It is widely known among designers just how important user experience (UX) is in the digital world. Websites and mobile apps are no longer just an online representation of a company and its brand, but rather effective customer engagement tools that drive traffic and business, which require great UX to achieve such objectives.
However, when delving it to research that has been done in recent years, you can’t help but be surprised about what statistics say about UX and its relation to customer experiences and companies’ performance.
What research says about UX and the customer experience
Today’s tech-savvy consumers have never had more options when it comes to websites and mobile apps they can use to access information, services, and products. Yet, rapid digitalization has led them to constantly raise expectations for their online experiences, which is why 97 percent of online users surveyed in Harmon’s State of Mobile Enterprise Collaboration study identified ease of use as the main factor when selecting enterprise applications.
Companies cannot afford to scale back on UX
To highlight the importance of investing in a great experience for mobile users, Google recently published The Mobile Playbook guide which provided companies with some valuable insights. The report found that 40 percent of customers using mobile websites or mobile apps turned to a competitor’s site after a bad experience, while 57% of customers said they wouldn’t recommend a business with a poorly designed mobile site.
Good and bad user experiences are widely shared
Whether a user’s experience on mobile website or app is fantastic or dreadful, the fact of the matter is that in today’s social media-driven economy, people have become accustomed to sharing their customer experiences with others. A research report by Zendesk which looked into customer attitudes and behaviors following their online experiences revealed that 95 percent of customers shared bad reviews while 87 percent shared positive ones.
Better UX can boost the bottom line
IBM and HP, two of the biggest names in tech, have taken very different approaches when it comes to UX design. UserZoom recently ran a task-based benchmark study which analyzed experiences of users who research business solutions on the companies’ websites. Participants in the study had the task of navigating from the homepage to the page that provides with all the relevant information they need covering retail business solutions. In the end, HP accounted for the vast majority of positive responses when it came to organization, ease of use, usefulness, and trustworthiness of the displayed information and features, along with several other UX facets.
ESPN.com saw its revenues jump 35% a few years ago after the company added a suggestions feature into their website redesign. With such a loyal following of sports fans, you might be wondering why the company had not made this decision earlier. This example shows that doing something as simple as listening to your customers and using their feedback to improve your product can go a long way.
The customer experience in 2020: a glimpse into the future
The Customer 2020 Report by Walker aimed to provide a glimpse into the future by looking at customer expectations and trends that would still be relevant in 2020 and beyond. It predicted that customer experience will overtake price and product as the most important brand differentiator by 2020.
Corporate mindsets must change to meet consumer needs
The research and examples mentioned above clearly underline the growing importance of great UX to the modern consumer. They offer valuable insight on where the Internet economy may be heading as technology and customer expectations continue to evolve. Most importantly, they are an indication that more companies are now coming to grips with the reality that they must prioritize UX as part of their business growth strategy.
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