We all know how frustrating it can be to use a website that just doesn’t work how you want it to! Whether it’s because of a poor layout, terrible color choices, or broken links, it’s enough to drive you insane. Of course, nobody sets out to design a website with poor user experience, but somehow, some websites just seem to end up that way. The consequences of poor user experience are extremely bad for these websites though, and the effects can be seen in all aspects of their performance.
If you run a website, then user experience needs to be one of your primary concerns; otherwise, you may find your business underperforming in the following areas.
A Poor UX Can Ruin Your Brand
Your website needs to demonstrate the best qualities of your business, but if the user experience isn’t right, then it simply can’t do this. Instead, your website is going to tell customers that your business doesn’t pay attention to the small details and might not be reliable.
A good website helps build trust between your brand and your customer, but a poor website can just as easily foster mistrust. If you can’t give your customers a good user experience on your website, then why should they trust you in other areas of your business?
Make sure you have things sorted on the technical side by using a reliable web host like Krystal and get your website tested to highlight any glitches.
If you produce good content and use SEO best practices, then you should expect to rank well in the search engines and get organic traffic to your website. However, poor user experience is likely to hold you back from achieving this.
People won’t put up with bad user experience, and as a result, they’re going to leave your site without spending much time on the pages. Unfortunately for websites with poor UX, these are two metrics that Google takes into account when deciding the rankings.
Google wants to send its users to the best results, and if you’re offering a poor user experience, then you’re not going to be one of the best results. You might have the best content out there, but without a good user experience, you’re not going to be able to demonstrate this to the world.
More Expensive Advertising
The simple truth is you’re going to lose visitors because of your poor user experience. Rather than spending time on your site looking through your offerings, people will get frustrated and leave. This means you’re still paying for your clicks, but you’re getting fewer conversions.
Not only will your cost per conversion go up, but it’s likely your cost per click will go up too. Just as Google considers your bounce rate and time-on-page when choosing its rankings, it also uses the same metrics when figuring out which adverts to show. This could mean you end up spending more every time someone clicks on your advert.