objective is to establish the A/B methodology. This means that we understand the metrics during a specific period of time, and once the changes are made, we re-evaluate them.

Therefore, we must focus on the number of transactions, conversion rate, or conversion value, among others. Without objective data, it will be very difficult for us to be able to improve the return on investment.

3. Carry out the actions

Before putting into practice the actions that are part of the solution to a problem, it is important to understand the hypotheses. For example, in some online stores including shipping costs can be a barrier to entry for many customers. In this case, it may be more beneficial to increase the purchase cost of the products a bit and include free shipping costs.

Therefore, in this part of the process, it is very important to put into practice all the solutions that we have thought of with our team.

4. Evaluate the changes

Finally, in the final part, it will be time to check the metrics again and understand if there has been any kind of significant change. In the evaluation of the results, it will be time to discuss the direction to be taken.

In conclusion, the UX level of our website is directly related to the ROI that our business can achieve digitally.