Humanising the user experience

11 August 2020 Tenaka

There are so many marketing terms out there that deal with online marketing – user experience, conversion rates, SEO – that it can get a bit confusing. That’s especially true if you’re just a small business trying to succeed, and trying to make the best of online marketing. But one thing we sometimes forget is that all those terms relate to the people on the other side of your connection.

What is user experience?

In online marketing terms, User Experience (UX) is defined as “the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.” That’s a bit of a mouthful, right?

We see it as: how do potential customers feel when they use your website or interact with you online?

Why is UX important?

People shop with their emotions. It’s been proven on many occasions, by many professionals and scientists – the most important factor in any buying decision is subconscious and emotional. That means, if your website or social media evoke a strong negative emotion, you’ve lost a customer. But, if it evokes a strong positive emotion, then you might just have made a sale!

What does it achieve?

The answer to this question is: What do you want to achieve? If you want to make a sale on your website, then your user experience has to be geared towards that. If you want visitors to your website to sign up for a newsletter, you need to encourage that through a positive UX.

How do you do that?

Firstly, by remembering that people are not algorithms. Your potential customer isn’t a number, or a set of demographics – they’re a person. And the great thing about people is, we already know how to talk to each other.

Using UX for better business

If your website or other online media isn’t achieving what you want it to do, you need to figure out why. In many cases, it is because of a poor user experience. Let’s look at an example.

Michael has a business selling wendy houses. His website has many great photographic examples of buildings they have constructed and sold. Each model comes with a layout plan showing measurements. There are even examples of different stains for different looks. He has clear contact information, and a form you can complete to request a quote.

Unfortunately, the website doesn’t show any prices for the various models. As a result, many potential customers simply close the website and search for another supplier who does list prices. The reason they do this is because they feel inconvenienced. This elicits an emotional response, like irritation or frustration. Because they now feel annoyed, they decide to take their business elsewhere.

Visitors to Michael’s website have a poor user experience. To improve the UX of the website, Michael needs to consider how people respond to things. If they dislike having to request a quote, rather than seeing a simple price list, he needs to change that, or explain clearly why he does this.

When Michael approached a UX expert to help him, they advised he should include prices. He responded that he only has a few standard models, and the rest are custom. That’s why he wants people to contact him for a quote. To improve the UX, Michael’s website got reworked to include a price list for standard options, and a request for quote form for customised builds. Such a small, simple change made all the difference, just by understanding what people want.

The emotional response in people is very powerful, and should never be underestimated. At Tenaka, we believe in making lives better – and that includes websites and social media that bring about positive experiences. Get in touch for a UX audit to find out how your potential customers feel when they interact with you online. We will help you stand out in the crowd by improving the user experience on your site and other digital platforms

, , , ,